Consumer Behavior Research Exercise 3
Practice locating and using Claritas Prizm Premier Segments in SimplyAnalytics, a mapping and data analytics tool that helps you understand demographics, market segments, and consumer behavior data analyzed geographically. You'll want to review these brief videos before trying to use SimplyAnalytics for your assignment.  When completing the steps of the exercise in SimplyAnalytics, you may want to keep the "Finding Claritas Prizm Segments" video open, pausing at key points while you try out each step of the exercise.
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SimplyAnalytics Access and Basic Features
Finding Claritas Prizm Segments in SimplyAnalytics (HINT: To skp the Claritas review, start at 2:19.)
STEP 1: Use the Claritas Prizm segment that you chose earlier. Or use the SimplyAnalytics menu to select one. (For example, Segment 07: Money and Brains).  Write your chosen segment number and name below:
Step 2: In SimplyAnalytics, select "New Project", and choose a location (city, state, or county). For example--Chicago, IL.  Write your location below:
Step 3: Under "New View" choose to Creat a MAP.  Then use the DATA search (on the left of the screen) to find your Claritas Segment.  Were you able to successfully create a map?  (HINT: On your map display page, you can display zip codes or other labels on the map by using the "View Actions" in the upper right of the screen.)   Where do most of the consumers in your chosen Claritas segment live?
Step 4: Without leaving the work you're doing, do a BUSINESS search. Enter your selected NAICS code. This will show locations and directory information for businesses with the same NAICS code as your business.  What is the concentration of competitor businesses in close proximity to the consumer segments you mapped earlier?
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