Find Your Winning Segments With MindShare + Claritas PRIZM® Premier

OpenBrand added Claritas PRIZM® Premier segmentation to their MindShare solution, which delivers insights from the longest-running durables consumer tracking survey. This allows you to connect “who’s moving” in the market to “who they really are” – and then activate those audiences across media with precision.

MindShare captures what, where, and why people buy durables. PRIZM Premier shows who they are and how to reach them. Together, they close the insight-to-action gap without extra tools or manual mapping.

If you are new to MindShare or PRIZM Premier, here is exactly what you gain when you use them together.

What you get when you combine MindShare + PRIZM® Premier

• See the segments for the whole category and your brand. PRIZM coding is applied across the entire category in MindShare. Tie brand momentum, consideration, and purchase intent to PRIZM Premier lifestyles at a zip+4 level of granularity to understand which households are moving — and why. 
• Activate in one step. Push selected PRIZM Premier audiences into Claritas-powered channels (programmatic, social, streaming/CTV, direct mail, mobile) to reduce waste and raise relevance. 
• Prove impact where it matters. Track lift by PRIZM Premier segment (not just at the national level) so you can reallocate budget with confidence.

Now let’s turn those benefits into real work your team can do this quarter.

High-value use cases

1. 1. Hyper-targeted brand awareness: Match rising consumer-reported mind share to PRIZM® segments and activate only those households to reduce waste and raise relevance.
   2. Competitive conquest: Find segments where a rival over-indexes and build switcher programs that target those groups.
   3. Segment-level lift measurement: Quarterly updates show brand and ad-recall change by PRIZM segment so you adjust creative and budgets with evidence, not averages.
   4. Creative personalization at scale: Blend MindShare insights with PRIZM psychographics to craft messages that match values, life stage, and media habits.
   5. Push button activation: With a single click, marketers can activate Claritas audiences across integrated platforms (DSPs, social, CTV, direct mail, email, etc.), eliminating the lag between audience discovery and execution.

By using both products, you get the what, where, and why tied to the who and how to reach them, along with a repeatable quarterly loop to track your marketing campaigns. 

Here’s what that looks like in practice, using an anonymized retailer example.

Regional Retailer Example: Tires

A Mountain West DMA showed a gap in performance for tire share. PRIZM Premier pinpointed which lifestyle segments drive most of the category’s performance: tire demand. Since coding is category-wide, this read works for any regional or national tire retailer in the market.

What the data shows

• MindShare surfaced a DMA-level shortfall in performance around tire consideration and intent.
• PRIZM identified the segments responsible for the bulk of performance: tire purchases in that DMA, for example, Middleburg Managers, Big Sky Families, Country Strong, Country Casuals.

How to act this quarter

• Prioritize those four segments for creative and offers that match their motivations, for example premium grip and handling for Middleburg Managers, safety and versatility for Big Sky Families.
• Use geo-targeted media and local events in ZIP codes where these segments cluster.
• Build retailer-specific landing pages that speak to segment values and feature needs.

What to watch next

• Segment-level lift in intent and store visits, redemption rates on segment-targeted offers, and revenue per ZIP code across the targeted clusters.

Why it matters
Focusing budget on the top segments and DMAs turns a small share gap into measurable revenue within a quarter, with a clear playbook to scale into adjacent markets.

The same approach extends beyond one DMA or category. Here are other ways to mine segment insights at scale.

How to Generate More Insights

By retailer

• Identify which PRIZM segments drive consideration or intent at Retailer A versus Retailer B. Where competitors over-index and where you have headroom.
• So what: Build retailer-specific conquest or co-op plans that target the right lifestyles.

By price tier

• Which segments disproportionately choose premium, mid, or value, and how willingness to pay varies by lifestyle.
• So what: Shift mix and offers to the tiers each segment will actually buy.

By product type

• Segment preferences across subcategories, for example front-load versus top-load, gas versus electric, corded versus battery.
• So what: Aim product development and merchandising where segment demand is rising.

By spec or feature

• Which segments over-index for features like smart connectivity, counter-depth, brushless motors, or quiet operation, and how those tie to media habits.
• So what: Match creative and channel to the features that convert each lifestyle.

Find the Segments That Will Move Your Share

MindShare plus PRIZM reveals the few audiences that matter most, across the whole category, and shows how to reach them. PRIZM® Premier coding is available as an add-on for MindShare subscribers.

Request a demo today to review your category and priority retailers, then map the next-quarter plan.