Representing 46220

It’s been a hectic past few weeks, but I’m back!

Since my last post, my new roommate and I found a place and moved into our new neighborhood.  We’re living in an old house (build circa 1923, I believe) in the heart of Broad Ripple that needs of a lot of TLC, but we’ve rolled up our sleeves in response to the challenge.  So what if our door handles fall off and the bathroom leaks? It’s cheap rent…and builds character.

I love getting to know an area of Indianapolis that is new to me. Broad Ripple has a rich array of shops, eateries, food markets, culture and nightlife–and the best part is that it’s all now within walking distance of our humble abode! We are blocks away from the Monon Trail and several parks, which means plenty of places to walk Brody.

In my PR Planning class at IUPUI, my instructor introduced us to Nielson’s market segmentation PRIZM system.  It’s a free tool that marketers use to divide markets into segments or categories by what makes that group distinct (where they shop, what they eat, personalities, etc.).  You can narrow down your search by zip code, and it will give you the top 5 market segments that dominate that area.

I figured I’d check out my new zip code (46220) to see what it would say about our new area of town. I figured that Broad Ripple would provide quite the mix of profiles, but was a bit disappointed with the results (pictured to the left).

The only group I could partially identify with would be “Young Influentials.” But, according to Nielsen that means I am a “yuppie,” watch Family Guy, attend NBA games and drive a Subaru (none of which is true). Nielsen’s visual portrayal of the “Young Influentials” group is a man holding a beer and a woman holding a pizza (granted, likely more accurate). 

It made me wonder–what market segment would I fit into? Do I even realize I’m part of that segment? I was surprised that I didn’t see more segments listed that include groups who support local arts and businesses, the people (who I believe) give Broad Ripple its unique flavor.

What would your market segment look like? Do you think that Nielsen’s system relies too much on stereotypes?

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