"My biggest struggle right now with AlignStar is that it is too easy to use. I have loaded (our) information to build a document and this took about 5 minutes. Way too short a time, scares me. No really, the product is excellent... OUTSTANDING...!!!" Consumer Behavior
INSOURCE (Experian) Profiles
The INSOURCE Profile database includes a range of direct marketing response and product ownership indices which include:
- Automobile ownership (average # vehicles, ownership type, retail sales price, current value, body style, and make)
- Direct marketing responsiveness (by type of program and channel)
- Contributions
- Product ownership (upscale products)
- Lifestyle
Methodology
The INSOURCE Profile database is a MOSAIC profile database which has been built from several INSOURCE database components, including:
- INSOURCE MOR (Mail Order Response) variables
- Experian National Automobile Registration Database
- BehaviorBank
The MOR variables are compiled at the household level using information gathered on direct mail responsiveness to various types of campaigns and various modes of direct marketing.
The automobile registration database has been summarized to the block group level, and includes information on the number of vehicles, value, ownership type, and make/model.
BehaviorBank is a forty million household database that includes known responses to direct marketing campaigns, warranty registrations of products, and other data sources that clearly associate households with behavior.
Each of these databases were summarized by MOSAIC segment and indexed against the national average, yielding a series of index variables. In each case, a value of 100 indicates the national average.
Simmons Profiles
Based on Simmons Market Research Bureau (SMRB) surveys, this consumer behavior database offers insight into the consumption patterns and preferences of consumers. A total of 2679 variables have been loaded from the Simmons survey. This is the latest ‘doublebase’ survey from 2005. Additional variables may be obtained from AGS, as Simmons has provided to us the Choices software which enables extraction of additional variables. The following general categories of information are provided:
Alcoholic Beverages
Apparel
Attitudes
- Fashion/Apparel
- Automobiles
- Food
- Finance
- General
- Health and dieting
- Internet
- Media
- Pharmaceuticals
- Product Placement
- Travel
- Technology
Automotive
Beverages
Cable Television
Collectibles
Computers
Contributions
Demographics (Of Sample)
Family Restaurants
Fast Food Restaurants
Financial
Fitness and Sports
Food
Gambling
Games and Toys
Grocery Shopping
Home Improvement
Health and Medical
Home Furnishings and Equipment
Health Products
Lawn and Garden
Leisure
Medical
Media Quintiles
Movies
Music
Parks
Pets
Radio Dayparts
Reading
Sports
Telephone
Theater
Travel
Television Dayparts
Methodology and Data Sources
The Consumer Behavior database is derived from an analysis of the SMRB surveys using MOSAIC. The records in the SMRB survey are geocoded then assigned the MOSAIC code of the block group. The results are then summarized for each variable over the sixty segments, in effect providing the average value for each MOSAIC segment. For example, a variable such as “Visited Jack-In-The-Box” is computed by summarizing the records for each segment as a yes/no response, then finding the average percentage of households in each segment that went to Jack-In-The-Box. This is often referred to as a profile.
The profile is then applied to geographic areas by making the assumption that households in demographically similar neighborhoods will tend to have similar consumption patterns as a result of their similar economic means, life stage, and other characteristics. The result is a series of estimates for geographic areas which measure the relative propensity of consumers in each geographic area to eat at particular restaurants, own various household items, and engage in activities.
In most cases, these should be considered as relative indicators, since local differences may result in different behavior. In addition, in some cases, variables must be considered as potential only, since the activity or store may not be locally available.
The Consumer Behavior database is derived from an analysis of the SMRB surveys using MOSAIC. Each record in the SMRB survey is coded to a MOSAIC segment. The summarized profiles by MOSAIC segment are then used to derive indexes and penetrations that are applied to the block group level. The basic assumption is that people in demographically similar neighborhoods will tend to have similar consumption, ownership, and lifestyle preferences.
To purchase or for a quote on your data needs, please contact us.