Instruction
Visit the following website: https://claritas360.claritas.com/mybestsegments/#zipLookup (Links to an external site.) Type in your ZIP Code, the database will generate many cluster descriptions based on the ZIP Code.
Pick a product category, such as automobiles, athletic shoes, beverages, or health and beauty products. Then think about which products in that category would appeal to each of the clusters generated by your ZIP Code search. For example, a car that appeals to a cluster of “Country Squires” may not be the car of choice for the cluster “New Melting Pot”. If your search generated only one cluster type, you may wish to enter other ZIP Codes for your area of town or for your region.
Create a perceptual map for the product you chose. Write a short statement that describes the overall position of each product with an explanation of why you located it where you did on the perceptual map.
Your write-up should be thoughtful and “educated”, incorporating many of the terms and concepts discussed in class and from our text. Your submitted paper must be typed, double-spaced, and no more than three (3) pages in length. Any supporting documents, graphs, etc. should be appended to the write-up, but these are not included in the overall page length. With only three pages, you will need to be succinct with your answers. Support your answers with facts; try to stay away from global generalizations or unsupported opinion. I strongly encourage each of you to utilize the services of the Writing Center prior to submission.