Data Partner Segmentations

GfK MRI offers comprehensive segmentations from data partners that can be cross-tabbed against the thousands of data points in GfK MRI's Survey of the American Consumer .  

Offerings, which are available at an additional cost, include:

BehaviorScape by Nielsen is a behavior-based framework which explains complex purchasing behavior by providing a window into why households behave the way they do and builds volume-driving, actionable recommendations to focus your spending.

Cohorts Classic by IXI is a household-based segmentation system that classifies virtually all of the U.S. into cohesive groups that share distinct demographic, lifestyle and consumer behavior characteristics.
ConneXions ® by Nielsen is a household level consumer targeting system that differentiates households by types of communication products and services they currently have or intend to purchase.
GfK Roper Values by GfK Roper Consulting examines the personal values of American adults, including personal values and activities, and contrasts them with the responses to a series of activities-related questions.  
Hispanicity by Geoscape classifies Hispanic consumers based on several characteristics related to the process of acculturation (the process in which an immigrant or offspring of immigrants adopts the culture of his or her country of residence).
Hispanic Cohorts ® by IXI is a household-based segmentation comprising 19 unique and diverse consumer segments within the American Hispanic community.  Hispanic Cohorts collectively offers marketers the ability to understand the demographics, lifestyles, attitudes and behavioral characteristics of this fastest-growing--and largest--ethnic market in the United States.


Landscape by Synergos segments consumers by geo-demographic neighborhoods, giving companies access to 21 unique Lifestyle and Environmental Indicators, and the option to view consumers' real-world purchases on thousands of items.

LOHAS Segmentation ®.  LOHAS is an acronym for "Lifestyles of Health and Sustainability", a consumer segmentation system by Natural Marketing Institute that classifies consumers according to their behaviors and attitudes toward the environment, social issues and corporate social responsibility.
Mosaic ® USA by Experian Marketing Services is a household-based segmentation system that classifies all U.S. households and neighborhoods into one of 60 unique segments and 12 overarching groups, providing awareness and details on a household's lifestyle.


PRIZM ® by Nielsen defines every U.S. household in terms of 66 demographically and behaviorally distinct types, or "segments", to help marketers discern consumer behavior: their likes, dislikes, lifestyles, purchase behaviors and media preferences.

PersonicX® by Acxiom is a segmentation systemdriven by InfoBase-X household data, which places U.S. households into one of 70 distinctive segments and 21 life stage groups based upon specific consumer behavior and demographic characteristics.  PersonicX is optimized to recognize consumer differences based on households--not just neighborhoods.

PersonicX ® Digital by Acxiom uses proprietary online behavior models, Acxiom demographics and online purchase behavior to build 49 segments that predict online propensities at the individual level.
PersonicX ® Hispanic by Acxiom is a household-level segmentation system that classifies all U.S. Hispanic households into one of 48 clusters according to their different demographics, socioeconomic backgrounds, and acculturation levels.

Psyte ® by Pitney Bowes Business Insight (formerly MapInfo) is a geo-demographic segmentation system that classifies every U.S. neighborhood into 65 segments.

P $ycle ® by Nielsen is a household level consumer targeting system that differentiates households based on their financial behavior. 

Tapestry by Esri classifies all U.S. residential neighborhoods into 65 segments based on socioeconomic and demographic characteristics.

VALS , developed by Strategic Business Insights, segments U.S. adults into eight distinct types--or mindsets--using proprietary psychometric measures and key demographics that explain and predict consumer behavior.  VALS assigns individuals a VALS type on the basis of their responses to questions in the VALS Survey.

For more details, please contact Jeanine Taylor (VP/Market Solutions, Data Partnerships) at

To learn about GfK MRI segmentations please visit our Market Segmentations and Psychographic Segmentations pages.



















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