Market profiling taken to the extreme
Apr. 9th, 2006 10:12 pm![[personal profile]](https://www.dreamwidth.org/img/silk/identity/user.png){kind=small}
eveglassFirst, the boring "my day in a nutshell" stuff: I'm actually quite pleased with the amount of work I was able to get done today. I've edited all but 5 pages of paper #2 (though I'll need to do some library work for the rest of it), and did practically all my reading for the upcoming week. Paper #1 is printed and ready to hand in, and I even managed to get the Latin exercise done for tomorrow.
Now, on to the more interesting stuff. In my readings today, I discovered a disturbing phenomenon. We all know that, in this consumer culture, we are classified into market segments. But I bet you didn't know how narrowly you're profiled. A company called Claritas has essentially divided the entirety of the US market population into 66 "Prizm" segments, and categorises neighbourhoods by predominant segments. The segments are surprisingly precise and often quite accurate. A company called Environics, working with Claritas, has completed a similar profile set for Canada.
For the benefit of my readers, some more information, just so that you can get a sense of how closely Big Brother is watching you:
- Claritas website, main page -- click on the "here" link in the left sidebar for a flash overview of the idea of Prizm segments.
- Claritas website, individual segments -- information on each of the 66 Prizm segments
- Prizm CE -- Prizm for Canada, developed by Environics Analysis. Though it also contains 66 segments, 50 are unique to Canada.
- More information on Prizm CE -- contains links to some media about the phenomenon.
- Prizm CE snapshots (pdf file) -- information on each of the 66 Canadian segments, divided by type.
- Prizm CE clusters around Montreal (one page pdf file) -- Mount Royal is listed as "Urbane Villagers," Verdun as "Quebec Melting Pot," and the Plateau as "Jeunes et Actifs."
I find this all a bit spooky. Obviously, you can't get much information on individual communities just by browsing, as that's the kind of information Claritas/Environics sells to companies. But it is telling to me that consumer culture has progressed to the point of cast-typing their customers to this level of detail. I can see horrid implications of this if it were ever mixed with, say, government bureaucracy or the military.
I'd be interested in hearing what my more politically-minded readers think about this. I know you're out there, and (for once) I'm actually asking for your opinion. Am I off my rocker for thinking this is dangerous stuff, or is it just a product of the times? Feel free to rant, either at me or with me.
Now, on to the more interesting stuff. In my readings today, I discovered a disturbing phenomenon. We all know that, in this consumer culture, we are classified into market segments. But I bet you didn't know how narrowly you're profiled. A company called Claritas has essentially divided the entirety of the US market population into 66 "Prizm" segments, and categorises neighbourhoods by predominant segments. The segments are surprisingly precise and often quite accurate. A company called Environics, working with Claritas, has completed a similar profile set for Canada.
For the benefit of my readers, some more information, just so that you can get a sense of how closely Big Brother is watching you:
- Claritas website, main page -- click on the "here" link in the left sidebar for a flash overview of the idea of Prizm segments.
- Claritas website, individual segments -- information on each of the 66 Prizm segments
- Prizm CE -- Prizm for Canada, developed by Environics Analysis. Though it also contains 66 segments, 50 are unique to Canada.
- More information on Prizm CE -- contains links to some media about the phenomenon.
- Prizm CE snapshots (pdf file) -- information on each of the 66 Canadian segments, divided by type.
- Prizm CE clusters around Montreal (one page pdf file) -- Mount Royal is listed as "Urbane Villagers," Verdun as "Quebec Melting Pot," and the Plateau as "Jeunes et Actifs."
I find this all a bit spooky. Obviously, you can't get much information on individual communities just by browsing, as that's the kind of information Claritas/Environics sells to companies. But it is telling to me that consumer culture has progressed to the point of cast-typing their customers to this level of detail. I can see horrid implications of this if it were ever mixed with, say, government bureaucracy or the military.
I'd be interested in hearing what my more politically-minded readers think about this. I know you're out there, and (for once) I'm actually asking for your opinion. Am I off my rocker for thinking this is dangerous stuff, or is it just a product of the times? Feel free to rant, either at me or with me.
