But Claritas is able to do market research on eating and spending habits, using the census as a guide. Mancini once worked with a developer who designed his bowling alleys based around the classifications of likely customers in the region. He has also helped grocery store managers, who decide whether to carry certain products, based on the clusters. For example, one grocery store might decide to devote more space to imported lager over domestic beer, based on the census and marketing data, Mancini said. Retailers also use the figures to hone in on potential customers before mailing expensive promotional materials.
Companies also consult the figures before placing advertisements in newspapers and magazines.
Instead of running an ad for a regional business in all editions of a newspaper, a store might target editions distributed to homes within a 10-mile radius. AnneMarie Wills, the head of marketing resources for the Kansas City Star, helps companies place their advertisements in the newspaper that serves parts of Kansas and Missouri. They wanted to know where the best potential for meat purchasers was. Wills also helped window installers and home-improvement companies that wanted to advertise in areas where houses had been built in a certain time span because they would likely need repairs soon. Such consumer information allows companies to be more efficient in their marketing campaigns, and helps ensure consumers aren't bombarded with irrelevant advertising, said Tom Spencer, a senior manager with Claritas.