New credit card database
National Decision Systems (NDS) introduces a new database for companies interested in marketing bank or retail credit cards. Using the Equifax Consumer Marketing database as its source, the database contains information on over 150 million cardholders, including counts of the total number of cardholders, total number of cards, total card balance, average balance per cardholder, total credit available, average credit available per cardholder, and percent of card usage. Users can analyze ZIP codes, counties, and larger areas to gather an array of information on the market.
The cardholder database is accessed with NDS’ Infomark Laser PC System. It is linked to the VISION geodemographic segmentation system, enabling users to profile and target high propensity segments within key groups. Information on the database is derived from complete and actual counts rather than survey data, and it is updated on a semi-annual basis. For more information, contact Randy Grimm at NDS at 619-942-7000.
Software links respondents for instant analysis
Option Technologies’ OptionFinder software is an opinion collection and analysis system that connects up to 120 participants with an IBM-compatible personal or laptop computer via individual 10-button keypads. The computer also connects to a video projection device with immediate feedback of results.
Using the TurboQuestions feature, OptionFinder allows a group leader to ask participants to vote on as many as 52 items developed either prior to a meeting or generated through group discussion within the meeting. The participants enter their responses into the keypads and the computer calculates the results and then displays them anonymously to the group in the form of a bar chart of multidimensional presentations. For more information call 800-645-2287 (in New York, 516-277-7000) and ask for the OptionFinder Group.
British names and addresses available
Over 42 million British names and addresses are available to U.S. firms through the CACI UK ACORN Lifestyles List. British law requires that all UK residents register to vote when they reach the age of 17. The list is derived from the UK Electoral register. Each name has been coded with an ACORN Lifestyles code, which characterizes each name with one of 81 different consumer segments, allowing users to pinpoint names and addresses of Britons with the greatest propensity to buy a specific product or service. For more information contact Eric Cohen at 703-698-4624.
Directory lists research reports
The 1989 FINDEX Directory of Market Research Reports, Studies and Surveys contains thousands of marketing research report references, industry studies, Wall Street research, and individual company reports. It includes a short summary of each listed multi-client study and a mid-year supplement. Available from MacFarlane & Co., 404-352-2290; fax 404-352-2299.
New products for Compass
Claritas Corp. has released several new target marketing products for Compass, a PC-based software system that integrates Claritas’ demographic databases with client and third-party databases for target marketing. Applications include site selection and planning, custom territory design, product profiling, mapping, strategic planning, consumer and business to business marketing.
The new products include Market Management System, a replication of Accountline Financial Services’ Black Box geodemographic marketing system for the financial services industry; Compass Market Audit, a PC version of Claritas’ Market Share Audit, originally a mainframe system, used to analyze banks’ market share; and Compass Newspaper, a market analysis system designed for newspaper marketers that includes over 30 pre-stored report and map formats. For more information telephone 703-683-8300.
An offering of WEALTH
Based on the Census Bureau’s Survey of Income and Program Participation (SIPP) file; National Planning Data Corp.’s WEALTH estimates and projects spending potential by synthesizing age by income data, with information on equity in homes, cars, businesses, and securities; assets like savings, checking, IRA, and Keogh accounts; insurance policies; mortgages and other debts held; ownership of real estate other than residences. For more information contact National Planning Data Corp. at 607-273-8208.