Claritas’ PRIZM Premier Data Now Integrated into IMR Consumer Automotive Research

Unique Research Provides Clear View of Automotive Parts and Service Consumers’ Purchases, Lifestyles, Behaviors and Preferences

Westmont, Ill., January 10, 2017 – IMR Inc. syndicated consumer automotive research tracking study (CCAMS) will now include data from Claritas’ PRIZM® Premier segmentation system to enable automotive companies and their marketing and advertising firms to better reach the consumers they care about the most.

“We’ve enhanced our automotive consumer quarterly tracking study by integrating data from Claritas’ PRIZM Premier segmentation system. This integration is the first-of-its-kind in the automotive industry,” said Bill Thompson, president of IMR Inc. “With the integration of PRIZM Premier, we’ve extended what we know about automotive parts and service consumers and now have unique insight into their lifestyles, attitudes, media behavior, shopping behavior and much more.”

IMR CCAMS+PRIZM supplies detailed consumer insights from actual automotive parts and services category purchasers. This study tracks over 200 automotive parts, chemicals and services and can now be segmented by 68 PRIZM Premier segments as well as by many other automotive specific segments like “do-it-yourself” and “do-it-for-me” categories; various auto parts stores and retailers; professional service outlets, including national repair chains and dealerships; vehicle make; vehicle age and much more.

“Together, CCAMS and PRIZM Premier can define your key customers at a level of granularity that has never been available in the auto industry,” said Thompson. “These insights will give IMR customers a definitive competitive advantage in the marketplace.”

To learn more about IMR Inc. and its CCAMS+PRIZM Premier research offering, call 630-654-1079, visit or connect with IMR on Facebook or Twitter.

About IMR Inc.:

Headquartered in Westmont, Ill., IMR Inc. has been an industry leader in automotive research since 1975. IMR Inc. conducts syndicated and proprietary market research studies that focus on automotive parts and services, repair shops, technicians, accessories and vehicle technology trends. IMR research is frequently referenced in industry association fact books and status reports and industry magazines. For more information, call 630-654-1079, e-mail or visit

About Claritas:

Founded in 1971, Claritas is a provider of consumer segmentation analysis for marketers. Claritas’ proprietary segmentation algorithm and differentiated access to data sources provide unique insights to businesses regarding their marketplace and consumers. Through Claritas’ core product, PRIZM® Premier Segmentation, clients are able to better understand where their consumers live, work, play, and shop for more effective and efficient marketing. For more information, please visit or

Interested in automotive market research?

Call 630-654-1079 or submit a contact form to find out how IMR research can help your business.

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