PSYTE is a system that helps marketers identify and understand current customers so they can locate and target individuals who "look" just like them. The PYSTE Segmentation system was built by experts using automotive and behavioral data from the Polk Company in conjunction with current year estimates derived by Polk from the 1990 U.S. Census.
Each descriptive segment or "cluster" in the PSYTE system represents a neighborhood type with a population that shares similar demographics, and distinct product and service consumption patterns.
This differs from the methodologies traditionally employed to create predictive demographic clusters. Most segmentation systems employ only data from the 1990 US census. The PSYTE system relies on household level input from Polk's 114 million record database of US households. In addition to adding the predictive value of actual consumer spending habits, the integration of the Polk household data provides valuable information on areas that have significantly changed since or perhaps did not even exist during the 1990 census.
