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Bu~,~on~ <br />I~entifyingCustomers~ SOUth Bend, IN: CommunitylD Proposal <br />Figure 2.Example -Sale Gap Index <br />Customer Profiling <br />The CommunitylD process will identify and analyze all the households in South <br />Bend's drive-time trade area. Based on more than 75,000 categories of lifestyles, <br />purchase behaviors and media reading and viewing habits (psychographics), the <br />households in your trade area are assessed to gain an understanding of the types <br />of retailers that would be attracted to your community. Our in -house databases <br />include both traditional demographic data and the most current psychographic <br />lifestyle information for over 120 million households in the United States (as well <br />as up to seven individuals living in each of these households). <br />Each household in a trade area falls into one of 60 market segments reflecting the <br />buying habits of customers in the household. The blue line in Figure 3 <br />graphically profiles the households in a city's trade area. <br />11 <br />