Visit the PRIZM website and enter your own zip code to see your neighborhood profile. Do you feel it accurately reflects your household and neighborhood? Why or why not?

Visit the VALS website and complete the online questionnaire to find out the segment to which you belong. Take some time to read the segment descriptions. Do you feel your segment accurately portrays your lifestyle? Next, take the survey again, but answer the questions from the perspective of someone else: your crazy neighbor, you elderly uncle, or your conservative grandfather. (NOTE: Make sure to click the “yes” button that asks whether you have taken the survey before.) Again, are you satisfied with the profile? Why or why not?

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