Description:
"Primary age group: 35-64... Median household income: $80,600... Median home value: $247,000... Predominant ideology: moderate Republican... Preferences: car phones, domestic wine, Land Rovers." If this sounds like you, then you're a part of what's known as the "Winner's Circle" cluster. If not, then you probably fall into one of 61 other lifestyle clusters with names such as "Urban Gold Coast," "Pools & Patios," "God's Country," "Golden Ponds," and "Shotguns & Pickups." In The Clustered World, demographic detective Michael Weiss draws on the work of market research firm Claritas and its PRIZM cluster system to render a richly detailed view of the many neighborhoods and demographic segments that make up the United States. According to Weiss, the image of America as a melting pot is simply inaccurate--think salad bar, instead. He writes, "For a nation that's always valued community, this breakup of the mass market into balkanized population segments is as momentous as the collapse of Communism.... Today, the country's new motto should be 'E pluribus pluriba': 'Out of many, many.'" In addition to explaining the cluster concept, Weiss shows how marketers can put clusters to work to understand consumers better and sell everything from college educations to Dodge Caravans. Weiss also looks beyond the U.S. population to lifestyle clusters in Canada, France, Germany, Great Britain, South Africa, and Spain. Marketers and social observers will find this pointillist view incredibly useful and perhaps a little disturbing. The overriding truth behind The Clustered World is that, like it or not, "You are like your neighbors." And in case you're wondering what cluster you belong to, Weiss includes the URL for the Claritas Web site (yawyl.claritas.com), where you can enter your ZIP code to find out more about you and your neighbors. --Harry C. Edwards
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