This book forever changed how I understand American society and culture. The book was published two decades ago but structurally it is still relevant today. Geodemographic analysis allows the lifestyle, personality, politics, education, consumption of a person to be analyzed by their ZIP+2 code. You are similar to your neighbors. And people in similar ZIP+2 cluster, though living in a different metropolitan area, will have more in common with you than people in a differing cluster type who live in an adjacent ZIP to you. The data is taken from everywhere: credit cards, voter polls, car registration, consumer participation cards, magazine subscriptions. It can be fun to try to overlay your own impressions of peoples you have met against the 50+ clusters. Which one are you in?
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