GREAT teaching visuals ( )

I've always enjoyed demographics and considered it the marriage of my computer and sociological interest way back in he 1980's. I enjoyed the book but I found myself wanting an option for classifying myself, I settled on 'Urban Gold Coast' or 'Money and Brains'. Also, the book was somewhat redundant about overseas markets, although the book was enjoyable overall. ( )

Rather dated as the geo-demographic clusters discussed are now nearly 20 years old - so the consumption habits, lifestyles, and technologies have moved on. Some interesting discussion of how these segments are/were being used (in politics, social services, etc. - not just in advertising) - but the bulk of the book re-prints what you can readily find in up-to-date and interactive form online (at least for the U.S.): http://www.claritas.com/MyBestSegments/Default.jsp

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This book should get credit for one of the best covers of the decade, including using tiny dots? before the best selling 'Million Little Pieces' which was covered by these little shapes. Inside the book is a very readable text about a more complex subject: how to split up the American (and Canadian) population into clusters of similar purchasers. The book has everything: a collection of essays and pushes into sub-topics like consumer backlash to privacy data or what happens when lifestyles change; a useful index; and the meat: a detailed drill down into 62 different consumer clusters that is so, so surprising and appealing. Reading the cluster descriptions--each one limited to a 2 page precis--almost makes the reader feel as if they are peeking and sneaking around an empty house of someone in the cluster. The descriptions list out quotes by members of the clusters ("Most of my neighbors couldn't change a lightbulb...they'll tell you they just don't have the time" is a member of 'Winner's Circle'). It also lists their favorite magazines, cars, pastimes, jobs, and much more. Perhaps the best part is just reading the creative names of the clusters: Grain Belt, Family Scramble, Norma Rae-ville, Rustic Elders, Shotguns & Pickups, Middleburg Managers, and Money & Brains. To top it off the author includes US 'heat-maps' showing concentrations of odd populations, like fans of call waiting or Canadian moose hunters.

A favorite pastime of the reader of this book will likely be trying to find which cluster you belong to. With each unique trait and taste, the reader can find the cluster they 'wish' they were in, vs. the one they are in. While this book might seem a niche study useful to brand marketers and jury selection consultants, it's really a fun peek into how each of us structures our lives and how different we all are. ( )