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The Clustered World: How We Live, What We Buy, and What It All Means about Who We Are
Michael Weiss expands on the geodemographics of The Clustering of America with this fascinating look at the sixty-two new lifestyle "clusters" that define who we are by what we buy. Clustering has become a widely accepted business concept throughout the world, revealing a global village of people who have more in common with foreigners of the same cluster than they do with ...more
Hardcover, 323 pages
Published January 13th 2000 by Little Brown and Company
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This book breaks down the types of people into clusters carefully but accurately. It is a method marketing companies use to target their products and ads to the types of people mostly likely to buy into them. This parallels very closely to the idea of developing audience archetypes, or personas. Personas would be different in that they are not bound by a specific region, and they all for ‘twinsumer’ patterns to emerge in the new landscape of online consumption.
Mar 22, 2007 ari rated it it was amazing
Recommends it for: those who enjoy vast amounts of empirical data
Although I have yet to find a lot of practical insight, this book is frighteningly accurate in its assessments of purchasing patterns and how they correspond to our self-perceptions. Delivered more as a marketing tool than a sociology tome, the executive-friendly tone (replete with abundant, powerful graphics) is actually kind of refreshing. Maybe I'll figure out how to use this book some day, but for now it's great to talk about at parties;)
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/MyBestSegment...
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.
Sep 08, 2010 mlady_rebecca rated it it was ok
Interesting concept, but the book was a little dense for my very casual interest. Didn't read, just flipped through and looked at the diagrams.