Clusters can also be grouped into larger divisions of clusters, just as species can be grouped into classes or orders. Marketers use cluster systems to find new customers, locate sites for stores, buy advertising, target direct mail, and develop new products. If a direct-mail campaign gets a strong response from one zip code, for example, a cluster system can locate other zip codes with similar characteristics. One of the most powerful features of geodemographic segmentation systems is their ability to find customers. Some people know who their customers are and want to know where to find them.
Cluster systems can reveal niches of potential customers in unlikely places.
Equally important, they can show that some favorite groups are in reality poor prospects. Darling of Isuzu used ClusterPLUS 2000 to find the target market for the launch of the 1989 Amigo convertible. What he found went against his expectations. But the system predicted it. Sure enough, the top two dealers in sales were in Chicago.