Clusters tell us a lot about where different kinds of Americans live. Some clusters are scattered across the country, while others are concentrated in just a few areas. But even a seemingly homogeneous area will sometimes show surprising variety when delineated by clusters. They have little education, rent apartments, read sports and fashion magazines, and eat instant grits. They like to ski, read beauty and fitness magazines, and use ATM cards.
Some clusters have similar socioeconomic profiles but are distinctly different in their habits.
Reaching these two affiuent groups obviously requires different strategies. Not every business needs the full resources of a major geodemographic segmentation system. To effectively use geodemographic segmentation systems, businesses should have a minimum of 2,000 customers. The systems work best with a minimum of 5,000 to 10,000 customers, says Hammel of Strategic Mapping. Before buying a cluster system, make sure you understand your own company's resources.