Search
Name That Lifesyle
Yeah, yeah, you're a unique, nonconforming individual . . . but what's your cluster? MicroVision, and market research specialists like it, have got you typed. Here's but a small sampling of MicroVision's fifty meticulously researched clusters.
SUCCESSFUL SINGLES
Ages 25 to 54. New York. You're single, with a hearty income, and overdraft
protection. You like to ski, visit night clubs, eat Mexican fast-food, watch
David Letterman and Seinfeld, and call radio stations. You
read Business Week, Cosmo, Newsweek, and Vogue. Lovelorn young
people across the country, take note: Successful Singles all live in New
York!
URBAN UP AND COMERS
Ages 18 to 39. Washington, D.C., Boston, San Francisco, Chicago,
New York. You earn a moderate living, and live with a person or two. You
enjoy night clubs, museums, imported beer, basketball, and voice mail.
You've got an AmEx green card and you use it. For you, television is David
Letterman, primetime dramas, and Saturday Night Live.
UNIVERSITY USA
Ages 18 to 24. College towns such as Chapel Hill, NC. Though hardly
poor, you make very little money. You frequent night clubs, quick copy
services, convenience stores, and fast-food restaurants. You listen to
alternative rock stations and watch The Simpsons and MTV. You sometimes
use a phone to transfer funds in your no-interest checking account.
MOVERS AND SHAKERS
Ages 25 to 54. Suburban areas such as Raleigh/Durham, NC, and Austin,
TX. You recycle products, read Money and Consumer Reports,
participate in fund raisers, and lift weights. You may or may not own
the following: soft contact lenses, a laptop PC, Honda automobile, publicly
held stock, or light beer. Regardless, you use a financial planner and
order flowers by wire. You, too, watch Seinfeld.
BOOKS AND NEW RECRUITS
Ages 18 to 24; Urban and suburban areas across the country. You
visit barber shops, laundromats, and convenience stores. In your spare
time, you entertain at home and hunt. You bank by mail, buy designer jeans,
and men's sweatpants. You have renter's insurance, but you've let your
life insurance policy lapse. You read Newsweek, Glamour, and/or
Sports Illustrated; listen to contemporary hits on weekends; and
watch Hard Copy, Home Improvement and Headline News.
METRO MIX
Ages 25 to 39; New York. You play basketball, make 1-900 calls,
read the inserts that come with utility bills, drink rum, and use pay
phones in a bus or train station. Chances are you're female. Although
you have no children, you have a money market account. The Home Shopping
Network? You like it! And you buy window air conditioning units and dress
boots. Like your Successful Single friends, you watch David Letterman,
but also Beverly Hills 90210, Nightline, Family Feud, and the Frugal
Gourmet. You've never done business with an insurance agent.
RUSTIC
Ages: 40 to 69. West Virginia and Canadian Border Region. You're
married, own a dog or cat, change your own oil, and participate in water
heater load control programs. You buy handguns, pick-up trucks, and motor
homes. No ATMcard. You read Ladies Home Journal, McCalls, and hunting
magazines; listen to country stations; and watch As The World
Turns, Rescue 911, and Unsolved Mysteries.
STRUGGLING METRO MIX
Ages: 18 to 39. New Orleans, Houston, Chicago, New York and San Francisco.
You use laundromats, drink beer, make 1-900 calls, and are very likely
to switch phone companies for a 10 percent discount. You read Life,
Sports Illustrated and women's magazines; listen to soft and urban
contemporary stations; and watch daytime television and Baywatch.
DIFFICULT TIMES
Ages: 18 to 24; Southern areas. You're female, with one or more children.
You drink wine coolers, smoke menthol cigarettes, and donate to your utility
fuel fund. You buy video games and subscribe to many calling features
such as call waiting. You watch Fresh Prince of Bel Aire, Baywatch,
and America's Most Wanted.
Back to The Digital Race or back to Singled
Out: An Unapologetically Alarmist Look at Ultra-targeted Marketing
