The Clustered World : How We Live, What We Buy, and What It All Means About Who We Are

by Michael J. Weiss

Explores how businesses and bureaucrats use clustering systems to influence our opinions and choices

Genres: Sociology, Nonfiction, Business, Psychology, The United States Of America, Economics, Society

336 pages, Hardcover

First published December 15, 2000

Reviews

[Sean · Rating 4 out of 5]

Okay, so it's mostly an ad for Claritas's clustering product, but it's very enlightening nonetheless. Even though the book is 25 years out of date, the concept of demographic clusters is not, and they still sell the product today. It gives you a different perspective on the many different kinds of people and their situations around the country.

[ari · Rating 5 out of 5]

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;)

[Pashmina · Rating 3 out of 5]

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.

[Ryan · Rating 2 out of 5]

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...

[James Igoe · Rating 4 out of 5]

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.

[mlady_rebecca · Rating 2 out of 5]

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.