An article in the Oct. 6, 2003, edition of BrandWeek highlights some research done recently by Claritas, a market research firm. Its Prizm NE consumer segmentation system of more than 60 lifestyle clusters is based on what Claritas calls "geodemography." Among the newer clusters:
Based on their research, is Des Moines the hippest city in America? The Downtown School is located in ZIP code 50309. Plugging that into Claritas' engine, that neighborhood is home to plenty of City Startups and New Beginnings.
Fast Company hit the mark!
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