ooh, one can find out
what the main claritas lifestyle clusters
are for any given zip code. in my 'neighborhood,' the most common clusters are: money and brains; bohemian mix; gray power; towns & gowns; single city blues. to put it another way: sophisticated townhouse couples (most likely to have a passport, own bonds); bohemian singles and couples (though 'bohemian,' for marketing purposes, includes things like reading 'elle' and shopping at the gap. examples: west hollywood, greenwich village); affluent retirees in sunbelt cities (seriously. most likely to take a cruise, have a safe deposit box. examples: palm springs, winter haven); college town singles (most likely to own a $1000+ computer and watch 'friends,' like they do in madison, or bowling green); ethnically-mixed urban singles (most likely to read baby magazines and use non-interest checking accounts. archetypal example: east portland).