Technical Paper

2021 Esri Tapestry Segmentation Methodology

The latest generation of Tapestry Segmentation, a market segmentation system designed to identify consumer markets in the United States, incorporates the effects of growth and decline in the last decade on established consumer markets plus the emergence of new markets populated by the Millennials and recent arrivals.

Tapestry is a geodemographic segmentation system that integrates consumer traits with residential characteristics to identify markets and classify U.S. neighborhoods. Neighborhoods with the most similar characteristics are grouped together, while neighborhoods with divergent characteristics are separated. Internally homogeneous, externally heterogeneous market segments depict consumers' lifestyles and life stages. Tapestry Segmentation combines the who of lifestyle demography with the where of local geography to create a classification model with 67 distinct, behavioral market segments.

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