Lifestyle clusters are used extensively in direct marketing stuff......
Lists are purchased by area/lifestyle etc. They can tell you the likelihood of kids in household, ages, disease rates all sorts of good info for making that target just a little bit smaller.....
And the companies that provide the analysis get a good penney for it too...
and just like in any industry, there are good providers and there are garbage providers.
Most of the stuff I do now is for hospitals (just moved into the neighborhood, you probably got a letter from one of my systems...lol). Most hospitals target their mail pretty carefully varying the message delivered based on lifestyle segmentation.
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