Esri with over a billion dollars in annual
revenue, divides Americans into 67 different groups based on
household characteristics, personal characteristics, and
more-gathering and then maps where they live. Esri gathers info
from the Census, the American Community survey, and other
licensed or proprietary databases.
Clients use this information to decide where to open stores, post
advertisements, build developments, and more.
http://nordic.businessinsider.com/the-67-types-of-people-in-america-2016-10?r=US&IR=T
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