Know Your Customer Like Never Before, Part 6: The Remaining Potpourri of Tapestry LifeModes

Know Your Customer Like Never Before, Part 6: The Remaining Potpourri of Tapestry LifeModes

By Jason Haley

For the sixth, and final, installment of our tapestry series, we’ll be covering Tapestry Segments in three differing LifeModes. (You can read the first, second, thirdfourth, and fifth posts here.) 

Since this last post is covering three LifeModes that are unrelated, it will be structured a little differently than the first five posts in this series. We’ll cover a large swath of Urbanization Groups, then specifically dive into each of the three LifeModes separately. Each of the LifeModes will utilize healthcare differently than the next, so we’ll look at each section individually,rather than wholistically, like we have in the past.

It has been a lot of fun covering Tapestry Segmentation throughout this blog series and our hope is that you not only know more than you did when we started, but also how you can utilize Psychographic data to your advantage within your markets and patient populations! If you have any questions about Tapestry Segmentation that these posts have not answered, you are more than welcome to reach out to me directly at jhaley@stratasan.com.

Before we dive into the last post, here’s a quick Tapestry refresher: Tapestry Segmentation was designed specifically for understanding your customer’s lifestyle choices —what they buy and how they spend their free time. This information gives Stratasan, and our you, clients, insights that help identify a facility’s patient types, optimal sites for hospitals, physician offices, FSERS, and urgent care locations. We use the Tapestry Segmentation dataset to help our clients get higher response rates, focus on the most profitable growth opportunities, and invest their resources in the best ways possible.


Urbanization Summary Groups

The Segments in these three LifeModes (Rustic Outposts, Hometown, and Scholars & Patriots) are comprised of all of the Urbanization Summary Groups (besides Group 1). Let’s look over Urbanization Groups 2-6, which are also a great summary of Tapestry’s Urban grouping, one last time:

  • Group 2: Urban Periphery
    • City life for starting families in neighborhoods that fringe major cities
    • The earliest suburbs, built before 1970, primarily single-family housing with some apartments
    • Young families with children, diverse population
    • Homeowners living closer to the city, with below average vacancy rates
    • Leisure focuses on the children (visits to theme parks or water parks), sports (soccer, basketball, baseball) and movies
    • Spending also emphasizes the children—clothing, toys and baby products
    • Parents of small children favor family restaurants and fast food
    • Smartphones are popular for social contacts, shopping, and music
  • Group 3: Metro Cities 
    • Affordable city life including smaller metropolitan cities or satellite cities that feature a mix of single-family and multi-unit housing
    • Single householders seeking affordable living in the city: usually multi-unit buildings that range from mid- to high-rise apartments; average monthly rents and home value below the U.S. average
    • Consumers include college students, affluent Gen X couples, and retirement communities
    • Student loans more common than mortgages; debit cards more popular than credit cards
    • Residents share an interest in city life and its amenities, from dancing and clubbing to museums and concerts
    • Convenience and mobility favor cell phones over landlines
    • Many residents rely upon the Internet for entertainment (download music, play online games) and as a useful resource (job searches)
  • Group 4: Suburban Periphery
    • Urban expansion: affluence in the suburbs or city-by-commute
    • The most populous and fast-growing among Urbanization groups, Suburban Periphery includes one-third of the nation's population
    • Commuters value low density living, but demand proximity to jobs, entertainment, and the amenities of an urban center
    • Well-educated, two-income households, accept long commute times to raise their children in these family-friendly neighborhoods. Many are heavily mortgaged in newly built, single-family homes
    • Older householders have either retired in place, downsized, or purchased a seasonal home
    • Suburbanites are the most affluent group, working hard to lead bright, fulfilled lives
    • Residents invest for their future, insure themselves against unforeseen circumstances, but also enjoy the fruits of their labor
  • Group 5: Semirural
    • The most affordable housing—in smaller towns and communities located throughout the country
    • Single-family and mobile homes in the country, but still within reach of some amenities
    • Embrace a quiet, country lifestyle including country music and hunting
    • Prefer domestic products and vehicles, especially trucks
    • Shop at large department and discount stores like Wal-Mart
    • Fast food and dinner mixes/kits are much more common than fine dining
    • Many make a living off the land through agriculture, fishing, and forestry
    • Time off is spent visiting nearby family rather than flying to vacation destinations
    • When services are needed, this group prefers using The Yellow Pages over Google for help
  • Group 6: Rural
    • Country living featuring single-family homes with acreage, farms, and rural resort areas
    • Very low population density distinguishes this group—typically less than 50 people per square mile
    • Over half of all households are occupied by persons 55 years and older; many are married couples without children at home
    • The least diverse group, with over 80% non-Hispanic White
    • Mostly homeowners (> 80%) , but rentals are affordable in single-family or mobile homes
    • Long trips to the store and to work—often driven alone in a truck or SUV, listening to country radio
    • Blue collar jobs dominate the landscape including manufacturing, agriculture, mining, and construction
    • Many are self-employed, retired, or receive income from Social Security
    • Satellite TV and landline phones are necessary means to connect
    • More conservative in their spending practices and beliefs
    • Comfortable, established, and not likely to move

 

Now that we understand the quite large urban scope of these three LifeModes, let’s take a look at some of their general habits and some of the Tapestry Segments within them:

 

LifeMode 10 - Rustic Outposts

VeryRural.jpg

The Rustic Outposts Lifemode is made up of five Tapestry Segments: 10A - Southern Satillites, 10B - Rooted Rural, 10C - Diners & Miners, 10D - Down the Road, and 10E - Rural Bypasses. Rustic Outposts’ Households tend to be between 28-35 years old, live in single family houses or mobile homes, are White, have median HH incomes between $29,000-$44,000, and stopped schooling after high school graduation.

Households in the Rustic Outposts LifeMode:

  • Country life with older families in older homes
  • Rustic Outposts depend on manufacturing, retail and healthcare, with pockets of mining and agricultural jobs
  • Low labor force participation in skilled and service occupations
  • Own affordable, older single-family or mobile homes; vehicle ownership, a must
  • Residents live within their means, shop at discount stores and maintain their own vehicles (purchased used) and homes
  • Outdoor enthusiasts, who grow their own vegetables, love their pets and enjoy hunting and fishing
  • Technology is cost prohibitive and complicated. Pay bills in person, use the yellow pages, read the newspaper and mail-order books 

Let’s take a closer look at some of the Tapestry Segments that make up the Rustic Outposts LifeMode:

10A.png

 

10C.png

 

10D.png 


 

LifeMode 12 - Hometown

Hometown.jpg

This Lifemode is made up of four individual Tapestry Segments: 12A - Family Foundations, 12B - Traditional Living, 12C - Small Town Simplicity, and 12D - Modest Income Homes. Households in the Hometown LifeMode tend to be 35-40 years old, live in single family houses, are Black and White, have median HH incomes between $22,000-$40,000, and stopped schooling after their high school graduation.

Those within the Hometown LifeMode:

  • Growing up and staying close to home; single householders
  • Close knit urban communities of young singles (many with children)
  • Owners of old, single-family houses, or renters in small multi-unit buildings
  • Religion is the cornerstone of many of these communities
  • Visit discount stores and clip coupons, frequently play the lottery at convenience stores
  • Canned, packaged, and frozen foods help to make ends meet
  • Purchase used vehicles to get them to and from nearby jobs

Let’s take a closer look at some of the Tapestry Segments within this LifeMode:

12A.png

 

12C.png

 

LifeMode 14 - Scholars & Patroits

College.jpg

Military.jpg

The Scholars and Patriots LifeMode is made up of three Tapestry Segments that account for those in college and those that serve in any of America’s military branches: 14A - Military Proximity, 14B - College Towns, and 14C - Dorms to Diplomas. Households in this LifeMode are 21-25 years old, live in multiunit housing and apartments, tend to be White, have median HH incomes between $18,000-$43,000, and have taken some college classes or recently graduated from college.

Those in the Scholars and Patriots LifeMode:

  • College and military populations that share many traits due to the transitional nature of this LifeMode Group
  • Highly mobile, recently moved to attend school or serve in military
  • The youngest market group, with a majority in the 15 to 24 year old range
  • Renters with roommates in nonfamily households
  • For many, no vehicle is necessary as they live close to campus, military base or jobs
  • Fast-growing group with most living in apartments built after 2000
  • Part-time jobs help to supplement active lifestyles
  • Millennials are tethered to their phones and electronic devices, typically spending over 5 hours online every day tweeting, blogging, and consuming media
  • Purchases aimed at fitness, fashion, technology and the necessities of moving
  • Highly social, free time is spent enjoying music and drinks with friends
  • Try to eat healthy, but often succumb to fast food

Since this LifeMode is small and the segments can be so different, let’s take a look at all three of its Segments:

 14A.png

 

14B.png

 

14C.png

 


 

The Takeaway

Throughout this series on Tapestry data, we’ve broken out the various Tapestry Segments by LifeMode and uncovered what the population that falls into each segment does, where they live, and what drives them. With a more in-depth understanding of each segment, we hope that you now feel better equipped to serve your existing patient populations and expand your reach within your markets.

As a reminder, if you missed any of the previous posts in this series, you can read the first, second, third, fourth, and fifth posts here.

Since Tapestry Segmentation is so diverse and can be quite different depending on what part of the country you are in, we’ve broken out the segments within the many LifeModes over the course of this series. Now that we’ve reached the end, you should be able to identify and interpret the Tapestry Segments in your market and coordinate your strategy and/or marketing outreach accordingly.

Article by Jason Haley, GIS Manager for Stratasan

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data analysis esri tapestry segmentation GIS healthcare healthcare data healthcare gis Tapestry tapestry segmentation healthcare analytics partner healthcare market data