In the Unit 11 reading, you were introduced to Tapestry segmentation which uses a combination of geographic, demographic, and lifestyle characteristics to classify consumers. To explore segmentation resources in more detail, complete the following steps: 

1) Go to the ERSI site and review the Tapestry segmentation page. Identify three segments that you would expect to find in your zip code.

2) Then, copy this URL into a browser, ( https://www.esri.com/en-us/arcgis/products/tapestry-segmentation/zip-lookup) and explore your community’s characteristics by entering your zip code. (You can select any two search topics). Review/explore the results, which will populate toward the bottom of the screen.

3) After completing steps 1 and 2 above, prepare a discussion response in which you:

1. Compare the segments that are found in your zip code with your initial prediction.
2. Discuss the extent to which you believe these are accurate descriptions of the main segments of people who reside in your zip code.
3. Discuss anything that surprised you or anything you found interesting when exploring these segmentation resources/sites.