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FYI Guy

Seattle Times news librarian Gene Balk crunches the numbers

July 25, 2014 at 6:00 AM

Interactive map: What your neighborhood says about you

The Nielsen Company just might know more about your neighbors than you do.

The market-research giant can look at any neighborhood in America and — using a system of 66 demographic categories that they’ve developed — tell all sorts of things about the folks who live there.

If you reside on Capitol Hill, for example, it’s likely you’re a “Bohemian Mix” — young and politically-progressive, you’re an apartment dweller with an active lifestyle. You’ve got your smartphone in one hand and a microbrew in the other.

But if you live in West Bellevue, there’s a decent chance you’re a “Mover & Shaker” — middle-aged, affluent, and with no kids in the household, you’re career-focused — and so is your spouse. You’re a loyal Nordstrom shopper. And as an NHL fan, you’d be thrilled if Seattle lands a team.

A few of the 66 demographic types are nearly non-existent in King County, like “Shotguns & Pickups” — working-class families with lots of kids who own a four-wheeler, maybe a horse, and order from Mary Kay.

This data is intended to help marketers target likely customers — but it’s also pretty entertaining.

So which demographic groups rule your neighborhood?

To find out, see our interactive map of King County census tracts below. Scroll over the map to see the top two demographic groups for each tract, and the percentage of households that fit into those categories.

And tell us what you think: Do these demographic profiles accurately capture the types of people who live in your neighborhood — or should these market researchers go back to the drawing board?

Drag to change the map area, or view a full-width version of this map

Source: The Nielsen Company (Map by Garland Potts / The Seattle Times)

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