About StatSocial Clusters

Our data scientists have modeled the entire US population into 200 unique clusters. Using billions of inputs for over 120M US consumers, we have segmented naturally occurring population clusters across distinct demographic and household types, personality traits provided by IBM Watson, combined with people’s passions, which we have sourced from their social activities online. For those familiar with traditional clustering models such as PRIZM, Personicx, Mosaic, and Tapestry, we believe this layer of social behaviors, which only StatSocial can offer, provides the richest possible insights into what motivates different types of people. We think you’re going to love the context our cluster analysis will provide.


A Bargain Around Every Corner
Under the magnifying glass here is a group of 40-something, suburbanites, nearly rural, and 87% women. IBM Watson’s Personality Insights® says they’re Conscientious in the grand scheme, and fairly Agreeable. They are not at all Neurotic. Their shared affinities are a combination of food manufacturers, big box stores, and other companies known for producing or vending consumer goods for which affordability is a major selling point. Additional affinities include couponing, contests and giveaways, and discounts. Frugality is their common ground, or perhaps just good old fashioned common sense (and cents, but not so much scents… no one likes cheap perfumes or colognes).

A Leftward Slant
This group resides so entirely within the city, the city practically resides within them. 53% male, and a mid-40s crowd. IBM Watson’s Personality Insights® has concluded from their analysis of our data that this cadre is not even a little Agreeable. Also, this lot is only a hair above moderately Conscientious, and not at all outgoing. But they are profoundly Open to new experiences, and virtually free of Neuroses. They’re liberals, or at least seem to lean that way. What we know for certain is that their shared affinities read like a what’s what and who’s who of the nation’s most prominent, leftward leaning newspapers, magazines, websites, and bloggers/columnists.

Alternative Nation
These women and men, in their 20s and 30s, are suburbanites. They wish they’d been old enough to have attended Lollapalooza when it was an annual tour. Most of their favorite bands not only still exist, but remain among the biggest rock bands in the world (Foo Fighters, for example). But when collected in this manner, selling out stadiums, or not, the alt music roots favored by this faction are glaringly apparent. IBM Watson’s Personality Insights® tells us this bunch is Agreeable, Extraverted, and Neurotic to equal but not excessive degrees. They are least of all Open, consistent with the conservative (not politically) streak their love of what’s now modern classic rock suggests.

Angsty Monsters & Super Freaks
The end of ‘Twilight’ by no means marked the end of mopey, teenaged vampires, werewolves, and unblemished young people chasing after those things that go bump in the night. This group displays a partiality to TV serials of a “Young Adult” sort, that forgo the scary side of horror to focus more on its once, and far too long overlooked high school melodrama elements. The pleasant appearing stars of these properties are the defining shared affinities among this group. IBM Watson’s Personality Insights® says this lot is Neurotic and outgoing. The same could be said of Frankenstein’s monster (has a teenaged version, with unusually good abs for a reanimated corpse, been attempted?).

Another Woman’s Treasure
This is a group of rurally-centered women, in their 20s. Their mutual affections reveal them as prone to getting wrapped up in the trials and tribulations of assorted teen moms, denizens of the Jersey Shore, members of the extended family of late defense attorney Robert Kardashian, and others best known in our culture for treading the hallowed halls of “reality.” This bunch takes a necessary break from reality’s harsh glare and enjoys escapism now and again. They find the films of Channing Tatum diverting, for example. IBM Watson’s Personality Insights® add that this lot is Neurotic to an especially noteworthy degree. This confirms what we’ve all known all along, reality is no picnic.

Backwoods Basketball
Outside of the cities and even the suburbs, a group of mostly men in their 20s and 30s are pointing their satellite dishes toward where they’re beaming down broadcasts of the NBA. These rural basketball fans also enjoy America’s currently most prominent practitioner of prizefighting, Floyd Mayweather. Also, it seems, the stadium-strong comedy of Kevin Hart makes them laugh. They keep up with the finer points and analyses of basketball, and sports in general, on the TV, via ESPN, and online via Bleacher Report. IBM Watson’s Personality Insights® reveals they are least of all Conscientious, but they are most of all Neurotic.

Backyard Trappin
Men and women in their 20s and 30s, mostly from the suburbs, who favor jams of a hip hop variety, but with a more decidedly electronic flavor. While Neurotic above all other personality traits, according to IBM Watson’s Personality Insights®, they are also an Agreeable and outgoing flock.

Basketball Jones
Suburbanites here, 79% dudes. in their late-20s-to-early-30s. This assortment of gentlemen are easily characterized. Their shared interest is the great American sport of basketball. Particularly, it must be noted, when played at the highest level by the most prominent professionals in our country’s fine National Basketball Association. We know, thanks to IBM Watson’s Personality Insights® that their ranks accommodate the Agreeable and Conscientious to degrees below the average, but they’re a touch more Neurotic. Generally, though, it’s a mix as folks of all personality types enjoy a good game of roundball.

Beantown Ball
The portion of our country called New England does have an NFL sports team named for it. They play, though, in the greater Boston area (although it is also close to Providence). The region also has a Major League Soccer team named for it, The Revolution. They play, though. where the NFL’s Patriots do. Boston’s sports teams carry the reputation of the whole region, and much of it’s rural. It is from those areas where these mid-30s-to-early-40s men and women hail. Since the Red Sox have finally shaken that Bambino Curse, IBM Watson’s Personality Insights® tells us Neuroticism is low here. Despite their love of dirty water, Conscientiousness is their most prominent trait.

Beltway Buffs
This group of suburbanites, 67% female, are in their mid-40s-to-early-50s. This bunch is primarily into politics. From their shared affinities, however, it seems they’re non-partisan in this affection. Presidents Trump, Obama, and Clinton, Secretaries Clinton, Kerry, and Carson, Vice President Pence, and even Senator Sanders, are among their mutual interests. Media mogul Oprah Winfrey and daytime talk show queen, Ellen Degeneres, are also present. What analysis does IBM Watson’s Personality Insights® provide to perhaps help crack this enigma? Well, they are slightly less Neurotic than average, and considerably more Conscientious and Open to new experiences.

Body Electric
Here’s a group, 83% women, breathing clean country air, and still in their 20s. They are consumers of health oriented products. They participate in competitive sports, and try to stay lean. They also enjoy enhancing their appearances from the outside, with an affection for body art. While tethered to the material realm in the aforementioned ways, this group does look to the stars, or at least to their horoscopes. They are believers in astrology. IBM Watson’s Personality Insights® barely finds the Conscientious here, but they find an abundance of the Neurotic.

Bones Fans, Possible Whedonites
This assortment of borderline rural 40-somethings is 80% female. IBM Watson’s Personality Insights® finds this congregation more Neurotic than average, and less open to new experiences. Their clearest shared affinity is the long-running, now concluded Fox drama ‘Bones.’ Various inconclusive theories have arisen, given connections that can be made among the affinities. Nathan Fillion, Eliza Dushku, ‘Bones” own David Boreanaz, and the short-lived series ‘Firefly’ are all shared interests, and all hint at Joss Whedon fandom. Whedon himself, though, is nowhere to be found. A love of the Fox network’s more genre-oriented programming is the most conclusive we can get.

Bucolic Battle Royale
This group of men and women are in their 30s, and dwell in rural areas. We also know they dig the WWE, chiefly in its contemporary form, but with a hint of nostalgia for the ’90s “Attitude Era.” IBM Watson’s Personality Insights® says this bundle of humans are Neurotic and Extraverted, most of all, and Open to the tiniest extent. Worthy of mention is that outside of their love for the WWE’s sports entertainment, women of especial athletic prowess also find favor among this group, such as Maria Sharapova and Ronda Rousey.

Comedy Connoisseurs
We all like comedy, we all have favorite comedians. This is a family of web-dwellers who may love, say, Aziz Ansari and Sarah Silverman, but they dig deeper. This bunch is into the whole culture of comedy podcasts, and those funny men and women who are deemed the comedians’ comedians. To them, comedy is music, and while they laugh hard, their appreciation runs deeper than the average Kevin Hart or Dane Cook fan. Men and women, but more so the former, this mostly urban dwelling bunch display none of the Big Five Personality Traits to an excessive degree, but IBM Watson’s Personality Insights® has determined from our data that they are Neurotic most of all.

Cosmetically Colossal
This group of suburban women in their late-20s-to-early-30s are above all else, interested in the vast array of consumer products with which one might decorate a face. Lipsticks, rouges, powder-puffs, compact cases, their common affinities tell us they can’t get enough of the stuff. IBM Watson’s Personality Insights® tells us that while they are Neurotic, perhaps they are not to the extent you might think. They’re also a bit more Conscientious than the average group. But above all else, their mutual affections tell us the most vivid tale. From boutique to big name brands, cosmetics are not something with which this circle engages passively.

Countrified Linksmen
This group of country-folk, 80% of whom are male, are in their mid-30-to-early-40s. IBM Watson’s Personality Insights® has detected the Conscientious and Open among this lot to degrees exceeding the average. The Neurotic would be in short supply were you to join them to shoot 18 holes. Conveniently, their shared affinities revolve around just that activity. More contemporary PGA pros are present than old school names — depending on your definitions — but that would be owing to the social presence of the older players. The presence of ‘Golf Digest’ and ‘The Golf Channel’ let us know these are true believers. The presence of Nike Golf suggests these are not just armchair putters.

Country Girls
Far outside of the city resides this group of mostly 30 or 40-something women obsessed above all other things with contemporary Nashville€™s biggest stars; the handsome, fit men with perfect smiles, and their often blonde, but also always perfectly pearly-white grinning girl-next-door female peers. A million miles from Hank Williams perhaps, but their records usually have pedal steel on them, which coupled with the inevitable vocal twang keeps the country fan assured they€™re in the right place. This cluster is Neurotic to a degree slightly greater than many of our more rural groups, but IBM Watson€™s Personality Insights® has determined from our data that they are an Agreeable bunch.

Country Sunday Warriors
Well outside the city, this group of 80% men find themselves every Sunday, each autumn, doing what men inside the city, and the suburbs do as well. Carcass parked on the couch, possibly with a six pack on hand, perhaps some buddies and nachos entering the picture as well. This group of 30-somethings’ shared affinities reveal them as devotees to our grand National Football League, and the titanic, lightning fast gentlemen who play for that fine organization. IBM Watson’s Personality Insights® shows all personality types as being present here to a degree below the average, with the Neurotic — present just a hair above the average — being the exception.

Do You Even Lift?
Observe these suburbanites, 67% women, who are Conscientious above all other traits, and so lacking in Neurosis, according to IBM Watson’s Personality Insights®, the mere thought is statistically insignificant. They are (or live) what they read. They are participants, not mere voyeurs. Thumbing through the health and fitness oriented periodicals that dominate their shared affinities would leave one quite Neurotic had he or she not left the couch in a while. Running, weightlifting, eating to maximize the body’s potential, this is what they keep up with. A health guru or two pop up among their loves, along with prominent chains, stores specializing in vitamins, supplements and the like.

Do You Like Huey Lewis and the News?
Very much of the city, this assortment, which includes 61% men, in their late-30s-to-mid-40s, like to keep up with the stock market, and just the greater worlds of investment and finance. IBM Watson’s Personality Insights® tells us this outfit is Conscientious to a degree well above the average, and Open to new experiences to a greater magnitude than the norm. This bunch is also not at all Neurotic. Financial publications, online and in print, cable shows and networks dedicated to discussing business and the economy — and some related, prominent personalities — analysts, columnists, broadcasters — dominate their shared affinities.

Does Anyone Still Even Read?
In the concrete jungle, this party of late-30s-to-mid-40s folk are made up of 54% women. You may spy them at all manners of cafés, and you’ll recognize them from their noses, invariably buried in books. IBM Watson’s Personality Insights® says they fall short on being Agreeable and outgoing. They are also, though, lacking in Neuroticism. Conscientiousness, they’ve got covered.. The vast majority of their shared affinities are book publishers. By whom we mean Random House, Penguin, Simon & Schuster, etc. Literary critics, book editors, and, yes, even an author or two have also found their way aboard their list of bonding passions.

Dwelling on Dwellings
This group is made up of 75% women and they’re in their mid-to-late 40s, living in rural areas. They’re very into residences. Where these residences are located, how they might be improved, what improvements their owners have made to them, what improvements might be made to their own homes, and so forth. The Conscientious can be found here profoundly, IBM Watson’s Personality Insights® adds that here Neuroticism is scarce. The shared affinities that bring these folks together? Publications, cable channels, and stores catering to home improvement. Some of TV’s best-known carpenters, or facsimiles thereof, also pepper the list.

Edie Em’s
These urbanites, 58% men, and in their mid-20s-to-early-30s are the ones who took what Electronic Dance Music was in the 80s and 90s — dozens of genres and subgenres, constantly striving to innovate — and turned it all into one, big, loud, dumb genre of music where it all sounds alike to even its biggest fans. IBM Watson’s Personality Insights® reveals a group sort of lacking any predominant personality traits, beyond a slightly heightened tendency toward Neuroticism. Whatever their hang-ups, though, it’s all forgotten when they’re standing in a field together, bouncing up and down, watching an extravagant pyrotechnic display, and waiting for that bass to drop.

ESL and Excel
This is a countryside roaming pack of 76% women in their mid-40. The analysis of IBM Watson’s Personality Insights® fleshes that out by adding they’re exceptionally Conscientious, but not at all Agreeable. They are profoundly Open to new experiences, though, and not at all Neurotic. The affinities shared here revolve around adult education. English as a second language, and matters of college admissions, financial aid, and such concerns define the cluster. The sum total suggests a narrative where, while possibly a mix, these are more people seeking to be educators than those seeking to be educated.

Excellent Eggheads
This group of 40-something men and women are rurally located. Not terribly outgoing or Agreeable, they are also not all that Neurotic. IBM Watson’s Personality Insights”® analysis of the data surrounding this throng adds that they’re moderately Conscientious, and uncommonly Open to new experiences. Some of their shared affinities are as straightforward as physics, astronomy, and biology. Pop scientists such as Mr. deGrasse Tyson, Mr. Nye, and Brian Cox are also among their mutual interests. Scientific journals, both for the scholar and the layman appear, as well. And demonstrating a bit of well-roundedness to their academic inclinations, art history is also a shared affinity.

Fandom 101
Here we have a group of young women with a strong and vehemently articulated fondness for Twitter and pop chart mainstays, One Direction and 5 Seconds of Summer. Those who’ve witnessed the unified campaigns of these camps on Twitter — should scandal or slight, befall one of their slender idols — might not be surprised by IBM Watson’s Personality Insights’® observations that they’re both outgoing and Neurotic. This lot is fiercely loyal to the gentlemen involved with each of these groups (be they members past or present). YouTube stars have also captivated the attentions of this audience, who display a stronger devotion to their favorite things than just the passing fan.

Fashionista Passionista
This coterie of late-30s-to-early-40s suburbanites is comprised of 66% women. This group’s bonding affinities revolve around those matters sartorial. They’re fashion-folks. Notably, some social-networking sites — particularly Instagram and YouTube, where the latest and future trends often get their first wide exposures, and certain tastemakers have taken up public residence — also rank in their shared affinities. That is, alongside major fashion houses, designers, and publications. This group is Open to new experiences, conspicuously lacking in Neurosis, and IBM Watson’s Personality Insights® adds Conscientious to a degree in excess of the average.

Food Court Cult
Far outside of the city there exists a group, consisting of 69% women, in their late-30s-to-early-40s, who are least of all Open to new experiences, and most of all Agreeable. This, of course, according to our data when looked at through IBM Watson’s Personality Insights® tool. Where this lot may be prone to excess would be in the areas of salts, carbohydrates, and saturated fats. Even if it’s the increasingly common healthy alternative menu items they favor, though, this crew is bound by a love of the restaurant chains dotting roadside America (and frankly many of the rest of the world’s roadsides), and these franchises quickly and/or ready prepared, relatively affordable meals.

Foodies and Wineys
These urbanites, in their 40s, are about 73% female. More Agreeable and outgoing than the average, they are also — as IBM Watson’s Personality Insights® points out — not at all Neurotic. They are exceedingly Open to new things. Grouped together here via their common affinities they are revealed as fans of wine and food. What’s that you say? So are you? Well, you may be in this group. If not, perhaps it’s a matter of magnitude. They dig both ‘Saveur’ and ‘Bon Appétit’ magazines, Oliver, Bourdain, and Batali. Plus, one of the items on their list of common interests is “food,” independent of that is “wine,” and finally “food & wine” appear as an altogether third line item.

Funny People Make Me Laugh
This group of rural-roamers consist of 85% percent women, and they’re in their mid-30s-to-early-40s. IBM Watson’s Personality Insights® identifies this group as Agreeable lot, but not particularly Open to new experiences. The shared affinities among this assortment include things of a comic nature. While they enjoy lighter and more genial venues, such as Jimmy Fallon’s and Ellen DeGeneres’ TV shows. They don’t shun edgier stuff, such as Chelsea Handler’s show on Netflix, or the material one might encounter on the Will Ferrell co-founded website, ‘Funny or Die.’ Cable news, particularly CNN also ranks, as do Oprah and President Obama.

Gamers Not Lamers
Nerds do still play video games, but the stereotype died years ago. Rappers, sports stars, runway models, and NASA scientists all play those things now (not sure about the last two). You don’t become a billion dollar industry only catering to nerds. With superhero movies and TV shows being the biggest entertainments there are, and San Diego and New York Comic Cons both attracting crowds in excess of ONE ZILLION each, it’s simply time to admit that either everyone’s a nerd, or no one is. Here, be they Poindexters or Fonzies, it is video games that are the unifying affinities. Neurotic to the greatest degree, according to IBM Watson’s Personality Insights®, they are least of all agreeable.

Gen Y Hip Hop
This group is in their early-to-mid-20s, suburban based, and 63% male. They are up on the latest in contemporary hip hop. Chance the Rapper, Kid Cudi, Wiz Khalifa, Kendrick, and even give a nod to still relevant old timers such as Kanye. They’ve got an ear to the underground, and the beats, flows, and mixtapes coming from names the average fans might not yet know, such as Dorris Unstoppable. While open to new sounds within their milieu, IBM Watson’s Personality Insights® says in general they’re not much Open to new things. They are more outgoing (or Extraverted) than the average group, however.

Generation Skate
The suburban version of disaffected youth. A parking lot in which to loiter and skate, and they are generally content (or happily malcontent). See this summers’ Warped Tour line-up? Don’t recognize the names? That’s who this gang digs most. Bands whose names are sentence fragments (Movie quotes? Literary allusions?). Despite the “nice bunch of kids” look to these groups, they’re often classified as “metalcore.” One can’t help but think that even the 2017, pushing-60 version of Slayer would reduce these kids to tears. IBM Watson’s Personality Insights® assures us that the requisite angst — or, if you prefer, Neuroticism — is present and abundant in this cluster.

Gossips Sink Ships
This group of largely 30-something, urban and suburban women are an Agreeable group, according to IBM Watson’s Personality Insights®. They are also, to a lesser degree, Extraverted and Neurotic. What they share, though, in terms of their greatest affection is the scuttlebutt coming out of Hollywood and other places where the famous, fabulous, and generally widely well-known dwell. The Gospel according to Perez, E! Online, and People.com are readings of which they partake on a daily basis.

Gotta Have Faith
This group consisting of 76% women, from deeply rural surrounds, and in their 40s, are people of abiding faith. IBM Watson’s Personality Insights® has derived from our data about this bunch a profile most would find pleasant company. They are notably Agreeable, Conscientious, very outgoing (or Extraverted), and not the slightest bit Neurotic. When it comes to being Open, they do dip a bit below the average. Who this group is, though, are Christians. Dedicated, Evangelical Christians. Their shared affinities include megachurch ministers, popular Christian rock bands, inspirational podcasts, and such. All signs point to their congenial demeanors being underpinned by a strong faith.

Habitual Concert Attendees
Have you ever paid top dollar to see a favorite band from great seats, and wind up sitting next to people who don’t even seem to know the band’s name? These folks just love going to big concerts. Sabbath, Weezer, Coldplay, Nine Inch Nails, The Killers? All good, according to their shared affinities. So long as the music’s loud and the $20 beers are cold. Appropriately, IBM Watson’s Personality Insights®, tells us they are Agreeable above all other personality traits. Then they are equal parts Neurotic and outgoing, but surprisingly Open to new experiences least of all. Which if you think about it makes sense. The bands may change, but the experience does not as much.

Hip Hop: For the Children
This group consists of 72% men, in their mid-30s-to-40s, and living in the city. They’re shared affinities revolve mostly around ’90s and ’00s Hip Hop. More contemporary names do rate as worthy of their attention. But, for example, many members of Shaolin’s finest (that’s The Wu-Tang Clan) rank among their greatest shared loves. Also such basic essentials to the Hip Hop fan with his or her ear to the ground, such as ‘XXL Magazine,’ and online mixtape repository/free-for-all, DatPiff.com are common ground for this squad. IBM Watson’s Personality Insights® tells us this team is Open above all other things, and Agreeable to a relatively statistically minor degree.

Hip Pop Life
This assortment of 20 and 30-somethings dig contemporary Hip Hop and R&B’s biggest names, and just for good measure, they also share an affection for LeBron. As for the Big Five Personality Traits, IBM Watson’s Personality Insights® identifies this crew as containing an almost alarmingly low population of the Conscientious. This cluster is, however, quite outgoing, and my goodness are they Neurotic as heck.

HipComs Plus
IBM Watson’s Personality Insights® tells us this group of suburbanites, 79% women and largely in their late-20s-to-early-30s are most significantly Neurotic. To rather dramatically lesser degrees they are then outgoing (Extraverted) and Agreeable. What makes them simpatico, though, is a mutual love for some of the 2000s slightly hipper network sitcoms. Meaning the likes of ‘Parks & Rec,’ ‘The ‘Office,’ and ‘How I Met Your Mother.’ So dedicated are they to ‘Parks’ that “woodworking” is one of their affinities (a defining obsession of the show’s Ron Swanson character).

Hipsters
With this throng, urbanites in their 30s, you’ve just got to call it like it is. These are hipsters. Men and women (54% the latter) in their 20s and 30s. They listen to arena-headlining musical acts, but take their pride in their refined tastes; Bjork, Radiohead, Arcade Fire, etc. Their excitement over LCD Soundsystem’s return has been unrestrained. Pitchfork readers, still, and if they can, they attend each year’s SXSW. They laugh at themselves, watching ‘Portlandia.’ ‘Vice’ is a valued news source. Open above all other personality traits. IBM Watson’s Personality Insights® also says they are equal parts Neurotic and Conscientious, which is a hair below average.

Hooligantastic
This is a lot that lets their true colours (note the spelling) show when it comes to their love for the United Kingdom’s many fine association football — or, as we say here in the states, soccer — teams. Gary Lineker, Wayne Rooney, Arsenal FC, ‘Match of the Day,’ and more of the sort, all find themselves among the most highly esteemed preoccupations of this array of internet users. Open to new experiences most of all, but Agreeable to the least degree, IBM Watson’s Personality Insights® also tells us that they are measurably more Conscientious than they are Neurotic. So much for our assumptions about the average U.K. footie fan.

Hoooray for Hollywood
City-dwellers, 60% female, and in their late-30s-to-early-40s. Their mutual affinities are not specific filmmakers or films, but instead the many film studios and production companies dotting the Hollywood landscape (meaning, Universal, Paramount, etc.). IBM Watson’s Personality Insights® says fewer Agreeable and outgoing types are to be found here. In addition to loving those who spend the big bucks to bring us entertainment all year, they are also quite pronouncedly not Neurotic. This suggests they are not actors, screenwriters, filmmakers, producers, or in any way involved in film production. But who’s to say? They are a Conscientious crew, and notably Open to new experiences.

Hunting and Homemaking
This group of 80% women, in their late-20s-to-early-30s, live about as far from the city as you can get. IBM Watson’s Personality Insights® has derived from our data they’re a bit more Neurotic than the norm. What’s made of these particular social media users a conglomerate here are their shared affinities for rurally set reality shows. This would, as you may already be thinking, mean above all others, those featuring the well-facial-haired, hunting gear tycoon Robertson clan. This lot of reality TV enthusiasts are, as you might expect from country folk, Agreeable and outgoing (or Extraverted) above all other traits.

Impressarios and Riddick Bowe
This group of mostly suburbanites are 72% female, and in their late-20s-to-mid-30s. According to IBM Watson’s Personality Insights® this is not an Agreeable pack. They are however excessively Open to new experiences. Their most prominent shared affinities are for entrepreneurs, particularly those from outside of America. But controversial Latin American political figures, and a former heavyweight prize fighting champion also rank highly among their affections. Groups like this, locating large numbers of social media users passionately sharing disparate interests illustrates one of StatSocial’s extraordinary powers. If an audience exists, we can find them.

Infinite Monkeys and a Typewriter
This group shares an unusual assortment of passions. They’re in their mid-30s-to-early-40s, suburbanite and made up of 60% women. Social media is like a room filled with millions. Simple probability says, with a tool like StatSocial to ferret them out, you can find groups who passionately share the most disparate assortment of preoccupations. This lot’s affinities fail to reveal any manner of coherent narrative. Danny Glover, Mandy Moore, Bob Vila, The Esquire Network. We promise it goes on with that much rhyme and reason. and that is part of the fun. IBM Watson’s Personality Insight’® adds that these folks are slightly more Agreeable than average, and a tiny bit less outgoing.

Internet Inspiration
Here we have a group of rural men and women in their mid-to-late-30s. IBM Watson’s Personality Insights® has derived from our data that they are Agreeable and Extraverted to the greatest degrees. From there, they’re moderately Conscientious, and least of all Neurotic. The last trait suggests this congregation has a confidence in their faith. The most prominent partialities evident in our data are not just some of Evangelical Christianity’s bigger names, but specifically preachers and inspirational figures who have made a big name for themselves with Evangelicals online.

Jet City Athletics
These early-40-somethings live in the country. Surrounded by pine trees, we’d bet. We base our hypothesis on their shared affinities for the professional sports teams, media outlets, and the personalities associated with each, native to what was once known as Jet City. Seattle’s association with Boeing (hence, “Jet City”) has in recent years taken a backseat to grungey music and multi-billon dollar coffee and software enterprises. IBM Watson’s Personality Insights® reveals to us a group among whom none of the Big Five Personality Types are profoundly present. This bunch is, however, a bit less Neurotic than the typical bunch.

Just a Jump to the Left
This group of urban and suburban dwelling 40 and 50-somethings are distinguished first and foremost by their political sympathies. This group is unified by a preference for the most prominent liberals and/or progressives in the popular media and culture. Maddow, Moore, and the like. By a significant margin the personality trait most prevalent among this group is an Openness to new experiences. IBM Watson’s Personality Insights® adds that to a somewhat lesser degree, but still to the degree of second greatest prominence, they are Conscientious.

Just Tweetin’ ’bout Dave Matthews
While only 30% male, this ensemble to the naked eye has a whiff of “bro.” Then you recall that for some baffling reason women love Dave Matthews, as do this squad. IBM Watson’s Personality Insights® tells us these suburban 40 and 50 somethings are pretty moderate in all regards, except they are slightly less Neurotic than is typical, and not the most outgoing bunch. In addition to the chill vibes of the DMB, this horde counts among their shared affinities Twitter CEO Jack Dorsey, and his two co-founders, Evan Williams and Biz Stone. A number of prominent either outright Democrat figures of import and high profile, or decidedly left-leaning media sources are also to be found here.

Keeping Things Right
These folks in their 40s and 50s, living far outside the city, are unabashedly politically conservative men and women. The trait IBM Watson’s Personality Insights® has helped us identify among this crew above all others is an Openness to new experiences. The trait, somewhat unsurprisingly, least present is Neurosis. Fox News hosts and contributing pundits and talk radio stars — obviously not mutually exclusive in many cases — are most prominent among their shared interests. A continued loyalty to the GOP, and a fondness for our nation’s 45th president are also represented among their shared affinities.

Kulture Kweens
The Kardashians are uniters not dividers, as such it’s unsurprising to see their names prominently among a list of the shared affinities binding together a group who otherwise might have little in common. But here, while other A-list celebrities — such as Rihanna, Snooki, and Nicki Minaj — are shared areas of interest, a whole gaggle of the Kardashian clan, and their many high profile associates predominate. IBM Watson’s Personality Insights’® analysis of our data says this coterie of devotees to the “Kult of K” are reasonably Agreeable, fairly outgoing (or Extraverted, in the language of the Big Five Personality Types), and, well, quite profoundly Neurotic.

La Liga Believas
Spain’s most competitive pro football league, Primera División, or what’s simply known as La Liga, has a profound international profile. This, especially for playing in such a comparably small country. When you can attract the likes of Cristiano Ronaldo and Leo Messi to your league — players so famous that even Americans who couldn’t care less know who they are — people will pay attention. When their season is underway, they can dominate American Twitter trends. Those driving those trends are probably in this cluster. IBM Watson’s Personality Insights® observes that the Agreeable and outgoing are only to be found here in paltry quantities. The Conscientious, however, are abundant.

Late Night Pop
This rural assemblage of nearly 50/50 men and women, are in their late-20s-to-mid-30s. It seems they like to laugh. Or at least enjoy the men who host the talk shows airing in most major markets in the 11:00 – 12:30, or so, time slots, who try to make their audiences laugh. This cluster also enjoys the country’s most popular stand-ups, and some of popular music’s biggest names, from Blake Shelton to Drake. Eclectic, sure, but this shows us who exactly is out there. IBM Watson’s Personality Insights® says this group is Conscientious least of all and Neurotic most of all. The outgoing (i.e. Extraverted), are second most prevalent.

Latin American Zealots
This group of 30-something urban-dwellers, 69% female, and in their 30s, share affinities for an eclectic mix of singers, TV personalities, actors, and even illustrators. The folks they admire hail from places as geographically diverse as Mexico, Colombia, Puerto Rico, and Guatemala. What the objects of their affection share, though, is they are all celebrities from Spanish speaking, Latin American countries. Our data in marriage with IBM Watson’s Personality Insights® tool has been able to determine this group is Open to new experiences to a degree well exceeding the average. While not at all Neurotic, they are also even less Agreeable and Conscientious.

Latte, Subtitles, & Brunch
This group of city-folk consists of 72% women in their late-30s-to-mid-40s. They read ‘The Atlantic’ and listen to NPR. They find Ira Glass just delightful, and while they prefer to only watch PBS, one of the exceptions they’ll make is Comedy Central’s ”The Daily Show.’ IBM Watson’s Personality Insights® has surmised from analyzing our data that they’re not the most Agreeable lot the world has ever known, nor are they really all that Extraverted. They’re also, however, not Neurotic, which is good as that is what their analysts tell them. They are Conscientious to an extent in excess of the norm. Again good, as this is how they like to envision themselves.

Left-Handed Smoke-Shifter
This collection of folks is 69% female and living entirely in the city. The Agreeable are in short supply in their midst. The Conscientious are present to no more than a middling degree. IBM Watson’s Personality Insights® does add, though, that they’re not terribly Neurotic. Their common ground? Well, the affinities they share include the publication ‘Mother Jones,’ U.S. Senators Elizabeth Warren and Bernie Sanders, and suffice to say nothing from there on out much contradicts expectation. If needed to be spelled out, though, these folks appear to be of a liberal, or if you prefer, progressive political leaning.

London Calling
This 76% female group of deeply rural folks are in their late-20s-to-early-30s. British pop culture seems to be their bag. Not so much costume dramas, or regional detective series, but those Brit celebrities who dominate the panel, chat, and quiz shows that are the default staples of their broadcasting. IBM Watson’s Personality Insights® tells us this lot is Open to new experiences least of all. They’ve found their love for Brit chat and panel shows — and the comics and general celebs who appear most on them — and they’re going to stick with that. The Extraverted (the psych term for outgoing) can be found among this lot to a degree just a smidgen in excess of the average.

Love, Hip Hop, & Reality Itself
This group consisting of 86% women, in their 20s and early 30s, are suburbanites. The shared affinities that blatantly distinguish them, and bind them here, is their fandom for VH1’s reality TV franchise ‘Love & Hip Hop’ in its various guises (‘New York,’ ‘Atlanta,’ and ‘Hollywood’). Another, secondary shared love — surely not added here to be clever — is Hip Hop, the musical genre, which they do indeed seem to love. Conscientiousness, according to IBM Watson’s Personality Insights®, ranks lowly among this group. Of the Big Five Personality Traits, Extraversion ranks significantly, and Neuroticism is their most prominent trait.

Marketing to and for Marketers
These here city-folk are 62% female, in their mid-30s-to-early-40s, and either for fun or profit (leaning toward the latter) they like to keep up with the ad game from behind the curtain. IBM Watson’s Personality Insights® shares their analysis that isn’t a super Agreeable crew, but also not at all Neurotic Conscientious? Somewhat profoundly, actually. This chorus’ shared affinities include ‘Ad Age,’ ‘Ad Week,’ ‘Inc.,’ and ‘Fast Company.’ Not too many clusters find Ogilvy & Mather among their common interests, this one does. As we say, we don’t believe these are dilettante marketers, but — poetically and literally — those trafficking Madison Avenue each week.

Mere Christianity
This group of rural residents is made up of 72% women, and they’re in their mid-30s-to-early-40s. IBM Watson’s Personality Insights® finds this lot substantially Agreeable, and then Conscientiousness but not so dramatically. They are not Neurotic. What bonds them together is Christianity, largely of a southern Evangelical variety. The dominant presence is one of a Black Baptist nature — esteemed black preachers, popular black baptist gospel singers, etc., dominate the list — there are exceptions worthy of mention. Joyce Meyer’s positivity-centric, Christian podcast, ‘Enjoying Everyday Life’ rates highly, as does President Trump’s “spiritual advisior,” televangelist, Paula White.

Millennial Striver
These urbanites consist of 84% women and are mostly in their 20s. IBM Watson’s Personality Insights® says that this bunch is outgoing, Neurotic, and not open. Sources for chit-chat in big city fashion, PR, and marketing offices — celeb gossip, etc, — are chief among their shared interests. Also: Lingering fascinations from their Millennial youths (lPete Wentz?). A curated selection of contemp top 40. A love for J-Pop; just an affectionate nickname used to describe Japanese pop music. No different than the sort of prefab, youth oriented pop that is produced anywhere. In truth, it owes more of a debt to western pop than any “J” elements. Its relative obscurity gives it a certain cache.

Mostly Marvel
This group of 65% suburban women find that their common affinities are decidedly superherocentric. The most prominent points of sympathy among this herd of adherents to the betighted demigods of modern-day mythos are the superhunks who actually don those afore-referenced tights. This, these well-remunerated gym-rats do on screens both big and small. IBM Watson’s Personality Insights® tells us this bunch is equal parts Agreeable and Extraverted. They are Neurotic to a far greater degree. Worth noting, the source material for these televisual and cinematic serials — meaning, the actual comic books themselves — are a shared point of compatibility here as well.

Newsies
This here ensemble are about 64% women, living in the suburbs, and are in their mid-to-late-40s. The Conscientious and the Open minded (in terms of new experiences, etc.) are to be found here to a degree exceeding the average. The Neurotic are relatively absent from this posse. This is a bit surprising as the shared affinities that make of this group of guys and dolls a cluster are the major, mainstream news outlets; your New York Timeses, CNNs, and what-have-yous. The state of the world, on which this bunch appears to be keeping up diligently doesn’t faze them much. Or so it would seem. Good for them.

Physician, Heal These People
This here flock of suburbanites is 75% female, suburban, and in their late-40s-to-early-50s. IBM Watson’s Personality Insights® has calculated from our data that the Conscientious are to easily be found among their ranks, as are those Open to new things. If you’re looking for the Neurotic here, though, you’d have better luck elsewhere. The common affinities which make of these women and men a cluster revolve around some of the country’s better known and most highly-esteemed hospitals and health care facilities. Also, though, WebMD, and to somewhat sully an otherwise top-rate cluster of affinities, ‘The Dr. Oz Show’ has found its way in there as well.

Poppermost
These days pop music is more niche than ever, but its purveyors still manage the broadest name recognition. Look at who’s coming to your town to headline your local enormodome. Jam bands, EDM DJs, indie groups, metal bands, earnest rockers, bands whose names are so unfamiliar you think they might just be made up, etc. And of course, the unabashed popsters of whom you’ve actually heard. They all sell tickets, but most to the only people aware they exist. This urban-based cluster is dedicated to Katy, Gaga, Taylor, Justins both Timberlake and Bieber, etc. IBM Watson’s Personality Insights® tells us Neuroticism is their most prominent trait, with Extraversion nipping at its heels.

Proud and Out
These are city mice, 50% men and women. They favor those things most commonly identified as being of interest to gay men. To make our meaning clear, we mean Bette Midler, Cher, and RuPaul. In isolation, we’d still be generalizing. However, add affinities like Neil Patrick Harris, ‘Playbill,’ and Audra McDonald. Oh! And publications such as ‘The Advocate’ and ‘Gay Life.’ The interpretation of our data is always impartial, but not insensitive. We feel this is fair. IBM Watson’s Personality Insights® tells us Neuroticism is the second most prominent trait to be found here. The most prominent is an outgoing nature (or in pro-terms, Extraversion).

Puck Heads
In the rural-‘burbs you will find these 59% male, mid-30s-to-40-somethings. While akin to a religion in Canada, down here hockey is often treated like the runt of the pro sports litter. Walking anywhere within the vicinity of Madison Square Garden after a Rangers game, however, one would have a difficult time believing that. Not the NFL, granted, nonetheless the fans the game does have in the lower-48 are dedicated. IBM Watson’s Personality Insights® tells us these fans are dead-on averagely Neurotic, notably below-average in terms of being Agreeable, and a hair above the norm when it comes to being Open.

R&B of Quality
This assortment of suburbanites are 81% women and in their late-20s-to-mid-30s. IBM Watson’s Personality Insights® fills us in on the fact that they are Extraverted and Neurotic above all other traits, and Conscientious to the least extent. What bonds them together here, though, is that they favor the side of R&B/Hip Hop culture that strives for genuine quality, innovation, and keeping the game fresh and progressive. They have a respect and passion for the old school’s most prime and influential acts, but their ears are constantly open, and they’re always on the lookout for the best of what’s going on now.

Rating the Superhunks
The group subject to scrutiny here is 76% female, in their 30s, and living in the suburbs. IBM Watson’s Personality Insights® tells us they are, just a modicum in excess of the average, both Agreeable, and Neurotic. A passing glance at the grouping of shared affinities binding these folks together suggests a penchant for the pec-tacular and well abdominized. Names like McConaughey, Chris Evans, Channing Tatum, and the like leap out. But once you wipe the muscles out of your eyes, you’ll notice Samuel L. Jackson, Seth Rogen, and even Emma Watson in there as well. It’s movie stars who seem to really predominate. And, well, movie stars tend to be good looking.

Ready to Rumble
MMA and social media timed their coupling beautifully. Each made its ascent at the dawn of the ’00s. The latter played a large part in the growth of this once maligned sport. Social media gave the athletes a voice, and the public learned there was more to MMA than some bloodbath freakshow. These were serious practitioners of martial arts, disciplined and philosophical. The accessibility to fans, increased personal investment. Here we have 78% men in their mid-30s-to-early-40s, in the country, and definitely invested in their favorite fighters. IBM Watson’s Personality Insights® shows a tribe notably lacking in Conscientiousness and Agreeableness. Otherwise, though, an even-keeled clique.

Rhythm and Pop 2000
Suburban and about 76% female, these 20 and 30-somethings like their R&B and pop. While almost all their favorite artists are still active and vital, they’e also been around a while and are established. You could say this bunch favors the old school, if not the oldest school. It’s worth noting that, upon observing their common affinities it’s clear that this assemblage also shares a passion for fashion. Neurotic most of all, and then Extraverted to the next greatest degree, IBM Watson’s Personality Insights® also tells us that they are least of all Open to new things. Their continued love of the R&B and pop of the early naughts, above all else, seems consistent with this.

Rustic Rasslin’
This assortment of largely dudes in their 20s and 30s enjoy what Vince McMahon, Jr. came to rebrand as “sports entertainment.” But you and we, and we’d bet most of those in this bunch, still call it good ol’ professional wrestling. Era-wise, they seem partial to wrestling from the 90s’ “Attitude Era” to the current day. Neurotic as they are outgoing, and neither to an especially excessive degree, IBM Watson’s Personality Insights® shows all other traits as not being dominant at all. What dominates is a love of men in tights grappling, with a storyline of intrigue and betrayal providing a backdrop for it all.

Screaming for Vengeance
Unsurprisingly these men and women — in their 20s and 30s, and well outside the city for the most part — are, as IBM Watson’s Personality Insights® informs us, Neurotic least of all. Why? Because the metal keeps them confident, united, focused, and strong. Metal is their maiden, and Maiden — wiith a capital M — coming to town is one of each year’s highlights. Shunned and mocked by many elitist music fans, they are unconcerned. They are bonded by blood, leather, and steel, and if all else falls by the wayside, you can guarantee this group will still be banging their heads.

Sons & Daughters o’ The Funny
With this group of city-dwellers, in their mid-30s-to-early-40s, 56% of whom are women, their common affinities tell us comedy is king. IBM Watson’s Personality Insights® tells us they are Open to a degree slightly above average, and Agreeable to a degree comfortably below. They are also, though, less Neurotic. Their above-referenced tastes in the funny, which bond them together, range from more upscale fare, such as Albert Brooks and the TV show ‘Arrested Development,’ to the more take no prisoners stuff like Howard Stern and Seth MacFarlane. Late-night talk hosts find love with Conan, Kimmel, and their ilk, also present and accounted for

Sporty Indoors and Out
This assembly of folks is in their 30s, 71% men, and rurally-centered. Their shared affinities speak to a yen for contact sports on the TV. Particularly NFL and NCAA football. They love baseball and basketball too. Not mere witnesses, they participate in sport as well. Fishing and hunting, in particular, appeals to this pack. Generally okay with our nation’s 45th president, they are least of all Open to new experiences, and nearly as lacking in Conscientiousness. Neither, trait though, is entirely absent. IBM Watson’s Personality Insights® adds that most of all they are Neurotic and Agreeable, but again neither to a spectacular intensity.

Stuck Inside of Mobile
This group of 59% suburban men, in their mid-30s-to-early-40s, are not so much loyal to a brand as a specific area of consumer technology. IBM Watson’s Personality Insights® tells us this gang is not the least bit Neurotic. They are also more Conscientious and Open to new ideas and experiences than what’s average. The shared affinities that make of these folks a cluster? They dig Amazon AND Apple. The iPhone AND Kindle. They read Mac related publications and online tech-writers whose focus is primarily on Android news. The cherry on top? Some games and apps, mostly exclusively associated with mobile tech — but of all makes — are peppered among their common interests.

Suburban Globetrotters
These urbanites and suburban-dwellers, 68% female, in their late-30s-to-mid-40s seem to be fond of junkets, both global and domestic. Travel publications, blogs, and websites aplenty punctuate their common loves. Additional shared affinities include things such as cruises, hotels, leisure travel, and even Italy and New York City. So, it seems they are participants, not mere voyeurs. IBM Watson’s Personality Insights® surmises that the Conscientious are within their ranks to a degree in excess of the average, and those Open to new experiences can be found here easily as well. The Neurotic? All but absent from this group.

Suburban Laughter
Here we have a group of 66% women in their late-30s-to-early-40s living in the country. IBM Watson’s Personality Insights® says they are Neurotic most of all and Conscientious to the least extent, though neither dramatically so. Were you to hang out with this group, you might not laugh, but you’d probably watch them do so. Their shared affinities include ‘How I Met Your Mother,’ Russell Brand, Ricky Gervais, Sarah Silverman, the website ‘Funny or Die,’ satirical perennial ‘The Onion,’ and a relatively varied assortment of performers and media outlets with comedy being their common, ostensible primary purposes.

Television Singin’
This group of 89% women in their late-30s and early 40s live well outside the city. An Agreeable bunch, quite outgoing, a little Neurotic, and — IBM Watson’s Personality Insights® adds — not really at all Open to new experiences. They are, however, open as can be to singing contests on the television. ‘America’s Voice Got Talent Idols,’ or what-have-you. They like the contestants — both those who went on to continued fame, and those who are more cult faves among the various shows’ fans — they like the judges, and of course they like the programs themselves. It all adds up, though, to loving it when singers compete on TV.

That NASCAR Life
Far outside the city you’ll find this group of half and half women and men, in their late-30s-to-mid-40s. Stock car racing, a long time ago, was the sport of racing standard production cars, unmodified, in the state they were in when they came off the assembly line. Now, apart from superficial appearance, the cars are finely-tuned precision machines. NASCAR, the privately owned host of the sport’s most high profile and prestigious races, dominates this group’s shared affinities. IBM Watson’s Personality Insights® finds a mixed crew, with no personality traits jumping out as excessively present or lacking. That is apart from Neurosis, which is comfortably below average here.

That’s a Heck of a Lot of Tech
These 67% male city-folk, in their 40s, are techies. Neither Agreeable nor Extraverted, they are, however, more Conscientious and Open than average. IBM Watson’s Personality Insights® adds they are also vastly less Neurotic than what’s typical. As we say, the common affinities that make of this mélange a tribe? Tech. Websites and publications that report and provide reviews on the latest. The biggest companies in the digital world, as well as some of the biggest names (such as, Marissa Mayer or Bill Gates) can be spied among their mutual affections. Their interests seem broad and all-encompassing. The tech-centric are well-advised to spread their nets wide in these fast-moving times.

The All-Embracing Enigmatic
This group consists of 74% women, they’re in their late-30s-to-early-40s, and living in, or quite near, the city for the most part. IBM Watson’s Personality Insights® has surmised that this lot is not terribly Extraverted, and are rather pronouncedly not Agreeable. They are however not a Neurotic bunch. This is an eclectic team, showing off our platform’s abilities to find groups who share seemingly random passions. This troop’s shared affinities start with some things quite specifically, but then only tangentially involving Florida. Then there’s a French model, a TV singing competition contestant, and this only hints at the diverse and inscrutable assortment within.

The Fashion Fourth Estate
Here we have a group of 90%, mid-to-late-30s women, safely and exclusively within the city limits. Their defining affinity is a need to keep up with the news. Be it online, or in print, they need to know the latest. Not, however, about world affairs, but about the clothes on their backs, what clothes SHOULD be on their backs (not just this season, but next), and what clothes should be on everybody’s backs. IBM Watson’s Personality Insights® informs that they’re Conscientious to a degree exceeding the average. While their presence is not nearly as dramatic, those Open to new ideas and experiences can also be found among this crowd with some ease.

The Second Chapter
This intriguing assemblage is bout 63% female and in their late-40s-to-early-50s. They dwell in urban climes, or very close by commuter suburbs. Divorce, dogs, and stamp collecting are the first shared affinities one sees. A certain profile comes to mind. But then we see homeschooling, scuba diving, an assortment of entrepreneurs, angel investors, an interest in real estate, patents, and so forth. We’ll leave it to you Sherlocks to deduce your own narratives, but some compelling ones come to mind. Especially low on Neurosis, IBM Watson’s Personality Insights® also has found from our data this lot is Conscientious and Open to the new and different.

The Sports Must Be Reported
This is a group of mostly men, residing in rural areas, or at least the most distant suburbs, they are in their late-30s and early-40s, and they love to read about sports in the paper or online, and watch them be dissected, analyzed, debated, or simply reported on the TV. Not terribly outgoing, they are even less Agreeable. On the other hand, IBM Watson’s Personality Insights® adds that they’re not particularly Neurotic and they are Open to new experiences. So bring on ESPN-3D or even ESPN VR, as we know just the fellas who will be open to trying it out.

Things are Getting Real
This group of female suburbanites in their 30s and 40s love the TV classified as reality. ‘Game of Thrones’? Maybe later, there’s a ‘Real Housewives’ marathon on, and ‘Real Housewives: Westeros’ is still some years off. The bunch under scrutiny here has no time to even change the channel to HBO. The only movements of significance that will be occurring will be getting up to make some more Jiffy Pop during the commercial breaks. Agreeable and outgoing most of all, the thing IBM Watson’s Personality Insights® tells they are the least of all is Open to new experiences. We suspect a group of housewives — real ones, naturally — in a new city might be an exception.

Toughest Job You’ll Ever Love
These are the men and women willing to make the ultimate sacrifice for our freedom. Or at least these are the men and women whose common affinities indicate they’re interested in the aforementioned men and women. The primary topic running through this band’s common affinities are organizations, people, and matters related to the United States Military. This group is rural in residence, and in their mid-40s. We can see that when it comes to the Big Five Personality Types they’re not Agreeable at all, really, nor are they outgoing. They are also, however, not the least bit Neurotic and are quite Conscientious as well as Open to new experiences.

TV then, TV now
In the suburbs, maybe a bit in the city, resides this group of mostly women in their 40s. They are Agreeable and outgoing. IBM Watson’s Personality Insights® adds that what they’re not is particularly Open to trying and/or experiencing new things. This might explain the strain of nostalgia which predominates their shared affinities (broken by the presence of former cable, and now streaming talk show pioneer Chelsea Handler). A touch of 80s sitcoms, MTV reality and game shows from the early-’00s, some 90s-names find their way in there, and pop culture with a strong emphasis on television rules the affinity roost in general.

Tyler Perry’s ‘Scandal’
This group of 80% women, in their 30s and 40s, live a bit in the city, but more in the ‘burbs. When viewed through the lens of IBM Watson’s Personality Insights®, our data says that among this bunch you’ll find those of an Agreeable personality the second most prominent. The outgoing (or Extraverted) are best represented. The affinities binding this team are largely those African American entertainers and media figures with more of a family, and/or grown up appeal. Meaning, in other words, Tyler Perry for the former, Kerry Washington for the latter, and Steve Harvey — depending on the project — appealing to both.

Univision Collision
This aggregate is bound by two of the world’s most powerful forces, language and TV. This group of urbanites is 72% female, and in their 30s. IBM Watson’s Personality Insights® concludes this group is well shy of Agreeable. Similarly, they are not an outgoing (or Extraverted) bunch. Profoundly, however, they are also not Neurotic. To dramatic degrees they are Conscientious and Open. The common loves that bond them together here are Spanish language celebrities, mostly — but not quite exclusively — from Mexico. American audiences would, in nearly every case, have been exposed to these celebs via the hugely popular, American Spanish language television network, Univision.

Vlogger$
Here’s a group of 64% women, who — being in their mid-20s-to-early-30s — grew up in the era when YouTube was becoming king. PewDiePie was as famous as Michael Jordan to this faction, for years, by the time much of the world was just learning his name (and his yearly income!). What bonds this suburban dwelling flock together is a love for YouTube’s original top-tier of stars. IBM Watson’s Personality Insights® says this pack is Neurotic above all other traits, but they’re also quite Agreeable; meaning here, friendly and compassionate. This lot also displays greater Conscientiousness than most clusters comprised of younger people.

Watch What You’re Eating
This bunch consists of about 83% women, mostly in their mid-to-late-40s, and living in the country. These rural ladies and gents are Conscientious, though. More than the average folk. Also maybe a bit more Agreeable. Neuroses, it wouldn’t hurt to mention, doesn’t trouble them much. They have cable, or satellite, or maybe streaming. Difficult to know, but they enjoy TV programming that revolves around food. Chief among their shared affinities is the cable network most dedicated to the subject. It’s not just Paula Deen and Guy Fieri with this gang, though, the more gourmet offerings of Mario Batali, Bobby Flay, and Giada De Laurentiis make for good viewing in their opinions as well.

Whatever happened to “and crafts”?
These urbanites, consisting of 68% women and men, are in their mid-to-late-40s. Their trip is art. IBM Watson’s Personality Insights® helps flesh out these potential bohemians or patrons. The Conscientious and the Open can be found among these throngs to degrees where you couldn’t swing a wet towel — were they surrounding you — without hitting one or the other. As promised, the primary mutual affinities here revolve around art. Fine art and art history are right there at the top of the list. Many of the country’s most celebrated and esteemed museums are to be found as well. Some people do it for the money. This bunch, they do it for the ART.

Who Shot J.R.?
Texas is a huge state with a ton of major cities. Each is surrounded by sprawling suburbs, and beyond those vast, rural expanses which still count on that city for their newspapers and local TV stations, favorite sports teams, and with some planning and maybe a lengthy drive, a night out at the theater or seeing a favorite band. In this case we’re dealing with sister-cities who together create a greater metropolitan area (even sharing an airport), Dallas-Fort Worth. Troy Aikman, Cowboys, Mavericks, The Observer, all present and accounted for. IBM Watson’s Personality Insights® says this group is least of all Neurotic. They are Agreeable most of all, if only moderately.

Willie, Mickey & The Duke
A suburban bunch, about 75% male, in their mid-30s-to-early40s, and mostly rurally-based. This group’s common love is hardball. The National Pastime. You get the picture? The shared affinities of these bleacher bums (just sounds good, maybe they have skyboxes) include players and teams, and even more so broadcasters and media outlets focused on the sport. IBM Watson’s Personality Insights® finds them least of all outgoing and only slightly more Agreeable. They are not, however, contentious introverts to too dramatic a degree. They are, it should be added, Neurotic to an extent below the typical, and most of all Open to new experiences.

Windows, Wins Though
Distantly suburban, bordering on rural, this group — 54% of whom are male — are in their mid-30s-to-early-40s. Enthusiastic about their technology, they forego the cult of Apple. It’s all Windows and Androids with this crowd. IBM Watson’s Personality Insights® tells us they’re less Neurotic than the average, and the outgoing would be found among this group to an even lesser degree. They are, though, notably Conscientious. Their shared affinities literally include Microsoft, Windows, T-Mobile, Samsung, Android, straight up just “computer and video games,” and so forth. They’re about their tech heavily, but they’re not elitist about it. Refreshing, really.

You Can’t Improve Perfection, Sweetie!
This group consists of 74% women, and are suburbanites. Age-wise they are in their late-40s-to-early-50s. IBM Watson’s Personality Insights® has surmised from our data that they’re not Neurotic and they are Conscientious. Their shared affinities seem to revolve around self-improvement, such as self-help guru Tony Robbins. This bunch may also seek the counsel of actual gurus, as yoga is among their mutual loves. Pursuits for spiritual centeredness seem evident, such as the shared affinity for Buddhism. This list would be naked without Oprah, but don’t worry she’s there. And to add that touch of quackery you were craving, ‘The Dr. Oz Show’ also helps bind this cluster together.

You Nerds Do You
The billion dollar superhero movie franchises, the ubiquity of all things related to ‘Star Wars,’ and the lucrative video game industry might prompt one to contend that there is no “nerd culture” any longer, it’s just pop culture. They’re mistaken. Nerds are fine. This lot here, mostly rural and only 55% male, bucking stereotypes, is in their late-30s and early-40s. The requisite ‘Star Trek,’ in its various TV guises, crowds the affinities. The Next Generation’ being best represented. Role Playing Games, the Neil deGrasse Tyson reboot of ‘Cosmos.’ Really a non-nerdy interest nowhere to be found. IBM Watson’s Personality Insights® says they’re not Agreeable, and a smidgen Neurotic.

Young Pop Divas
This group of 20-something urbanites is 87% female. Their shared fondnesses are for some of pop culture’s — particularly popular music’s — most visible young women. Victoria Justice, Arianna, Emily Osment, and so on. Equal parts, and strongly, Neurotic, outgoing (Extraverted), and Agreeable. IBM Watson’s Personality Insights® adds they’re at best moderately Conscientious, and really not Open at all. For the female pop stars occupying this gathering’s thoughts, a group of young men have snuck in there. If you’d counted the Jonas Brothers out as old news, you should know they find favor here. You had not accounted for the combination of sit-ups and venues where shirts are not required.

Zacks & Codys
Teens and young women, more suburbanite than cosmopolitan, who came of age admiring Disney Channel and YouTube stars, following these performers — when possible — into their adult careers. IBM Watson’s Personality Insights® reveal this group as outgoing and Agreeable, but also — perhaps owing to their youth — a bit Neurotic. Music fans, this is a bunch whose tastes lean toward the slightly more alternative shores of the mainstream. These tastes suggest a gentleman with well appointed eyeliner would not trouble them a bit. Perhaps accordingly, their politics lean a bit to the left.