What’s My Cluster? A Look Into PersonicX

Have you ever wondered how advertisers such as Facebook can seemingly know so much about you?  The answer boils down to 7 simple questions that can place you into one of 70 Clusters and 21 Groups in the PersonicX model developed by Acxiom.  As a happy coincidence, Facebook employs this very same model.

What is PersonicX?

According to the Acxiom website, “Personicx segments U.S. households into one of 70 distinct clusters within 21 life stage groups.”  The goal of categorizing individuals into different clusters and groups is to make advertising more effective.  You can try out the demo on the Acxiom website (they say that the results won’t be used for anything besides the demo purposes).

Link to the Demo

I inputted our answers and got Cluster #21: Children First.

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Generally, the lower the Cluster #, the more affluent the individual happens to be.  Cluster #70 “Resilient Renters” describes unemployed or temporarily employed renters living in mixed housing.  Cluster #1 “Summit Estates” describes the wealthiest group.

The methodology, and descriptions of all 70 Clusters is available here.  Scroll about half way down to see the Clusters.

What Cluster do you belong to?  Was it eerily accurate?

Ringing in the New Year

2016 is here.  Hopefully it is not quite as much of a blur as 2015.  We celebrated at home with grandparents and aunts.  Frugal Boy got to open some more presents and was absolutely delighted with the tractor.  Wheels need not apply.


Entertaining guests in the Midwest in the winter is always a bit of a challenge.  We filled the time by going to a classic car dealer/showroom.


Then for lunch we went to the Bustaurant.  It is a double decker bus that has been converted into a food truck.  The kitchen and order counter are on the first floor and seating is on the second.



Well that was a fun diversion.  Eh guvernor?


Back at home we played with blocks.


Some of us went to the local downtown game store and played games for free.  I thought it was really neat that you could take almost any board or card game off the shelf and sit down at a table and play it.  BFB, before frugal boy, Shae and I visited my brother and sister-in-law and they had a very similar game shop that let you try out games.  One additional nicety that we discovered with our local game store was the ability to rent board games for the night.

For a total of $5 we rented two games, Tsuro and Munchkin Steampunk Edition for 5 days.

Tsuro ended up being very popular in our house.  The easy to learn but difficult to master game had more than a few people engaged.


Nobody made it to midnight on new years eve.  Maybe next year!