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Dataset Structure

Eighty PersonaLive segments, seventeen groups, segment ID codes, and the full code reference table.

Segments and groups

At its lowest level, PersonaLive classifies every U.S. household as one of 80 segments based on behavioral and demographic signals. For example, a household may be classified as Roaring Retirees—retired or near retirement, empty nesters with active lifestyles. Each segment has a full behavioral profile in the Segments tool.

Each segment belongs to one of seventeen groups. Groups are thematic rollups for higher-level analysis and simpler activation. Roaring Retirees belongs to the Suburban Boomers group (D).

Segment ID codes

Each segment has an ID code that uniquely identifies the segment, identifies its group, and gives a rough income ordering.

Segment and group codes are ordered by income, so segment A01 has the highest median income of all segments. What does the Roaring Retirees code D02 tell us?

ValueWhat it tells you
Full ID code D02Uniquely identifies segment D02 (Roaring Retirees)
Group ID DSegment is in group D, Suburban Boomers—4th-highest median income among groups (only A, B, and C are higher)
Within-group ID 02Second-highest income among segments in that group

ID codes are a concise way to refer to segments in files, APIs, and technical workflows. In the PersonaLive app, names appear as CODE: Display Name (for example, D02: Roaring Retirees).

Table of segment codes, names, and groups

Names below match the current PersonaLive platform catalog.

CodeNameGroupGroup name
A01Midas MightAUltra Wealthy Families
A02Sky HighAUltra Wealthy Families
A03Exclusive ExburbsAUltra Wealthy Families
A04Family OutpostsAUltra Wealthy Families
A05Suburb ChicAUltra Wealthy Families
A06Tech TitansAUltra Wealthy Families
B01Fusion FamiliesBWealthy Suburban Families
B02Satellite ScionsBWealthy Suburban Families
B03Backyard BlissBWealthy Suburban Families
B04Babies Burbs & BlessingsBWealthy Suburban Families
C01Good Life CitizensCUpper Suburban Diverse Families
C02Family & FaithCUpper Suburban Diverse Families
C03Flourishing FusionCUpper Suburban Diverse Families
C04Frugal FashionistasCUpper Suburban Diverse Families
C05BootstrappersCUpper Suburban Diverse Families
D01Pets & Empty NestsDSuburban Boomers
D02Roaring RetireesDSuburban Boomers
D03Timeless TribeDSuburban Boomers
E01City SaborENear-Urban Diverse Families
E02City ChicENear-Urban Diverse Families
E03Generational Go GettersENear-Urban Diverse Families
E04Fashion FusionENear-Urban Diverse Families
E05Mixed MeccaENear-Urban Diverse Families
E06Eastern HeritageENear-Urban Diverse Families
F01Game Time GloryFBlue Collar Suburbs
F02Fast Lane FamiliesFBlue Collar Suburbs
F03Penny Wise ParentsFBlue Collar Suburbs
F04MilitaryFBlue Collar Suburbs
F05Old Town RoadFBlue Collar Suburbs
G01High RisersGEducated Urbanites
G02Silicon NationGEducated Urbanites
G03UrbanistsGEducated Urbanites
H01Young StarsHYoung Professionals
H02Rising ProfessionalsHYoung Professionals
H03Raising The BarHYoung Professionals
H04CollegeHYoung Professionals
I01Big City ProgressivesIYoung Urban Singles
I02Multicultural RentersIYoung Urban Singles
I03Rust RentersIYoung Urban Singles
I04AdultingIYoung Urban Singles
I05SolosIYoung Urban Singles
J01Picturesque ProsperityJSunset Boomers
J02Destination RetireesJSunset Boomers
J03Couples Coasting InJSunset Boomers
J04Golden City SolosJSunset Boomers
J05Scenic SeniorsJSunset Boomers
K01Rural RetirementKBudget Boomers
K02Snowbird SetKBudget Boomers
K03Big Box BoomersKBudget Boomers
K04Faith & FootballKBudget Boomers
L01Northern LightsLRural High Income
L02Cornfield CabernetLRural High Income
L03Country BaronsLRural High Income
L04Pension PasturesLRural High Income
M01Wide Open SpacesMRural Average Income
M02John Deere CountryMRural Average Income
M03Camo & CornfieldsMRural Average Income
M04Kids & CountryMRural Average Income
N01Dirt Road DynastyNRural Resilience
N02Southern CrossNRural Resilience
N03Heritage HavenNRural Resilience
N04Rural RationersNRural Resilience
O01Small Town SatellitesOSmall Town
O02Main Street USAOSmall Town
O03Starting LineOSmall Town
O04Harmonic HamletsOSmall Town
P01Farmsted FusionPMelting Pot Families
P02Next WavePMelting Pot Families
P03In The HeightsPMelting Pot Families
P04Heritage CultivatorsPMelting Pot Families
P05Reggaeton RoadsPMelting Pot Families
P06Cultural CollectionPMelting Pot Families
Q01Rhythmic RentersQCity Hopefuls
Q02Urban UpgradeQCity Hopefuls
Q03City StartersQCity Hopefuls
Q04Intrepid InfluencersQCity Hopefuls
Q05Diesel BluesQCity Hopefuls
Q06Blue Collar GritQCity Hopefuls
Q07Historic TransitionsQCity Hopefuls
Q08Aspiring ParentsQCity Hopefuls

Competitive Dashboard

Benchmark a brand against competitors on market share, penetration, geography, and growth drivers.

Methodology

How PersonaLive combines social, spend, location, and demographic signals to build household segments.

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Segments and groupsSegment ID codesTable of segment codes, names, and groupsRelated