Cohorts divides the US population into 32 segments — 13 representing married households, plus 9 single female segments and 8 single male segments. Each is labeled according to the most frequent actual first name in the group, so the lists have names like Alex & Judith or Elwood & Willamae. Amazingly, the labels do resonate with the accompanying characteristics that Cohort identifies, such as demographics and product preferences.
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