What is Tapestry?

Tapestry helps you understand your customers' lifestyle choices, what they buy, and how they spend their free time. Tapestry classifies US residential neighborhoods into 67 unique segments based on demographic and socioeconomic characteristics. That's how you get more insights so you can identify your best customers and underserved markets. And you also get higher response rates because you avoid less profitable areas.

Tapestry lifestyle data is available across the ArcGIS platform in four ways: web maps, reports, infographics, and data enrichment. To access Tapestry, you need an ArcGIS Online subscription. Get started with Tapestry by signing up for a free 30-day ArcGIS Online trial subscription. Or sign in with your existing ArcGIS Online account.

Explore Your Neighborhood

Type in your ZIP code and see demographic and lifestyle information for your area.

Experience the Zip Lookup App →

Tapestry in the News

Tapestry Helps Wendy's Pick the Best Sites

Find out how →

Jason Haley of Stratasan says the release of new Tapestry is the "biggest psychographic news of the year".

Read why →

Dental services chain uses Tapestry and technology to target local Hispanics and publicize their service.

Read why →

Tapestry provides insights into America's changing population.

Read how →

Tapestry describes lifestyles of Houston’s wealthiest residents.

Find out how →

Tapestry in Action

From Outbreak to Containment

 

A sudden outbreak of highly-contagious measles reported in a couple of states alarmed health officials. The disease had been virtually wiped out; however, in recent years, opposition to vaccinations had increased, so more children were not being inoculated. The staff needed to mount an awareness campaign quickly and also set up inoculation locations that would reach the maximum number of people in each jurisdiction.

Someone thought Tapestry could be an effective tool to analyze and segment the population by demographics and lifestyle. Tapestry could also be used to study which types of media would reach the most people. After using Tapestry and other tools to complete the analysis, the teams were ready to implement the plan. Maps were created so teams could easily see where to locate inoculation centers.



Safety First

 

The Weather Service predicted that a major hurricane would make landfall in approximately five days. In a flood zone area, emergency management staff needed to prepare the local population for a possible evacuation. Although they had local names and addresses, the staff didn't know which population segment would be vulnerable and would need assistance in case of an evacuation. The director asked if this type of

information was available. Someone suggested using Tapestry, and staff could identify which population types were considered vulnerable and would need extra help before, during, and after the evacuation. Luckily, the storm veered away from the area and no evacuation was needed; however, the director now knows where to get the best information to identify the vulnerable populations before the next disaster.



The "Where" Factor

 

Information about voters is better than gold to campaign staffs. Knowing how voters might react to issues, what messaging will resonate with different groups, and where to locate candidate events is essential to running a successful political campaign. The underdog campaign team needed to know how to position candidate stops in the opponent's stronghold. After analyzing the voter population with Tapestry, strategists decided that

there were some possibilities. The staff deleted some proposed stops and concentrated on messaging to pockets of voters in a few areas. Based on the Tapestry information, it was decided to hold a couple of town hall events. These were well-attended; voters were interested in the candidate's positions on issues. This response encouraged the campaign to continue "mining" voters in "unfriendly territory".

Get the Tapestry Poster!

This two-sided poster illustrates Tapestry’s 14 LifeMode summary groups and 67 segments across the US at the census block group level. You can also use it to quickly reference some of the demographic and lifestyle variables in the 67 segments.

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Tapestry Poster

Interested in Esri Tapestry Segmentation?

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