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US Lifestyles Segments

Percept's Demographic Methodology
With US Census data at the foundation, each layer of Percept's   demographic methodology builds upon the previous, resulting in a relevant array of information, presented in a format designed to give church leaders the power of knowing their ministry area.
Each layer of information, common to all Percept demographic products, is discussed below. If you'd like to know more about any one of them, please read on. . .
The US Census
The foundation of all demographic information about people is the national Census. The decennial Census was established in 1790 to provide population counts for apportioning seats in the U.S. House of Representatives. In addition to determining each state’s congressional representation, the Census is used to redefine the boundaries by state for congressional districts. The Census also provides the basis for funding and execution of federal programs, such as unemployment insurance, low income housing, energy and child assistance. Many businesses, state and local governments, universities as well as churches and human service organizations, depend on the Census to provide a solid and reliable foundation for understanding people and communities in the United States. More. . .
Current Estimates and Five-Year Projections
Current-year forecasts and five-year projections provided by PERCEPT are developed by Claritas using current and historical data, as well as economic modeling and data pooling statistical techniques. This process enhances demographic analysis in two important ways. First, it utilizes all current data and information to accurately estimate the current location of the population, households and income. Second, it defines the relationships between each demographic variable and the appropriate economic, cyclical, and migratory factors that cause their movements over time. More. . .
Segmentation Systems and US Lifestyles
There are many tools and techniques available today to assist in performing demographic analysis. Some are very simple while others are much more sophisticated. It is important that the correct tool be used for the type of analysis and results you are seeking to accomplish. If you are simply analyzing one variable at a time such as population counts in your area, it is probably not necessary to invest a great deal of time and money in learning and using complicated analysis tools such as statistical computer software. You can answer many questions you might have by simply adding or subtracting two numbers. For example, to determine if the population has grown during some period of time, you can subtract by hand the current population estimate from an earlier figure and arrive at a quick and accurate answer. More. . .
The Ethos Survey Series
The Ethos Survey Series is a national research project undertaken by PERCEPT to collect and distribute information about the beliefs, attitudes, concerns and religious behavior of the American people. The primary purpose of the project is to provide church leaders with useable, cost-effective tools to help them better understand and respond to people they seek to reach. More. . .
Smart Variables
In order to contribute to a meaningful ministry planning process that doesn’t bog down in the myriad data available, Percept has developed Smart Variables. Smart Variables combine individual data variables into a select set of themes relevant to understanding and telling the story of a particular mission context. More. . .
Percept has invested much in the design and layout of our information products to make them easy to use and present. See why our various demographic reports are called "SmartReports".