Aug 06, 2018

Monday Map #6: Earthy Granola Hipsters of Cincinnati

Ok, I admit, this is one of the stranger names for our social segments. However, I think the reasoning behind it will become clear after you see the topics of conversation that make up this category. 

Last week, we explored the "Hipsters of Boston," so it may seem repetitive to present another "hipster" segment. But this group is actually quite distinct. Since the conversation predominantly revolves around food and nature, the practical business implications differ greatly from "Self-Identifying Hipsters." Let's dive in and see why.


How Do You Find "Earthy Granola Hipsters" On Social Media?

We categorize location-based social media content (geosocial data) based on text similarity to reveal how areas compare with one another for a given social topic. Our analysis is more sophisticated than just looking at hashtags and keywords. Rather, these categories are generated through machine learning techniques. In other words, we didn’t set out to find "Earthy Granola Hipsters," it just happens to be a common type of conversation people naturally engage in on social media. 


What is an "Earthy Granola Hipster?"

Some of the 200+ topics our text analysis organized for this specific category are:

turnip, lentils, tomato, fermentation, hotpot, Thai, kombucha, tea, soup, ramen, Vietnamese, haiku, poetry

This segment is into natural everyday pleasures, intellectual pursuits, musical taste, and mental clarity. They express a closeness with nature, especially in their diets.


Over-Indexing Areas for "Earthy Granola Hipsters" in Cincinnati

These are the areas that over-indexed for "Earthy Granola Hipsters" compared to the national average (national average = 0, 99th percentile = 10). We can see that there is more activity on the Kentucky side of the river. This makes sense as these are more rural areas where there is a stronger connection to nature.


  • Fort Thomas
  • Covington
  • Kenton Vale
  • Clifton
  • Highland Heights
  • Mariemont



What would knowing this information help us with? Here are just a few scenarios in which this data could be applied:

Environmental Campaigns: Suppose you are a business that wants to market an environmentally-friendly product. Or maybe you work for the nature center and hope to promote more sustainable practices in your city. Understanding where your potential buyers/ promoters are could inform a campaign strategy and allow you to leverage areas where support is strong.

Property Owners: Perhaps you have a shopping center with a tenant that isn't doing well, despite what the demographics tell you. A deeper look at the geosocial data could show there are over-indexing areas for "Earthy Granola Hipsters," "The Outdoorsman," and other segments that suggest a more health-focused tenant is what the community needs.   

Product Stocking and Optimization: Are your stores located near a high-indexing "Earthy Granola Hipster" area? You should consider stocking your shelves with relevant products that this group is known to buy. 


The level of "Earthy Granola Hipster" behavior can tell us a lot about an area, especially when observed alongside other social segments. What companies or use cases could you see this map being valuable for?


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