Dive Brief:

• A new tool from software company Esri places people into marketing boxes based on zip code. 
• The "Tapestry" tool divides zip code residents into 67 unique segments that describe demographic and socioeconomic characteristics. 
• Enter a zip code at the tool here and it will pop up a detailed description of residents in the area -- with names like "Laptops and Lattes," "City Strivers," and "Trendsetters." 

Dive Insight: 

On the surface, the tool might seem a bit judgmental about people who reside in certain area codes, but the data shows the descriptions to be fairly accurate. All conclusions are pulled from hard data, not just public perceptions of the area. Plus, it's a really fun little tool for marketers to play with.