The San Diego Association of Governments (SANDAG) recently completed an analysis that is a conscious effort to better understand the needs and choices of the people who live and work in the San Diego region. This analysis complements traditional demographic analyses developed with public data. This initial analysis resulted in ten groups that highlighted different preferences and needs of individuals across the region. These are broad generalizations and the intent is not for any individual to necessarily identify with only one group or to simplify the diversity of our cultures and experiences.