Coke or Pepsi? Data Says Your Answer Matters More Than You Think

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Since I poked a little fun at Hunch's inability to find me good gifts for those closest to me, I should note that they've got a great bit of data analysis on the age old question, "Coke or Pepsi?" It turns out that your answer actually is more tightly correlated with a set of other
behaviors and beliefs than you might think.

As we noted, Hunch works by asking people a bunch of questions and correlating those things with each other. Sometimes, they find that seemingly irrelevant choices are actually quite predictive of what demographic you fall into.

Here's Hunch's summary of what their data says it means to prefer one soda over another.

SNAPSHOT OF FINDINGS

* Coke drinkers are habitual e-mail checkers (in part because they have multiple e-mail accounts) who either live in the 'burbs or an urban environment. They're devoted foodies who love their sushi, order their burgers with some pink in the middle, prefer their fries bistro style and birthday cakes to be either made from scratch or purchased from a bakery (no cake mixes here). Furnished with the likes of Crate & Barrel and Ikea, their homes are stylish and contemporary -- a comfortable place to return to after their travels, which are frequent. Coke drinkers definitely have a valid passport and are more likely to speak several languages.

* Pepsi drinkers, on the other hand, might not have had a vacation in the past six months and it's going to be a while before they get out of the country (if ever). They're more likely to be homebodies who enjoy spending time with their children and catching up with their favorite TV programs. Periodicals such as Better Homes & Gardens and the Food Network Magazine inspire DIY projects in the kitchen and around the home. And while they love their Facebook -- Pepsi drinkers are more likely to be avid Facebook users -- the iPhone? They could take it or leave it.

Read the full story at Hunch.

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Alexis C. Madrigal

Alexis Madrigal is the deputy editor of TheAtlantic.com, where he also oversees the Technology Channel. He's the author of Powering the Dream: The History and Promise of Green Technology. More

The New York Observer has called Madrigal "for all intents and purposes, the perfect modern reporter." He co-founded Longshot magazine, a high-speed media experiment that garnered attention from The New York Times, The Wall Street Journal, and the BBC. While at Wired.com, he built Wired Science into one of the most popular blogs in the world. The site was nominated for best magazine blog by the MPA and best science Web site in the 2009 Webby Awards. He also co-founded Haiti ReWired, a groundbreaking community dedicated to the discussion of technology, infrastructure, and the future of Haiti.

He's spoken at Stanford, CalTech, Berkeley, SXSW, E3, and the National Renewable Energy Laboratory, and his writing was anthologized in Best Technology Writing 2010 (Yale University Press).

Madrigal is a visiting scholar at the University of California at Berkeley's Office for the History of Science and Technology. Born in Mexico City, he grew up in the exurbs north of Portland, Oregon, and now lives in Oakland.

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