Research Industry Celebrates 25 Years Since Creation of Geodemographics

Date: 1 June 2004

The science of geodemographics - now a much-valued research tool - is celebrating the 25th anniversary of its UK launch this year. To commemorate the occasion, The Market Research Society's (MRS) Census and Geodemographics Group is hosting a special seminar to spread understanding of this important methodology amongst market and media researchers.

The seminar - Classifying People by where they live - will be led by the founders of geodemographics in the UK: Ken Baker, the first market researcher to classify respondents by geodemographics; Richard Webber, originator of the ACORN and MOSAIC classification systems; and Peter Mouncey, Director of Research at the IDM, and one of the first clients to apply the new technique.

Geodemographics was first introduced to the market research community in 1979, when Ken Baker presented the results of Target Group Index survey data cross-tabulated by ACORN at the annual MRS conference. This presentation was to change the face of market research and spawn the birth of the geodemographics industry in the UK.

Nowadays, the use of geodemographics is commonplace amongst nearly all large consumer-facing organisations and geodemographic codes have been added to almost all mainstream market research surveys. However, there are still many market and media researchers who have little opportunity to understand the practical benefits to them and their clients of linking market and media surveys to geodemographics.

During the half-day seminar, delegates will have the opportunity to learn more about the practical applications of geodemographics, including:

How well do neighbourhood classifications map with attitudinal, lifestyle or lifestage segments?
How easy is it to append these segmentations to survey results?
How can the results be applied through DM channels to target individual customers?

Barry Leventhal, MRS Census and Geodemographics Group Chair, said, "Geodemographics transformed the UK market research industry when it was first unveiled in 1979. Since then its importance has grown unimaginably as organisations continue to demand increasing depth of information about their customers. However, we are aware that there is still a high percentage of market and media researchers who do not fully understand the benefits of geodemographics to them or their clients.

"As a result, we thought that the 25th anniversary of the founding of geodemographics was a fitting time to host a seminar dedicated to increasing understanding of its uses." Barry continued, "The fact that delegates will have the opportunity to pick the brains of the three individuals who were the leading lights behind the creation of the geodemographics industry, and who remain at the forefront of the industry today, is fantastic. It is going to be a very lively and stimulating seminar."

'Classifying People by where they live' is being held between 10.00am - 1.00pm on 1 July 2004 at the Royal Statistical Society, London, EC1. For more information on the seminar, or to book a place, email Sue Trenhaile at The MRS at sue.trenhaile@mrs.org.uk or visit www.mrs.org.uk/events/1jul04.htm.

Note for editors

The MRS is the world's largest international membership organisation for professional researchers and others involved or interested in market, social or opinion research.
The Census and Geodemographics Group (CGG) is an advisory group of the MRS.
For more information on The MRS, its activities, events and training programme, please visit its website at www.mrs.org.uk.

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