Classifying People by Where They Live
This half-day seminar commemorated the 25th anniversary
of the launch of the geodemographics industry in this country.
Three founders of the industry led the seminar - Ken Baker, the
first market researcher to classify respondents by geodemographics;
Richard Webber, originator of the ACORN and MOSAIC classification
systems; and Peter Mouncey, one of the first clients to apply
the new technique.
Ken Baker opened the proceedings with an entertaining account
of the origins of geodemographics in 1979 and described the first
classification of residential neighbourhoods.
Richard Webber spoke next, and treated the audience to a fascinating
tour of neighbourhoods in Britain. With the aid of a large collection
of street photographs, Richard really made geodemographic segmentation
'come alive', adding his own insights to explain the characteristics
and lifestyles of the residents in each classification type.
Ken Baker then returned to demonstrate how geodemographic classifiers
discriminate in particular markets and explained how this translates
to a wide range of applications such as market research sampling
and retail location analysis.
In the final presentation, Peter Mouncey gave a wide-ranging
review of how geodemographics can be used to manage customer relationships.
Peter explained how geodemographic data complements other information
held on customer databases and included examples of geodemographic
analyses using different systems.
All agreed that the seminar had been well worthwhile, and the
audience of eighty delegates on a sunny Thursday morning proved
the continuing interest in geodemographic techniques.
Dr Barry Leventhal
July 2004
Presentations
The National Classification
of Residential Neighbourhoods
Ken Baker (36KB)
Neighbourhoods in Britain
Richard Webber (4MB)
Geodemographics in Action
Ken Baker (750KB)
Using Geodemographics to
Manage Customer Relationships
Peter Mouncey (283KB)
Additional information
- lists of current geodemographic classifications, some markets
that support geodemographic systems and some syndicated research
sources of geodemographic profiles (39KB).
All presentations are in PDF format (PDF Help).
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