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One of the aims of the Census and Geodemographics Group (CGG)
is to promote the full use of Census and geodemographic information.
To this end the Group have developed a number of resources to
aid those working in the field:
 The Geodemographic Knowledge Base
The Geodemographic Knowledge Base (GKB) www.geodemographics.org.uk
is an international online directory of carefully selected websites
on geodemographic and geo-spatial analysis, socio-economic and
demographic data sources. The site also includes articles of interest
to those working in these areas and publishes an email bulletin.
The GKB Census page
provides a gateway to the Census.
Resources on harmonisation
Harmonisation is concerned with the use of standard definitions, concepts, questions and outputs. CGG have compiled a short guide on harmonisation, which gives information on standards available.
Publications and articles
A Guide to the 2001 Census
The MRS (CGG) in association with National Statistics has compiled
a guide to using 2001 Census data: A Guide to the 2001 Census:
Essential Information for Gaining Business Advantage. The
Guide is essential reading for anyone thinking of applying Census
data in the commercial and public sectors. It includes contributions
from a wide range of industry experts drawn from the world of
statistics, academia, business, government and international market
research. It has been edited by Keith Dugmore (Demographic Decisions
Ltd) and Corrine May (NOP World). Further
information and order form.
Article: MRS Social Grade approximation for the 2001 Census
For the first time an approximate social grade (ABC1) can be obtained
from Census data. Further information and advice is given in the
document - read more on the Social Grade Approximation
for the 2001 Census.
Article: Social Grading and the Census
Erhard Meier and Corrine Moy, International Journal of Market
Research 46(2), 2004, pp141-170.
A paper discussing the algorithm used to derive social grade data
(ABC1 classification) from the 2001 Census. Visit: www.warc.com.
Article: The 2001 Census and its significance
for the commercial world
Alison Green, BRC Solutions, March 2004
Useful article written by Alison Green (Strategic Development
Manager, Sainsbury's Supermarkets Ltd) explaining the importance
of the Census for commercial organisations. Read
The 2001 Census and its significance for the commercial world
(PDF 120KB, PDF Help).
Article: Under the Microscope
Robin Flowerdew and Barry Leventhal, based on an article in New
Perspectives Magazine, September 1998
Despite their obvious success, no hard theory underlies today's
geodemographic classifications. Robin Flowerdew and Barry Leventhal
put one of today's products to the test and offer fuzzy geodemographics
as a possible alternative. Read
Under the Microscope (PDF 238KB, PDF
Help).
Report: A User's View of the Census
In February 2005, the MRS Census and Geodemographics Group and the Association of Census Distributors (ACD) submitted a report to the Office for National Statistics, A User's View of the 2001 Census, read the report and a summary of the ONS response.
ONS Survey Charter
The Office for National Statistics (ONS) has published a Survey Charter which sets out their commitments to the people and organisations who take part in their surveys and use their survey statistics. Further information and a copy of the Charter can be found on the ONS website at www.statistics.gov.uk/about/ons/survey_charter.asp.
Additional information
- lists of current geodemographic classifications, some markets
that support geodemographic systems and some syndicated research
sources of geodemographic profiles (PDF 39KB, PDF
Help).
Presentations from seminars
Target: 300 Million Consumers! How geodemographics is being applied across an ever-expanding Europe - April 2009
This conference looked at how geodemographics is being used across Europe to help organisations optimise the definition of target markets.
Report & Presentations
The Techniques of Geodemographics - October 2008
This seminar provided an introduction to the creation and application of geodemographic classifications.
Presentations
The Future of Geodemographics -
21st Century Datasets and Dynamic Segmentation, March 2008
This one-day conference brought together experts from all sides of the information industry to talk from their various perspectives about the future of Geodemographics, the impact of new data sources and the implications for society.
Presentations
Small Area Geography - Planning for the Future, February 2007
This meeting was held in order to provide an opportunity for users to contribute their views on the future National Statistics small area geography policy for England and Wales.
Presentations
Geography and People -
How academic theory has evolved into business benefit, November 2006
Papers were presented on: Why do we have addresses? -
Commercial use of address files: firing the arrows -
The creation of OAC - the ONS Area Classification -
The use and further development of OAC -
Exploring the link between lifestyle and health patterns using geodemographics -
The use of personal and family names to target consumers of particular cultural, ethnic or linguistic origins -
Census analysis through time: longitudinal analyses of people and places -
The use of longitudinal data to understand migration and residential mobility.
Seminar report and presentations.
Classifying and Targeting Businesses, October 2005
Papers were presented on: They're Businesses, but not as we know them - Identifying Social Enterprises across the UK, The Inter Departmental Business Register - Sources and Uses, Working with Workplace Data, Pinning the Tail on the Donkey - What is the Size and Shape of the Business Market and the Best Sources of Data?, Data - the Source of Business Information, 'Know Your Place' - Understanding the UK Retials Hierarchy, Delivering Results, Putting Theory into Practice - Corporate Geodemographics in Action, and Using Government Data to Improve Understanding of the Business Universe.
Seminar presentations.
Achieving Value from the Census, November 2004
Papers were presented on: Indices of Deprivation 2004, Using Visualisation
and Localised Descriptive Statistics to Identify Geographical
Outliers, The Use of Census Data in Retail Planning, Calling a
Grade a Grade: Simplification of Social Grade in Location Analysis,
Geodemographics for Policing and Public Service Delivery, Using
ACORN to Target Potential Students, Market Research Sampling Based
on the New Census Output Areas and Are Geodemographic Categories
Universal?
Seminar report and presentations.
Classifying People by Where They Live, July 2004
Papers were presented on: The National Classification of Residential
Neighbourhoods, Neighbourhoods in Britain, Geodemographics in
Action and Using Geodemographics to Manage Customer Relationships.
Seminar report and presentations
Adding Value to the Census, March 2004
Papers were presented on: A roadmap for the new products and services,
How to get hold of Census data/the ONS Area Classifications, Easy
affordable access to geodemographic insights - for all?, How a
people classification can add value to Census data, Classifying
consumers: Adding more to the Census, Data = danger!, Understanding
societal change in Britain and its implications for targeting
the 21st century consumer, Distilling business value from the
Census, Developing spatial and temporal measures for classifications,
and The use of Census and other data in the build of geodemographic
segmentation systems for identifying consumer behaviour.
Seminar report and presentations
Collecting Ethnicity Data from the Census, September 2003
See the Ethnic Research Network
Resources section.
The Census 2001: How to Benefit from the New Free Census Data,
July 2003
Papers were presented on: What are users anticipating? What is
available?, Census access and latest news from ONS, Benefits of
new postcode-based Census geography, Samples of anonymised records,
Getting and using the data - geodemographics and applications,
and Advanced usage/the future.
Seminar report and presentations
Using External Data in Market Research, March 2003
Papers were presented on: Overview of main survey types and sampling
techniques in MR, The use of external data sources to assist in
sampling, Enhancing survey samples with external overlay data,
Finding minority samples, Predictive modelling: when market research
meets lifestlye data, Sources of business data, Adding the geographical
dimension, and Future developments.
Seminar report and presentations
Other resources
Census Programme - www.census.ac.uk
National Cente for e-Social Science, NCeSS - www.ncess.ac.uk
National Centre for Research Methods, NCRM - www.ncrm.ac.uk
ONS Census News - www.statistics.gov.uk/census/2011census/news/
Researcher Development Initiative - www.rdi.ac.uk
Understanding Population Trends and Processes, UPTAP - www.uptap.net
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