Geodemographics for Marketers

This event is now fully booked, to be placed on the waiting list please email membership@mrs.org.uk

What is Geodemographics?

Geodemographics is the analysis of people by where they live. It draws on information about each neighbourhood, from sources such as the latest census, to predict the lifestyles and behaviour of its residents.

Who is it aimed at?

Everyone engaged in market, media, social and opinion research can benefit from geodemographics. It can improve sampling efficiency and help users to put survey results into action more accurately – by identifying key segments that can be geographically located and reached. It has applications for professionals working in many sectors, including retail, financial services, telecommunications and the public sector.

What will you learn from the evening and book? Why come?

By attending this event, you will learn why a new book on geodemographics has just been published, and why this science continues to be relevant alongside other big data streams and marketing segmentation techniques.

You will hear from Barry Leventhal what prompted him to write the book and what the Census & Geodemographics Group found, when it looked for evidence of whether geodemographics could actually predict behaviour at small-area level. You will even learn how geodemographics recently changed his life!

A practical guide to applying geodemographics in any sector, Geodemographics for Marketers features contributions throughout from users and agencies working in the field, and in addition:

• features case studies from the automotive, telecommunications and retail industries, the Scottish independence referendum, and more, and discusses the 2011 UK Census, the US market and other international data sources
• incorporates the UK’s newly introduced generation of geodemographic systems and discusses the key census changes proposed for 2021
• comes with downloadable datasets and additional online resources to put the theory into practice

And you will be able to leave with your own copy of Geodemographics for Marketers signed by the author!