Gaining Business Advantage From Census Data - New MRS Seminar

Date: 20 October 2004

A new seminar demonstrating how organisations can gain business or service advantage from the 2001 Census data is to be hosted by The Market Research Society's (MRS) Census and Geodemographics Group. The one-day seminar - 'Achieving Value from the Census' - is due to take place on Thursday 11 November 2004 at The Society of Chemical Industry, Belgrave Square, London SW1.

This is the third and final installment in a series of MRS seminars that have highlighted different aspects and advantages of Census data to research practitioners. It will be of relevance to everyone who attended the previous two MRS seminars on the 2001 Census, as well as to individuals who have a sound understanding of how to access Census data but who would like to find out how the new information provided by the latest Census can benefit their business.

Barry Leventhal, MRS Census and Geodemographics Group Chair, commented, "With all of the outputs of the 2001 Census now published, the large variety of applications where the Census brings business or service advantage needs to be addressed. And this seminar will do just that! It is an ideal opportunity for the end users of Census data - research practitioners and their clients - to learn how the new information that is available can better inform their business decisions."

The MRS has secured a strong line-up of users of the 2001 Census to address the seminar, including: David McLennan, University of Oxford; James Nolan, Woolworths plc; Chris Brunsdon, University of Glamorgan; Louis Jones, Somerfield Stores Ltd; Richard Webber and David Ashby from University College London; Kevin Harris, Devon and Cornwall Constabulary; John McCarthy, University of Central Lancashire; Martin van Staveren, BMRB; and Chris Walker, The Operations Centre. The seminar will be chaired by Professor Martin Callingham, a Visiting Professor in the School of Geography at Birkbeck College and former Group Market Research Director at Whitbread.

A range of business-focused and public sector topics will be addressed at the seminar, including how the 2001 data provides new opportunities for identifying geographical trends, how Census information can be used effectively in retail planning and the use of geodemographics for efficient public service delivery. Other subjects under discussion include the benefits to universities of using a classification system, a comparison of classification systems across Europe and America and the value of the 2001 Census' new output areas for market research sampling.

Barry Leventhal added, "For the first time, Census data is effectively free at the point of use which is leading to a much greater take-up than ever before. Therefore, it is vital that users of this information understand its wealth of applications in order to use it to best advantage. We have lined up a great team of insightful speakers to explain their own experiences with the data and the benefits they've derived. This seminar is a must-attend event for all market and social researchers, client and agency-side, who want to further their understanding of Census data and its potential value to businesses and services."

'Achieving Value from the Census' is due to take place between 10.00am - 5.00pm on Thursday, 11 November, 2004 at The Society of Chemical Industry, Belgrave Square, London, SW1. For more information and to book a place, please visit www.mrs.org.uk/events

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.
For more information on The MRS, its activities, events and training programme, please visit its website at www.mrs.org.uk.
The Census and Geodemographics Group (CGG) is an advisory group of the MRS.

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