The Techniques of Geodemographics

An introductory seminar held at MRS, London EC1 on Monday 03 November

This seminar, arranged jointly by the Census and Geodemographics Group and the Output Area Classification (OAC) User Group, offered an introduction to the creation and application of geodemographic classifications, providing an opportunity to learn about this well established and powerful technique for customer segmentation and targeting and to hear about current developments in classification. The event drew on expert speakers from both groups to illustrate the techniques of geodemographics using OAC, an official National Statistics product.

The seminar was well attended and the presentations were well received. Among points raised in discussion delegates wanted clarification of copyright issues where information from several sources is being combined by the fast developing techniques to present and visualize classifications. Delegates were also keen that further ONS surveys are OAC coded, and to see more case studies of OAC in use.

Programme
All presentations in PDF format (PDF Help).

Introduction - Barry Leventhal, Seminar Chair

Presentation (30KB)

Data sources and systems for geodemographics, an overview - Peter Sleight

a ‘potted history’ of UK neighbourhood classifications
OAC in context
main commercial classifications, post 2001
- area level
- household level
non-census data sources

Presentation (30KB)

Creating a geodemographic classification - Dan Vickers

the objective in creating an Output Area classification as a National Statistic
an explanation of the techniques used to create OAC and similar classifications
the structure and characteristics of population clusters
the strengths and limitations of area classifications.

Presentation (3MB)

Communicating geodemographics - Alex Singleton

an introduction to mapping geodemographics
Google Maps
Gmap Creator
the London Profiler
the Public Profiler
classification through Consultation
representations for the future - real time geodemographics.

Presentation (11MB)

Applying geodemographics - Martin Callingham

profiling customers or areas to understand the people in an alternative way to classic demographics
calculation of propensities from market research surveys and a postcoded file of a target group
application of propensities to modeling behaviour by geographic areas and by target groups (fusing data)
examples of a site report
extending the classic approach to modeling from large areas to small areas
indications of how it all may quite easily be done.

Presentation (3.3MB)

Making classifications work: panel discussion chaired by Chris Denham

Speaker Biographies

More on geodemographics

The MRS CGG and OAC User Group represent the interests of the wider geodemographics user community and organise events, support for users and other activities. More information can be found on their websites:

and much more about the whole field of geodemographics and spatial data can be found via the Geodemographics Knowledge Base web site: www.geodemographics.org.uk

Back to CGG Homepage

What's New - Membership - Company Partner Service - Members' Area - Code/Guidelines - Qualifications - Training - Awards
Events - Networking - Publications - Media Info - Market Research - Search - Site Map - A-Z Directory - Contact Us - Home