The Techniques of Geodemographics

Seminar held on 3rd November 2008

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.

Download introduction presentation by Barry Leventhal

Data sources and systems for geodemographics, an overview by 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

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Creating a geodemographic classification by 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.

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Communicating geodemographics by 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.

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Applying geodemographics by 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.

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Making classifications work: panel discussion chaired by Chris Denham