What do we know about... Geodemographics

An updated history and description of the main competing geodemographic systems: how they were formed; data sources used (including `lifestyle'); how the classifications are produced; how they may be used; applications, including media targeting (accepted for press, posters and DRTV but not yet for mainstream television); future prospects, especially the launch this year of `Claritas UK' by Calyx Group (which developed the PRIZM classification in the US).

What do we know about...Geodemographics

What is it, where has it come from and where is it going

Peter Sleight

Geodemographics is a classification of people by where they live (their 'neighbourhood'). This makes it different from most classifications, which are individual or household-based.

It has been around in the UK media and marketing sector for 17 years. It was first brought to the attention of the industry when Baker, Bermingham and McDonald (then of BMRB) gave a paper at the 1979 MRS Conference showing a very interesting discrimination on the TGI. For example, while the profiles of the...

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