Segmentation: Geodemographic, regional

 

For the first time in human history, more people live in cities than live in the countryside. The 'Megacity' is the very embodiment of the new form of teeming metropolis, with a varied mixture of oppo ...

Shaziya Khan, vice president and strategic planning director at JWT India, explains how she used the concept of the Spiritual Quotient (SQ) to help understand the people of south and south-east Asia. ...

China's huge size and population raises interesting questions as to how marketers can best approach the entry of their brands and products into this consumer frontier. The paper seeks to demystify Chi ...

This paper studies the role of geodemographic segmentation as an analytic tool in retail location strategy. The most relevant factors that should determine retail location selection are revised, and t ...

This study provides a theoretical and empirical analysis of the relevance of geodemographic segmentation as a support tool in the definition of an optimal geographic price discrimination strategy on t ...

Cluster analysis has been successfully used in market segmentation for several decades. However, alongside evidence for the value of the technique, a number of studies have highlighted the importance ...

Geographical Information Systems (GIS) are databases that allow the integration of data for analysis and presentation. They are used in business to solve problems which concern location and to assist ...

The main focus of this paper is to identify opportunities and applications for research and marketing, arising from the release of 2001 Census results. Given that all of the main Census outputs and su ...

The first headline results from the 2001 Census were released by the Office for National Statistics (ONS) in September last year, but those being released this spring and summer will provide unprecede ...

The 2001 Census is starting to provide market researchers with updated information on the size and structure of the UK population. The objective of this paper is to identify the most important methodo ...

This article examines the way we go about building conceptual models to analyse quantitative market research data. It positions the discussion within the context of the scientific paradigm and develop ...

Argues that, in spite of all the theory, most companies have still not adopted consumer-centred marketing in practice. Evidence is that they fail to use consumer segmentation in order to understand wa ...

Discusses media targeting: the technique for reducing cost by directing messages to those most likely to buy the brand. The author believes that targeting is over-valued by media people. Recency plann ...

This paper discusses the ways in which market researchers can work with databases within the guidelines set by The Market Research Society whereby respondent confidentiality must be maintained. It des ...

This paper discusses the role of geodemographics in retailing and its contribution to retail segmentation, store ranging and customer service. It provides an overview of the status of this new 'scienc ...

It would be true to say that there is a potential conflict between pure research ideas and the costs of carrying them. There would be considerable gains in using an unclustered simple random sample of ...

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 ...

Over the last few years, a great deal of potential has been seen in the techniques of data fusion. The practice has not, however, always measured up to the theory. The process, which merges disparate ...

Readers of Admap will be familiar with the Target Group Index (TGI). The TGI sample is derived from a sample stratified on a rolling ACORN basis: geodemographics are used to guide interviewers as to t ...

During the past few years, suppliers of geodemographics have developed a range of new software tools to enhance the usefulness of their product. In this article, these new tools are described and illu ...

Peter Sleight traces the development of geodemographics since it was launched in 1979. He discusses what it is, its uses and origin, some of the changes in its application, as well as the software dev ...

As the 1991 census data start to appear, this article summarises the new census data and their practical limitations, and describes how these and other sources can be fused to produce improved and hig ...

The article describes in some detail the 1991 Census data, now beginning to appear. The new features in the census will further enlarge the commercial importance of the new geodemographic methods for ...

A useful summary for lay users of the geodemographics business: how it has evolved, what are the main UK proprietary systems, their sources and methodologies? Marketing and media applications are desc ...

Samples of anonymised census records (SARs) are to be released for the 1991 census in Britain. At present the proposals only cover England, Wales and Scotland, but representations are also being made ...