Geodemographics and its application to the study of consumers

Guido Romo Costamaillere and Daniel Baez Ortega

The basic concepts of georeferenced socioeconomic classification can be described in the following way: People with a similar cultural background, principles, projects and expectations naturally gravitate toward on another and form homogeneous geographical groups.

Geodemographics and its Application to the Study of Consumers

Daniel Bez Ortega (Centro de Estudios de Mercado y Opinin Pblica) ChileGuido Romo Costamaillere (Centro de Estudios de Mercado y Opinin Pblica) Chile

WHAT IS GEODEMOGRAPHICS?

Geodemographics is a geo-referenced system of demographic and socioeconomic information, based on multiple levels, which are integrated to generate segmented ('clustered') data at territorial levels, such as census tracts and districts, zip code areas, electoral districts, coverages of telephone plants, media coverages, sales territories, influence areas, etc (see Figure 1).

Demographic classification systems of neighborhoods have existed for approximately fifty...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands