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 Guardian and Telegraph seemed similar in terms of social grade, geodemographics was able to show that the Guardian was predominantly 'inner city' high status, whereas the Telegraph was mainly 'suburban' high status.