The publication of this book reflects a chance to put into print our long-standing interest and involvements in geodemographics, GIS and neighbourhood targeting. Together with our contributors we have spent a rather frightening amount of time preoccupied by these fields of employment and research over one hundred years in fact! Had those years not been concurrent we might have had a chance to have meet some of the originators of present day geodemographics Charles Booth in London and the Chicago School of urban sociologists working in
well, the name is a giveaway!
The aim of the book is to consider the relevance, strengths and limitations of the geodemographic idea for public and private sector decision-making. Its authorship is somewhat unusual in that we approach the subject from differing perspectives both academic and commercial. Appealing to both audiences is by no means an easy task but, we hope, a worthwhile aim. Certainly, we have found our shared discussions useful and illuminating. Those at the front line of marketing and commercial decision-making need to get things done with the most effective tools and the most accurate data that currently are available. Those in ivory towers (or, more likely, concrete carbuncles) often have the luxury of time to critique and dont always understand business environments, the nature of business relationships or the strategic needs and requirements of the users of geodemographic systems. Whilst academic writers have offered a number of extremely useful insights concerning geodemographics, its strengths, weaknesses and possible development, these are not always brought to the attention of users because the two sides dont talk as often as they might. So, in this book, we have talked and, by balancing academic theorizing with the practicalities of commercial life, offer a guide to best practice when using geodemographic methods, software and systems for neighbourhood analysis and consumer targeting.
From the Inside Flap
Geodemographics is the analysis of people by where they live, using profiling, mapping and GIS software to display and analyse geodemographic information. It focuses on the complex geographies of consumption, behaviour, attitude, affluence and deprivation that shape our socio-economic landscape. With an extensive range of applications, geodemographic methods are widely used to aid marketing, customer targeting, service delivery and strategic decision-making in both the public and private sectors.
Geodemographics, GIS and Neighbourhood Targeting provides an introduction to the methods, theories and classification techniques that form the foundation of neighbourhood analysis and commercial geodemographic products. It examines best practice when using geodemographic methods, software and systems, to balance academic theories with the realities of the business world. Theory is presented in a user-friendly style and is supported by relevant contributed case studies and short vignettes. Applied ‘how to’ sections will appeal to those who work in business and service planning.
- Features specially commissioned case studies written by expert users of geodemographics.
- Focuses on presenting and using neighbourhood classification in GIS.
- Considers the relevance, strengths and limitations of the geodemographic idea for public and private sector decision-making.
- Includes information of the recent UK and US Census products and resulting classifications.
Part of the Mastering GIS: Technology, Applications and Management Series, this book will appeal to professionals working with geodemographics or neighbourhood data in marketing, retail planning, service delivery and the public sector. It will be an excellent introduction for upper-level undergraduate and Masters students taking geodemographics or related modules as part of degrees in GIS, Geography, Marketing or Business.
From the Back Cover
Geodemographics is the analysis of people by where they live, using profiling, mapping and GIS software to display and analyse geodemographic information. It focuses on the complex geographies of consumption, behaviour, attitude, affluence and deprivation that shape our socio-economic landscape. With an extensive range of applications, geodemographic methods are widely used to aid marketing, customer targeting, service delivery and strategic decision-making in both the public and private sectors.
Geodemographics, GIS and Neighbourhood Targeting provides an introduction to the methods, theories and classification techniques that form the foundation of neighbourhood analysis and commercial geodemographic products. It examines best practice when using geodemographic methods, software and systems, to balance academic theories with the realities of the business world. Theory is presented in a user-friendly style and is supported by relevant contributed case studies and short vignettes. Applied ‘how to’ sections will appeal to those who work in business and service planning.
- Features specially commissioned case studies written by expert users of geodemographics.
- Focuses on presenting and using neighbourhood classification in GIS.
- Considers the relevance, strengths and limitations of the geodemographic idea for public and private sector decision-making.
- Includes information of the recent UK and US Census products and resulting classifications.
Part of the Mastering GIS: Technology, Applications and Management Series, this book will appeal to professionals working with geodemographics or neighbourhood data in marketing, retail planning, service delivery and the public sector. It will be an excellent introduction for upper-level undergraduate and Masters students taking geodemographics or related modules as part of degrees in GIS, Geography, Marketing or Business.
About the Author
Richard Harris, University of Bristol, UK.
Peter Sleight, Target Market Consultancy, UK.
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