Geodemographics: neighbourhood targeting and GIS provides both an introduction to and overview of the methods, theory and classification techniques that provide the foundation of neighbourhood analysis and commercial geodemographic products. Particular focus is given to the presentation and use of neighbourhood classification in GIS.

List of Case Study Contributors xi Preface xiii 1 Introducing Geodemographics 1 Learning Objectives 1 Introduction 2 1.1 The use of geodemographics 3 1.2 A simple application: opening a coffee shop in Atlantic City 5 1.3 Another application: guiding neighbourhood regeneration funding 10 1.4 Using geodemographics for retail targeting 12 1.5 How it works: a short theory of geodemographics 14 Case study: modelling price sensitivity and geodemographic categories in the restaurant market 19 Case study: using geodemographics in the public sector 21 1.6 Where next? An overview of the following chapters 24 1.7 Conclusion 26 Summary 26 Further Reading 27 2 London to Chicago and Back Again! The Origins of Geodemographics 29 Learning Objectives 29 Introduction 30 2.1 The life and labours of an early neighbourhood analyst 30 2.2 From London to Chicago and beyond! 37 2.3 A note on measuring deprivation 42 Case study: Charles Booth – yesterday once more? 45 2.4 Conclusion 49 Summary 50 Further Reading 51 3 The Evolution of Geodemographics and the Market Today 53 Learning Objectives 53 Introduction 54 3.1 From census to commerce 55 3.2 Geodemographics today 61 Case study: the US market for geodemographics 67 3.3 The role of market research linkages 70 3.4 Use of non-census data 70 3.5 Conclusion 73 Summary 75 Further Reading 75 4 Geodemographics and GIS 77 Learning Objectives 77 Introduction 78 4.1 Principles of GIS 79 4.2 Mapping geodemographic information with GIS 88 4.3 An interesting pattern? 92 4.4 Confounded by choropleths! 95 Case study: Using GIS for neighbourhood analysis and targeting – a commercial perspective 99 4.5 Spatial interaction models 103 4.6 Conclusion 106 Summary 107 Further Reading 108 5 Geodemographic Information Systems and Analysis 109 Learning Objectives 109 Introduction 110 5.1 Data collection and input 111 5.2 Data analysis 115 5.3 Data visualization and output 137 Case study: Different neighbourhoods, different policing styles 141 5.4 Conclusion 143 Summary 144 Further Reading 145 6 How Geodemographic Classifications are Built 147 Learning Objectives 147 Introduction 148 6.1 Data input – sources of data for neighbourhood classification 148 6.2 Preparing the data for classification 150 6.3 Evaluation of input variables 152 6.4 Selecting weights 159 6.5 Clustering 160 6.6 Optimization process and manual intervention 166 6.7 Forming a cluster hierarchy 168 6.8 Labels, portraits and visualization tools 171 6.9 A worked example of clustering 173 6.10 Conclusion 181 Summary 182 Further Reading 183 7 Geodemographics Around the World 185 Learning Objectives 185 Introduction 186 7.1 The internationalization of geodemographics 187 Case study: a brief comparison of selected censuses from across the world 189 7.2 Census data sources – some differences in what is asked and where 193 7.3 Differences in the availability of non-census data sources 195 7.4 Variations in the detail of the postal delivery system 196 7.5 Geographies of neighbourhood worldwide 196 7.6 Conclusion 204 Summary 205 Further Reading 206 8 ‘But Does It Work?’ Geodemographics in the Dock 207 Learning Objectives 207 Introduction 208 8.1 The case for the prosecution 209 8.2 The case for the defence 225 ‘Witness’ 1: Example of the Nottingham Youth Justice Board 228 ‘Witness’ 2: Example of Shotton Paper Company plc 230 ‘Witness’ 3: Example of The University of Central Lancashire 231 ‘Witness’ 4: Example of Camelot Group plc 233 Validating geodemographics – the Luton case study 236 8.3 Conclusion 239 Summary 240 Further Reading 241 9 New Data, New Approaches: from Geodemographics to Geolifestyles 243 Learning Objectives 243 Introduction 244 Case study: Lifestyles analysis and new approaches 246 9.1 Using GIS to map lifestyle data 249 9.2 Looking for ‘hot spots’ 257 9.3 From revelation to explanation 261 9.4 Data-handling issues 263 9.5 Conclusion 271 Summary 271 Further Reading 272 10 Postscript: There are three Is in geodemographics! 273 References 279 Index 289

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.

List of Case Study Contributors. Preface. 1. Introducing Geodemographics. 2. London to Chicago and Back Again! The Origins of Geodemographics. 3. The Evolution of Geodemographics and the Market Today. 4. Geodemographics and GIS. 5. Geodemographic Information Systems and Analysis. 6. How Geodemographic Classification are Built. 7. Geodemographics Around the World. 8. 'But Does it Work? ' Geodemographics in the Dock. 9. New Data, New Approaches: from Geodemographics to Geolifestyles. 10. Postscript: There are three Is in geodemographics! References. Index.