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FEATURE18 January 2016

Geodemographics: the birth of big data

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Features Impact UK

Peter Mouncey takes us through the developments in geodemographics and the influence they had on marketing and market research in the latest in our 70 years of market research articles.

I have attended most MRS conferences since the late 1970s, but a presentation that still sticks in my mind is the one given by Ken Baker, John Bermingham and Colin McDonald in 1979, introducing the first commercial application of geodemographics*. 

The ...