FEATURE18 January 2016
Geodemographics: the birth of big data
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FEATURE18 January 2016
x Sponsored content on Research Live and in Impact magazine is editorially independent.
Find out more about advertising and sponsorship.
x Sponsored content on Research Live and in Impact magazine is editorially independent.
Find out more about advertising and sponsorship.
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 British Market Research Bureau (BMRB) team had been inspired by a lecture given by Richard Webber at the Centre for Environmental Studies in 1977, describing his pioneering development of a classification of residential neighbourhoods (CRN). This was shortly after BMRB had completely redesigned its main sampling frame using data from the 1971 census – what it believed to be the first nationwide computer-automated sampling frame in the UK market research sector.
This was important because it made it relatively straightforward to add the CRN 36 cluster solution to the sampling frame, and the 1978 TGI dataset was also back-coded with the clusters. It had cost BMRB the princely sum of £160 to obtain a classification!
Webber moved to CACI, and Acorn – the first ...
1 Comment
Annie Pettit
8 years ago
What? Are you saying big data isn't an amazing new invention of this decade? That marketing researchers have been using big data for decades? Very interesting! In other words, we have the knowledge and the skills to do this as long as we WANT to do this and actually do this. The ball is in our court!
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