Exploring the Dynamics of Geodemographics

Jennie Gray, Lisa Buckner and Alexis Comber
Geodemographic classifications are great tools used for a range of applications including risk identification, health provisions, education, and targeted advertising. However, geodemographic classifications are anachronistic, they are built with static data that represent dated depictions of the populations in which they classify. This research will identify numerous sources of dynamic open source data, which alongside the geodemographic clusters, are able to explain previous demographic cluster changes, therefore enabling the prediction of future cluster change. This research has potential to aid with understanding for Predictive Geodemographics, thus developing the methods of current systems, supporting research beyond the scope of this work.

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