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Steven Hadley, Chief Executive, Audiences Northern Ireland

Jargon Buster

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Geoanalysis, geodemography and geodemographic profile

What does this mean?

An approach to classifying types of customers based on the sorts of residential areas they have been drawn from.

Typically geodemography classifies an overall population or group of people into a number of types using a combination of various personal attributes such as the average household income, occupation, age of head of household, number of cars owned, life-stage and number of dependent children.

This process is based on a piece of logic that is akin to the notion that ‘birds of a feather flock together’, in that it assumes that – more often than not – people in a particular residential area will share a number of common attributes (such as the ones listed above) with their neighbours.

Thus this is a case of ‘you are like where you live’. And here it should be remembered that such profiles tell us about the typical flavour of a neighbourhood rather than about the actual individuals who live there.

A number of geodemographic profiles are commercially available, and need to be selected on their relative merits. However, the two most often used in relation to the arts are CACI’s ACORN (A Classification of Residential Neighbourhoods) and Experian’s MOSAIC (MOSAIC is a product name and not an acronym).