Geodemographics in Practice: Developments in Britain and Europe

Information can be a source of competitive advantage. As marketing has evolved from ‘mass marketing’ to ‘niche marketing’, spatially disaggregated market analyses have become essential for companies to be able to plan both tactically and strategically with regard to customers’ needs and competitive threats. The distinctive industry of companies providing geodemographic or market analyses developed in the mid-1970s and is now worth over £10 million per annum in Britain. Developments in Britain are summarised, and activities and potential opportunities across Europe are noted.