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The aim of the book is to consider the relevance, strengths and limitations of the geodemographic idea for public and private sector decision-making. Its authorship is somewhat unusual in that we approach the subject from differing perspectives – both academic and commercial. Appealing to both audiences is by no means an easy task but, we hope, a worthwhile aim. Certainly, we have found our shared discussions useful and illuminating. Those at the front line of marketing and commercial decision-making need to get things done with the most effective tools and the most accurate data that currently are available. Those in ‘ivory towers’ (or, more likely, concrete carbuncles) often have the luxury of time to critique and don’t always understand business environments, the nature of business relationships or the strategic needs and requirements of the users of geodemographic systems. Whilst academic writers have offered a number of extremely useful insights concerning geodemographics, its strengths, weaknesses and possible development, these are not always brought to the attention of users because the ‘two sides’ don’t talk as often as they might. So, in this book, we have talked and, by balancing academic theorizing with the practicalities of commercial life, offer a guide to best practice when using geodemographic methods, software and systems for neighbourhood analysis and consumer targeting.
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