A wake up call for marketers serious about growing their business, essential reading for anyone trying to understand the 50 plus market."
Richard Reed, Co-founder & Marketing Director, Innocent

Chapter 7 : The value of geodemographics

Geodemographics allows marketers to use a person's postal address to predict their age and consumer behaviour. The technique is especially applicable to the over-50s and provides marketers with a means of both segmenting their markets and driving direct marketing campaigns.

The UK's Mosaic geodemographic systems divides the 50 plus market into 9 groups. The segments range from the "Cared for Pensioners", who tend to live in sheltered accommodation maintained by local councils through to "High Spending Elders" who are in wealthy and good health and retired to the seaside or country. In the US the Claritas PRIZM model segments the older market into categories with names like "Sunset City Blues", "Old Glories" and "Park Bench Seniors".

This chapter describes the theory that supports geodemographics and how it can be applied to segment and communicate with the 50 plus market.

Because of the subject's importance and specialist nature this chapter it needed to be written by a world-class authority on the subject. Richard Webber is the originator of Britain's two most widely used geodemographic classification systems, Mosaic and Acorn, and has experience of building neighbourhood classifications in eighteen countries around the world. He is currently a Visiting Professor at the Centre for Advanced Spatial Analysis, University College London.