It is not lost on commercial organisations that where we live colours how we view ourselves and others. That is why so many now place us into social groups on the basis of the type of postcode in which we live. Social scientists call this practice "commercial sociology".
Richard Webber originated Acorn and Mosaic, the two most successful geodemographic classifications. Roger Burrows is a critical interdisciplinary social scientist. Together they chart the origins of this practice and explain the challenges it poses to long-established social scientific beliefs such as:
To help readers evaluate the validity of this form of classification, the book assesses how well geodemographic categories track the emergence of new types of residential neighbourhood and subject a number of key contemporary issues to geodemographic modes of analysis.
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Richard Webber is the originator of the geodemographic classifications, Acorn and Mosaic, and for many years managed the micro-marketing divisions of first CACI and then Experian. He has held Visiting Professorships at UCL, Kings College and, since 2016, at the University of Newcastle. He has worked with academic colleagues from across the social science to apply geodemographic forms of analysis to a wide range of research topics, many of which pertain to on-going debates in demography, geography, politics, sociology and urban studies.
Roger Burrows is Professor of Cities at Newcastle University and also Visiting Professor of Sociology at Goldsmiths, University of London. He was previously Pro-Warden for Interdisciplinary Development at Goldsmiths. He has also worked at the University of York, the University of Teesside, the University of Surrey and the University of East London. He has published mainly on: housing and urban studies; the sociology of digital technologies; health, illness and the body; methods; and the metricization of higher education.
In the last two decades, geodemographic segmentations have transformed the way political parties, in the UK and around the world, understand the electorate and how they target and segment their the channels, content and framing of their voter contact and messaging, from doorstep canvassing through leaflets and direct mail to Facebook. This book explores the fascinating detail of the spatial structure of our society and social change, and why the fine-grained scale of those patterns is so important to everyone seeking to win elections today.
-- Tim WatersThe book is remarkable in its ability to integrate insights from different spheres of knowledge: academic theory with commercial practice; marketing with geography and sociology; statistical methods with fresh insights into everyday behaviour. If you’re not already familiar with geodemographics this book will change the way you think about, understand and connect with your fellow citizens.
-- Jan KestleDrawing on examples from across the social sciences, such as school catchment areas, cities and neighbourhoods, crime and voting patterns, the book is full of wonderful stories about how and why the intersection between people and places matters so much in understanding contemporary societies.
The Predictive Postcode is both a political and methodological exegesis. At its heart, the authors throw a powerful punch at traditional statistical analysis. By revealing how qualitative and quantitative classifications are now routinely used, reinforced and morphed by the socio-technical infrastructures that are now part and parcel of our digital everyday lives, Webber and Burrows pave the way for an alternative kind of social science.
This is a beautifully accessible book, relevant to anyone interested in finding new ways of resisting and intervening the deeply unjust socio-cultural divisions that now mark so many societies worldwide.
-- Emma UprichardA compelling account of how geodemographics can challenge dated survey methods and simplistic measures of deprivation and of class to enhance our understanding of society through the effective application of ‘commercial sociology′
-- Richard HarrisA unique and fascinating book that distils a lifetime of experience building geodemographic classifications and makes a robust case for their use as a framework to explore a wide range of socio-economic problems.
-- Alex Singleton
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