Extending Geodemographics Using Data Primitives: A Review and a Methodological Proposal

Abstract

This paper reviews geodemographic classifications and developments in contemporary classifications. It develops a critique of current approaches and identifiea a number of key limitations. These include the problems associated with the geodemographic cluster label (few cluster members are typical or have the same properties as the cluster centre) and the failure of the static label to describe anything about the underlying neighbourhood processes and dynamics. To address these limitations, this paper proposed a data primitives approach. Data primitives are the fundamental dimensions or measurements that capture the processes of interest. They can be used to describe the current state of an area in a multivariate feature space, and states can be compared over multiple time periods for which data are available, through for example a change vector approach. In this way, emergent social processes, which may be too weak to result in a change in a cluster label, but are nonetheless important signals, can be captured. As states are updated (for example, as new data become available), inferences about different social processes can be made, as well as classification updates if required. State changes can also be used to determine neighbourhood trajectories and to predict or infer future states. A list of data primitives was suggested from a review of the mechanisms driving a number of neighbourhood-level social processes, with the aim of improving the wider understanding of the interaction of complex neighbourhood processes and their effects. A small case study was provided to illustrate the approach. In this way, the methods outlined in this paper suggest a more nuanced approach to geodemographic research, away from a focus on classifications and static data, towards approaches that capture the social dynamics experienced by neighbourhoods.