History of Geodemographic Segmentation (ft. Richard Webber)

https://is1-ssl.mzstatic.com/image/thumb/Podcasts211/v4/6a/ed/67/6aed6744-4708-5494-7857-f1459a937218/mza_8051878308102404841.jpg/600x600bb.jpg

Consumer Code

Spatial.ai

18 episodes

3 days ago

The Consumer Code podcast explores the world of retail through the lens of ethnography, cartography, demography, and the economy. On each episode, Lyden Foust, CEO of Spatial.ai, interviews industry leaders about the economic and cultural trends shaping the consumer landscape today.

Business

RSS

All content for Consumer Code is the property of Spatial.ai and is served directly from their servers with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.

Business

https://d3t3ozftmdmh3i.cloudfront.net/staging/podcast_uploaded_nologo/42087734/42087734-1727204733378-8c0681de7d0c3.jpg

History of Geodemographic Segmentation (ft. Richard Webber)

Consumer Code

35 minutes 34 seconds

1 year ago

History of Geodemographic Segmentation (ft. Richard Webber)

"We're here 50 years later and this same type of thinking is still used throughout marketing."

In this episode, Lyden Foust is joined by Richard Webber, the originator of geodemographic segmentation systems, Mosaic and Acorn. They discuss the evolution of these systems, the importance of understanding both human behavior and computer data, and how these classifications have been applied in market research and social planning. Webber shares insights from his early work in Liverpool, the transition to commercial applications, and the role photography played in the development of these systems.

Chapters: (00:27) Introduction (02:35) What is a geodemographic segmentation system (04:39) Classifying Liverpool neighborhoods (08:30) Appending service data (10:37) Demographics and behavioral data (11:43) Creating England's national classification (13:57) Commercialization of Acorn (18:41) Segment naming and imagery (21:14) The role of photography in classification (24:49) Validating classification systems (28:28) Geodemographics in political campaigns (31:27) Tennis players vs golfers (32:08) Polarization of neighborhoods

Learn more about Richard Webber and Origins at ⁠https://originsinfo.com

Listen to Consumer Code on: Spotify | Apple | YouTube

Follow Lyden Foust on: ⁠LinkedIn⁠ | ⁠Instagram

About Spatial.ai:

Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.

Learn more at spatial.ai or schedule a free 30-minute demo.