Health of the Nation

(Jan 21, 2010)

Geodemographic profiles use addresses or postcodes to classify people into groups which are homogeneous with respect to variables like income, housing tenure and life stage.  The original purpose of geodemographic profiles was to improve targeting for marketing purposes.  There is no point in sending marketing material for hearing aids to young families, for example, and geodemographic profiles help make more efficient use of marketing resources.

Geodemographic profiles have been conclusively shown to be predictive of mortality in the United Kingdom, both by Richards (2008) and Madrigal et al (2009).  This is because geodemographic profiles are about education level, wealth and income (amongst…

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Tags: geodemographics, Acorn, Health Acorn

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