A brief guide to Geodemographic Customer Profiling

A geodemographic customer profile is a geographic marketing term used to describe the demographic grouping of customers who fall within a pre-defined geographic area, such as a retail location’s catchment area.

The profile should include the demographic fields that are relevant to the brand or product that is being marketed within the geographic area. Therefore a profile for a childrens’ clothing store would include age and life stage classifications in order to understand what portion of the target market are potential customers. Commonly used demographic fields include age, life stage, gender, education level, income groups, occupation types, dwelling types, or LSM fields. The segments chosen are also dependant on the available geocoded or spatial demographic database, ie if geocoded Census data were being used to generate the profile, then the demographic fields would be limited to the available geocoded data from the Census survey.

The resulting profile provides the breakdown of the population within the geographic area per segmentation field. For instance, the gender profile for the majority of geographic areas is 50% male and50% female. Clearly, gender is not particularly useful as a geodemographic segment.