the geography of classification: geodemographic analysis & mapping
DESCRIPTION
TSN Masterclass, UEA,Norwich - 3/6/08TRANSCRIPT
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THE GEOGRAPHY OF CLASSIFICATION: GEODEMOGRAPHIC ANALYSIS & MAPPING
Alex SingletonUniversity College LondonCentre for Advanced Spatial Analysis
Spatial is Special! – www.spatial-literacy.org
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Space
Earth
Land
Water
Pluto
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World
ContinentsCountries
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Classifications can also be formal
Carl von Linné 17th Century Swedish Botanist
3 Main Divisions (Kingdoms)1) Minerals2) Vegetables3) Animals
Divided into Classes, Orders, Genera.http://en.wikipedia.org/wiki/Carolus_Linnaeus
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WHITEWhite: BritishWhite: IrishWhite: OtherMIXEDMixed: White and Black CaribbeanMixed: White and Black AfricanMixed: White and AsianMixed: OtherASIANAsian: PakistaniAsian: IndianAsian: BangladeshiAsian: OtherBLACKBlack or Black British: Black CaribbeanBlack or Black British: Black AfricanBlack or Black British: OtherCHINESEChinese or Other: ChineseChinese or Other: Other
Classifications can also be formal
Polish, Greek, Cypriot, Spanish, Italian, French .....
China has 56 different Chinese ethnic groups
Other category is problematic in areas like London with high migration
Newer Migrant Groups:Poland – EU in 2004 – Main expansion since the 2001 census.
2001 CENSUS
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SO WHAT DOES ALL THIS HAVE TO DO WITH GEOGRAPHY?
From Urban Land Use to Geodemographics
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Urban Land Use Models : Burgess & Hoyt
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Geodemographics – Social Area Analysis
• “Analysis of people by where they live” or “locality marketing”
(Sleight, 1993:3)
• Technique originates in the 1970s– Richard Webber
• Acorn/ CACI & Mosaic/ Experian– Identify clusters of similar neighbourhoods
• Target urban deprivation Funding Public
Private
1970 - 2007
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Charles Booth – Booth Map London 1889
DescriptionBLACK: Lowest class. Vicious, semi-criminal.DARK BLUE: Very poor, casual. Chronic want.LIGHT BLUE: Poor. 18s. to 21s. a week for a moderate familyPURPLE: Mixed. Some comfortable others poorPINK: Fairly comfortable. Good ordinary earnings.RED: Middle class. Well-to-do.YELLOW: Upper-middle and Upper classes. Wealthy.
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Mosaic
• Classifies people into groups based on postcodes
• 61 Types• 11 Groups
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Urban Intelligence
Urban IntelligenceGroup 5 (of 11)
Young, single and mostly well educated, these people are cosmopolitan in tastes and liberal in attitudes.
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Cheltenham, Gloucestershire
Symbols of Success
Happy Families
Suburban Comfort
Ties of Community
Urban Intelligence
Welfare Borderline
Municipal Dependency
Blue Collar Enterprise
Twilight Subsistence
Grey Perspectives
Rural Isolation
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Cheltenham Kingsmead School Mosaic Profile KS4
0
50
100
150
200
250
300
Ind
ex (
Bas
e 10
0)
Symbols of Success
Happy Families
Suburban Comfort
Ties of Community
Urban Intelligence
Welfare Borderline
Municipal Dependency
Blue Collar Enterprise
Twilight Subsistence
Grey Perspectives
Rural Isolation
Pates Grammar School Mosaic Profile KS4
0
50
100
150
200
250
300
350
400
Ind
ex (
Bas
e 10
0)
Symbols of Success
Happy Families
Suburban Comfort
Ties of Community
Urban Intelligence
Welfare Borderline
Municipal Dependency
Blue Collar Enterprise
Twilight Subsistence
Grey Perspectives
Rural Isolation
Profile “Containers” to tell stories...
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Profile national data to tell stories
GCSE Grade - EGCSE Grade - A
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Profile to predict outcomes – Health FundingBreast screening
Expected schizophreniaadmission rates
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Profile to predict outcomes – Reassurance Policing
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Profiling for Public Engagement
• The e-Society• 1990s – Technology Use – “Haves” & “Have-nots”
– Digital Divide• 2007 things are radically different
– Usage & Engagement increasingly more complex• Created a classification which consisted of 8 Groups &
23 Types. – Links to Postcode.
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Profiling for Public Engagement
Members of this Group often acquire their competence in the use of information technology at work, since many of them are young people working in junior white collar occupations in modern offices. They are keen to become more expert in the use of new technologies and to use them for new applications. Many spend time browsing the Internet but without necessarily making many transactions. Many members of this Group work in large cities and may be starting a life in a house that they own, typically in one of the cheaper inner suburbs. Their use of the Internet at work may be a practice that their employers may be keen to control or reduce.
Group C : Becoming engaged
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SE6 4XD
Location MapLocation Map
Similarity Chart
Similarity Chart
= District Level (SE6)
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WHAT ELSE CAN YOU PROFILE TO TELL US ABOUT GEOGRAPHY?
Geo-Genealogy and Ethnicity
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Frequency &Ethnicity
GeographicalLocation
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• 1st Month – 355k unique users• Maximum Daily Peak June - 210k unique users• Extensive feedback - over 600 emails• 1st Year – 1.4 million unique users
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Name Classification – All Cornish Names
• Migration Patterns– Iron Ore Mines - Middlesbrough
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Name Classification – Ethnic Origins of Names
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Name Classification – Ethnic Origins of Names
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RESOURCES FOR TEACHERS
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Resources• www.spatial-literacy.org
– Surnames Maps• Ethnic Classification of Names
– Soon to be Launched – “London Profiler”– Series of Coding Tools
• Geodemographics (FREE!!!)– www.areaclassification.org.uk
• Booth Map– http://booth.lse.ac.uk/
• www.casa.ac.uk– Google Map Creator