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Generating a Leeds geodemographic classification: applications in policy, commerce and health


Geodemographic classifications are a useful tool to profile a population by segmentation based on demographic and household characteristics tied to small area geographic units, such as neighbourhoods. They are widely used to target and evaluate interventions, policy and service provision at a local level, be-it for commercial, health or societal gain.

This project seeks to combine big data from academic, commercial and local authority sources in order to generate a city specific geodemographic segmentation system. Such a system would enable users in the academic, commercial and policy sectors to target research, services and interventions in response to city specific geodemographic characteristics and potentially pave the way for a new generation of localised city or sector specific geographic segmentations.

“Leeds City Council is delighted to be involved in a project that will aim to deliver a customised demographic segmentation model to help us deliver tailored services to the diverse and dynamic city of Leeds.  The project will be in collaboration with the Leeds Institute for Data Analytics (LIDA) and Callcredit, a credit reference agency with global reach based in the heart of Leeds.”

Chief Executive – Tom Riordan

Tom is responsible for the overall coordination and management of the council’s activities. He supports the Leader of the Council and Executive Board and ensures delivery of their policies and objectives, in particular the delivery of the council’s Business Plan and City Priority plans. He is the named Returning Officer for Elections and also has a role in terms of supporting the leadership of the Leeds City Region.