The Role of Geodemographics in Segmenting and Targeting Consumer Markets: A Delphi Study

Abstract

Discusses the applications and limitations of current geodemographic classifications for the identification, segmentation and targeting of consumer markets. Then discusses future developments and opportunities drawing on the results of a Delphi Study conducted with market analysis industry experts. Issues discussed include factors inhibiting market development, market potential, 1991 census, computer developments, non‐census data‐bases, bespoke classifications, education and Europeanization.

Citation

Mitchell, V.‐. and McGoldrick, P.J. (1994), "The Role of Geodemographics in Segmenting and Targeting Consumer Markets: A Delphi Study", European Journal of Marketing, Vol. 28 No. 5, pp. 54-72. https://doi.org/10.1108/03090569410062032