The Predictive Postcode

Richard Webber is the originator of the geodemographic classifications, Acorn and Mosaic, and for many years managed the micro-marketing divisions of first CACI and then Experian. He has held Visiting Professorships at UCL, Kings College and, since 2016, at the University of Newcastle. He has worked with academic colleagues from across the social science to apply geodemographic forms of analysis to a wide range of research topics, many of which pertain to on-going debates in demography, geography, politics, sociology and urban studies.Roger Burrows is Professor of Cities at Newcastle University and also Visiting Professor of Sociology at Goldsmiths, University of London. He was previously Pro-Warden for Interdisciplinary Development at Goldsmiths. He has also worked at the University of York, the University of Teesside, the University of Surrey and the University of East London.  He has published mainly on: housing and urban studies; the sociology of digital technologies; health, illness and the body; methods; and the metricization of higher education.

• Part I: Neighbourhood Classification and the Analysis of Social BehaviourChapter 1: Neighbourhoods and their ClassificationChapter 2: The Precursors to Geodemographic ClassificationChapter 3: The Emergence of Contemporary GeodemographicsChapter 4: The Wider Adoption of ′Commercial Sociology′Chapter 5: Who Do They Think You Are? Capturing the Changing Face of British SocietyPart II: A Geodemographic Account of Social ChangeChapter 6: The Liberal Metropolitan Elite: ′Citizens of Nowhere′?Chapter 7: Municipal Overspill Estates: Educational Under-Achievement among the ′Left Behinds′?Chapter 8: Minority Communities: Melting Pots or Parallel Lives?Chapter 9: The British Countryside: Playgrounds for the Middle Classes?Chapter 10: Coastal Communities: All Victims of Low-Cost Airline Travel?Part III: CodaChapter 11: A Geodemographic TravelogueChapter 12: Geodemographics in the Future

It’s not your genetic code, bank account, ethnicity or social class designation that best reveals your secrets, but your zip- or post-code. Richard Webber and Roger Burrows uncover how your micro-geography reveals who you are in spatially divided nations.