Classification through consultation: public views of the geography of the e-Society
Paul A. Longley; Alexander D. Singleton (2009). International Journal of Geographical Information Science, 23(6), 737-763. DOI: 10.1080/13658810701704652
Abstract
Although viewed by business and commerce as successful solutions, geodemographic profiling of neighbourhoods has attracted wide-ranging criticism in the academic literature. This paper addresses some specific concerns that arise because the derivation of classifications is rarely transparent and open to scrutiny or challenge. The substantive focus of the research reported in this paper is a nationwide geodemographic classification of how people engage with new information and communication technologies (ICTs). In response to the critique of geodemographics as a ‘black box’ technology, we describe how the classification was opened up to public scrutiny and how we conducted a major consultation exercise into the reliability of its results. We assess the message of the 50,000+ searches and 3952 responses collected during the consultation exercise, in terms of possible systematic errors in the shape and detail of the classification. Unusually for Internet-based surveys, we also investigate the likely reliability of the response information received and identify ways in which the outcome of consultation might be used to improve the classification. We believe that this is the first-ever large-scale consultation survey of the validity and remit of a geodemographic classification and that it may have wider implications for the creation of geodemographic classifications.
Extended Summary
This research examines how public consultation can improve geodemographic classification systems that categorise neighbourhoods based on demographic and lifestyle data. Geodemographics have long been criticised as ‘black box’ technologies that make important decisions about how communities are classified without transparency or public accountability. The paper developed a novel approach by creating an e-Society classification that grouped Britain’s neighbourhoods into eight categories based on residents’ engagement with information and communication technologies (ICTs), ranging from ‘e-unengaged’ to ‘e-experts’. Rather than keeping this classification private, the research team made it publicly accessible through an interactive website where people could search their postcode and see how their neighbourhood had been classified. The consultation exercise generated remarkable public engagement, with over 50,000 postcode searches and nearly 4,000 detailed responses from members of the public commenting on the accuracy of their area’s classification. Analysis of this feedback revealed important patterns that validated the classification’s effectiveness whilst also highlighting systematic errors. The consultation showed that postcodes classified as more technologically engaged were indeed more likely to be searched by users of the Internet-based system, providing internal validation. However, feedback also suggested that many areas classified as ‘e-unengaged’ should be reassigned to more technologically literate categories, indicating that the classification may have been too conservative in estimating digital engagement. External validation using commercial geodemographic data from Experian’s Mosaic system showed broad consistency between the classifications, lending credibility to both the original categorisation and the feedback received. The research addressed concerns about the reliability of Internet-based surveys by cross-referencing responses with established demographic patterns, helping identify potentially mischievous feedback whilst confirming legitimate corrections. This pioneering consultation approach demonstrated widespread public interest in how neighbourhoods are classified and profiled by both government and commercial organisations. The findings have significant implications for improving transparency in geodemographic systems, particularly for public sector applications where fairness and accountability are paramount. The paper argues that consultation mechanisms could become standard practice in geodemographic development, helping create more accurate classifications whilst building public trust and enabling communities to challenge inaccurate characterisations of their areas.
Key Findings
- Over 50,000 postcode searches and 4,000 public responses demonstrated unprecedented engagement with geodemographic classification transparency.
- Internet-based validation showed e-engaged neighbourhoods were disproportionately likely to search the system, confirming classification accuracy.
- Public feedback suggested systematic under-estimation of digital engagement, with many areas requiring reclassification to higher technology categories.
- External validation using commercial Mosaic data revealed broad consistency between independent geodemographic classification systems.
- The consultation approach successfully identified both legitimate corrections and potentially unreliable feedback through demographic cross-referencing.
Citation
@article{longley2009classification,
author = {Paul A. Longley; Alexander D. Singleton},
title = {Classification through consultation: public views of the geography of the e-Society},
journal = {International Journal of Geographical Information Science},
year = {2009},
volume = {23(6)},
pages = {737-763},
doi = {10.1080/13658810701704652}
}