In this era of excitement over big data it is important for marketers to be able to understand the data sources available to them. Without working knowledge they can neither challenge the experts nor write an accessible, decent brief. This excellent and eminently understandable book positions Geodemographics as a partner to other big data streams and market segmentation techniques. It clearly and helpfully provides marketers with the information they need on this key science, and should be required reading.
Jane Frost CBE, Chief Executive Officer, Market Research Society