The document summarizes an East Massachusetts geodemographic classification created using 2000 US Census block group data. It identifies 5 clusters in the region based on socioeconomic characteristics. Cluster 1 represents a middle-class population living in cities. Cluster 2 lives near city centers with lower incomes. Cluster 3 consists of wealthy suburban residents. Cluster 4 includes university students and downtown residents. Cluster 5 is suburban middle class households. The classification can be used for market research and analysis applications.

1. East Massachusetts Geodemographic ClassificationStas SushkovMaria Sushkova

2. IntroductionGeodemographics is the analysis of people by where they live (Sleight, 1996)Geodemographic classification categories neighborhoods based on their socio-economic and lifestyle characteristics.Geodemographic segmentation is a multivariate statistical classification technique for discovering whether the individuals of a population fall into different groups by making quantitative comparisons of multiple characteristics with the assumption that the differences within any group should be less than the differences between groups. (Wikipedia)

3. IntroductionGeodemographic classification applicationsMarket ResearchSurvey analysis

4. Concept testing

5. Product positioning

6. New product information

7. Image and awarenessMarket AnalysisSite Selection

8. Market share analysis

9. Trade area analysis

10. New product rollout

11. Market entry planning

12. Test marketingAdvertising MediaMedia analysis

13. Ad/Product positioning

14. Creative development

15. Media scheduling

16. Ad budget allocation

17. Advertising salesDirect MarketingMailing list selection

18. Freestanding inserts

19. Response analysis

20. Program evaluation Source: adapted from Harris et al. 2005

21. ResearchObjectivesTo build the geodemographic classification of East Massachusetts based on results of 2000 US CensusTo create the multipurpose basis for further research analysisTo develop and test methodology for more comprehensive geodemographic classifications to be elaborated

22. Research Methodologies The methodology applied for creation of East Massachusetts classification was developed by Dr. Dan Vickers (University of Sheffield) and described in his work “Multi-level Integrated Classification Based on the 2001 Census”. Dr. Vickers has created The National Classification of Census Output Areas for UK, this classification was officially endorsed by the Office for National Statistics (UK). http://www.sasi.group.shef.ac.uk/area_classification/index.html

23. Clustering ProcessSelection of cluster objects (operational taxonomic units) Variables selectionVariables standardisationClustering method selectionIdentification of cluster numberInterpretation, testing and mapping of clusters

24. Classification InputsThe 4,340 block groups of 9 Massachusetts counties were used: Essex, Middlesex, Suffolk, Norfolk, Bristol, Plymouth, Barnstable, Worchester Total number of households: 2,117,000Overall population: 5,510,000