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Map of the Month: Consumer Vulnerability

CDRC’s Map of the Month for July 2018 is a map of Consumer Vulnerability, showing a geodemographic classification developed by CDRC in Leeds.

Some consumers are more vulnerable to marketing practices due to their personal traits such as age, health or household makeup. This vulnerability varies by product and industry. Consumer vulnerability here is defined as the risk that a consumer’s mental, physical or financial welfare may be damaged when engaging in a market interaction.

While consumer vulnerability has been discussed at length in academic literature and regulatory guidelines, there has not been a comprehensive geographical assessment of consumer vulnerability in the United Kingdom. This study creates a geodemographic classification of consumer vulnerability at output area level.

The interactive map is available to browse here.

Further details about the work, including the methodology and the data itself, is available here.  This work was completed by Michael Adcock, alongside Nik Lomax and Stephen Clark, as part of his internship at Leeds Institute for Data Analytics.

Download these data.

CDRC Director delivers a keynote in Valencia

CDRC Director Professor Paul Longley represented the ESRC Consumer Data Research Centre (CDRC) when delivering a keynote at the XVIII Congreso Nacional de Tecnologías de la Información Geográfica, Valencia, Spain, 20-22 June 2018.

His talk addressed aspects of consumer data analytics and was received extremely well by the delegates. It is hoped that further collaborations with Spanish researchers will develop in the future.

During the keynote, Paul discussed the newly published CDRC book, ‘Consumer Data Research’, and ways in which it seeks to provide a first consolidated statement of the enormous potential of consumer data research in the academic, commercial and government sectors. The book can also be accessed as a free open access eBook at www.cdrc.ac.uk/book.

Further information about the conference is available here.