• Summary
  • Contents
  • Subject index

It is not lost on commercial organisations that where we live colours how we view ourselves and others. That is why so many now place us into social groups on the basis of the type of postcode in which we live. Social scientists call this practice “commercial sociology”. Richard Webber originated Acorn and Mosaic, the two most successful geodemographic classifications. Roger Burrows is a critical interdisciplinary social scientist. Together they chart the origins of this practice and explain the challenges it poses to a long-established social scientific beliefs such as: • the role of the questionnaire in an era of “big data” • the primacy of theory • the relationship between qualitative and quantitative modes of understanding • the relevance of visual clues to lay understanding. To help readers evaluate the validity of this form of classification, the book assesses how well geodemographic categories track the emergence of new types of residential neighbourhood and subject a number of key contemporary issues to geodemographic modes of analysis.

The British Countryside: Playgrounds for the Middle Classes?
The British Countryside: Playgrounds for the Middle Classes?

Early association with country solitudes had bred in him an unconquerable, and almost unreasonable, aversion to modern town life, and shut him out from such success as he might have aspired to by following a mundane calling in the impracticability of a spiritual one … Farming, at any rate, after becoming well qualified for the business by a careful apprenticeship – that was a vocation which would probably afford an independence without the sacrifice of what he valued even more than a competency – intellectual liberty.

Description of Angel Clare in Thomas Hardy’s Tess of the d’Urbervilles (1892)
The growth in the appeal of country living

Of the 61 Mosaic Types listed ...

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