Cities and Context: The Codification of Small Areas through Geodemographic Classification

Code and the City, 3-4 September 2014, NUI Maynooth

1. ! www.alex-singleton.com! @alexsingleton! Cities and Context: The Codification of Small Areas through Geodemographic Classification Alex Singleton Reader in Geographic Information Science Department of Geography and Planning
2. Overview • A history of place coding! • Subjectivity and classification builder preferences • Examples • Case study for Liverpool
3. http://www.google.co.uk/intl/en_uk/earth/
4. http://www.openstreetmap.org
5. https://www.flickr.com/photos/bluesquarething/5512923662/
6. http://www.alex-singleton.com/r/2014/02/05/2011-census-open-atlas-project-version-two/
7. 134,567 maps; 6.9 years; £138,207
8. http://acorn.caci.co.uk/ http://www.experian.co.uk/marketing-services/products/mosaic-uk.html
9. http://www.opengeodemographics.com/
10. http://www.google.co.uk/intl/en_uk/earth/ 52: POORER FAMILIES, MANY CHILDREN, TERRACED HOUSING 51: YOUNG PEOPLE IN SMALL, LOW COST TERRACES 59: DEPRIVED AREAS AND HIGH- RISE FLATS 11: SETTLED SUBURBIA, OLDER PEOPLE Urban Adversity Affluent Achievers
11. • Collapsed census • Urbanisation • Segregation • Social Rank Shevky, E. and Bell, W., 1955. Social Area Analysis. California: Stanford University Press.
12. x
17. www.afd.co.uk www.beacon-dodsworth.co.uk www.experian.co.uk acorn.caci.co.uk www.opengeodemographics.com www.cameodynamic.com www.redmoran.co.uk www.personicx.co.uk
20. “What is needed is a solution which will pick out pattern from the detail, without loosing too much of the original information, and which will admit more detailed examination of parts of the pattern which become relevant to a particular issue or local area as and when required” Webber (1978, 275).
21. Scale? Individual Household Area
22. Hospital School University Retail Property Banking Telecoms Transport Police
23. A1: Struggling suburbs A2: Suburban localities B1: Disadvantaged diaspora B2: Bangladeshi enclaves B3: Students and minority mix C1: Asian owner occupiers C2: Transport service workers C3: East End Asians C4: Elderly Asians D1: Educational advantage D2: City central E1: City and student fringe E2: Graduation occupation F1: City enclaves F2: Affluent suburbs G1: Affordable transitions G2: Public sector and service employees H1: Detached retirement H2: Not quite Home−Counties Extent?
24. Areas Attributes PCA Measures?
25. • Log • Box Cox • Inverse Hyperbolic Sine http://en.wikipedia.org/wiki/File:Negative_and_positive_skew_diagrams_(English).svg Normalisation?
26. Standardisation? • Input • Percent • Ratio etc • Index Scores • Measurement scale • Range • z-scores
27. Weights?
28. Clustering? Input Data Top Down
29. Clustering? Input Data Bottom Up
30. 2011 OAC Domain Sub Domain! Variables Demographic Age Structure Age bands Family Structure Marriage; children; dependant children; Ethnicity Ethnic Groups; Spoken English; EU V New EU Housing Composition Density; communal establishment; student household; occupancy rating Type Detached, semi, terrace, flats Tennure Socially rented; private rented; owned or shared ownership Socio-Economic! Health Day-to-day activities limited a lot or a little; standardised illness ratio Employment Unemployment; full time; part time Occupation Occupation groups Education Level 1; Level 2; Level 3; Level 4+ Mobility Car ownership; private transport; public transport; active transport 60 Variables
31. 1 − Rural Residents 2 − Cosmopolitans 3 − Ethnicity Central 4 − Multicultural Metropolitans 5 − Urbanites 6 − Suburbanites 7 − Constrained City Dwellers 8 − Hard−Pressed Living
32. 1 − Rural Residents 2 − Cosmopolitans 3 − Ethnicity Central 4 − Multicultural Metropolitans 5 − Urbanites 6 − Suburbanites 7 − Constrained City Dwellers 8 − Hard−Pressed Living 1−Family Terraces 2−Students and University 3−Constrained and Aging 4−Central Diversity 5−Affluent Suburbs 6−Struggling Families 7−City and Central
33. Family! Terraces Within these predominantly terraced areas, there are many families with young children, however, fewer ethnic minorities than the Liverpool average. Most property is owner occupied or rented from the private sector. L13 2AY Colwyn Road Affluent ! Suburbs These affluent suburban areas feature larger detached and semi- detached houses, many of which are owner occupied. Residents are typically well qualified and in the latter stages of successful careers in the public sector, finance or education. Families who have had children are typically old enough to no longer be dependent. L12 3HB Blackmoor Drive
34. 1-Family Terraces 2-Students and 3-Constrained and Aging 4-Central Diversity 5-Affluent Suburbs 6-Struggling Families 7-City and Central 2-Cosmopolitans 7.2 34.3 1.8 1.8 0 0 54.8 3-Ethnicity Central 0.9 3.7 0 80.4 0 0 15 4-Multicultural Metropolitans 15 8.8 0 69.9 1.8 4.4 0 5-Urbanites 41.7 0.5 5.9 0 51.5 0 0.5 6-Suburbanites 0 0.5 0 0 99.5 0 0 7-Constrained City Dwellers 15.8 0 67.7 7.6 0.3 8.2 0.3 8-Hard-Pressed Living 23.5 0 9.3 0 6.6 60.6 0 Liverpool Classification National Classification • Central core areas split in Liverpool: Professionals / Students • Although some areas are less affluent, for Liverpool these are not the most distinctive features
35. Conclusions • Geodemographic analysis has a long history • Popular technique for coding people and the places in which they live • There are numerous classifications • Divergent methods, price, aims, performance • No true geodemographic geography • All representations • Caveat Emptor • User testing and comparison