Research Partnerships: the ESRC Consumer Data Research Centre - Prof. Paul Longley and Prof. Mark Birkin

Research Partnerships: the ESRC Consumer Data Research Centre - Prof. Paul Longley and Prof. Mark Birkin

Research Partnerships: the ESRC Consumer Data Research Centre - Professor Paul Longley, University College London and Professor Mark Birkin, University of Leeds

Presented at the Retail Research and Big Data ESRC Meeting 07/10/2014 - The Royal Society, London



  1. Consumer Data Research Centre Paul Longley, Mark Birkin

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  3. Market Potential

  4. Client’s share of online expenditure in total grocery expenditure by

    loyalty card customers in relation to the grocery stores’ sizes and locations
  5. Data 2nd Weekend Open – Easter Weekend 1st Weekend Open

    Opening Day
  6. Spatial Analysis Khawaldah H, Birkin M, Clarke G (2012) A

    review of two alternative retail impact assessment techniques: the case of Silverburn in Scotland, Town Planning Review, 82 (2), 233-260, doi 10.3828/tpr.2012.13
  7. The CDRC Vision • CDRC is a platform and a

    service that will – Unlock the potential of ‘Big’ retail data for the benefit of all – Render retail data safe to use in research applications in retailing and public service delivery – Develop highly innovative and high impact service related research projects – Develop a new collaborative and integrated approach to training and capacity building – Create conditions for the preservation of legacy retail data
  8. The Service • Negotiate access to important retail business datasets

    (agreed division of labour for this) • Safe research setting and three tier data service – (a) CDRC-Public – (b) CDRC-Stakeholder/Archive – (c) CDRC-Secure (guided, advanced) • Assemble, create and maintain successive waves of retail data, evaluate provenance and provide metadata
  9. The Research Setting • Service Linked Research Projects (SLRPs) •

    Substantive research themes in urban mobility, ethical and sustainable consumer behaviour, and multi-disciplinary networks of research innovation (Leeds) • Mutually reinforcing commitments to training, capacity building and outreach – Short courses – National Master’s retail dissertation scheme – Retail themed doctoral training scheme cohorts – Short courses (Leeds, OIRM, UCL) – Sustainable Masters’ programme in retail data analytics (Leeds) • Commitment to collaborate with other ESRC Big Data investments
  10. Service Linked Research Projects 1. Town Centre Boundary Definition 2.

    Scale and Dynamics of Retail Catchments 3. Twitter geo-temporal demographics of Retail Conurbations 4. Responsible Retailing and Health 5. Community Health and Retail 6. Housing Construction and Energy Demand 7. Sustainable Retailing and Regeneration 8. Retail and Geo-temporal Patterns of Criminal Activity 9. Hedonic Retail Rent Forecasting and Footloose Retail 10. Transport flow, footfall and retail behaviour 11. Text Analytics and Retail Resilience 12. Geotemporal Dynamics of Online Shopping Fullfilment Economic Performance and Sustainable Growth Influencing Behaviour and Informing Interventions A Vibrant and Fair Society
  11. Substantive Research Agenda Ethical consumption - Ethical shopping behaviour -

    Understanding and informing consumers’ financial decisions - Pro-environmental attitudes and practices Urban mobility and movement models - Cross-scale population movements in space and time - Demographic flux, exposure and risk - The virtualisation of spatial and social interactions Innovation in social data analytics - Create user group and partner networks for novel applications in health, crime, marketing, transport, political science…. Economic Performance and Sustainable Growth Influencing Behaviour and Informing Interventions A Vibrant and Fair Society
  12. The CDRC User Journey 1. The entry point for the

    Consumer Data Research Centre (CDRC) is - this provides an outline of three levels of service: a) Public b) Stakeholder Archive c) Secure 2. Users view attributes of the data they wish to analyse on 3. Users register for access with the secure service (webpages and supporting registration database generated by the project team) 4. On the first day of access, users will register at a helpdesk (UCL, Leeds, Liverpool) where they will be provided with the following: - Access cards / codes; terminal log on; an approved project form for; map and instructions of where the rooms are, who to speak to with regards to particular queries, and normal hours of service availability.
  13. The CDRC User Journey 5. Users are escorted to the

    lobby area by CSD where they are shown where they need to lock telephones and other prohibited materials. 6. Users are shown how the door open and closing mechanism works by CSD and it is ensured they can log onto a computer. 7. User performs analysis, saving extracts to their account and submitting them to the RBDS approver pool. 8. User informs CSD helpdesk that the analysis is complete Users contacted within 10 business days with details about how the data extracts or analysis will be returned to them – enable checking. 9. Approved user generated content will be stored securely for 12 months and then be destroyed.
  14. Capital expenditure Secure infrastructure

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  17. Liverpool Plans Leeds Plans

  18. Enabling top quality scientific research that can transform social science

    • Government administrative data • Social media data • Other survey investments, including longitudinal data • Biosocial data Infrastructural support for the social science agenda
  19. Indicative examples • Obesity research using health records, social attitudes

    surveys and purchasing behaviour • A richer and deeper understanding of the dynamics of deprivation, based upon housing and neighbourhood surveys, labour market and employment data, information on fuel consumption and lifecourse surveys • Understanding of the welfare economics of provision in heath, education and law enforcement, by linking relevant administrative data to social attitudes surveys, online participation in web and social media forums and life course expectations.
  20. Mobility? Diet and health? Carbon footprint? e-Resilience?

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  23. The Way Forward • CDRC is now open for business

    and eager to pursue conversations with retailers about data-driven research which may be: – Beneficial to the public and society – Curiosity-driven – Of long-term strategic or commercial interest – Pedagogically valuable