Beacon Dodsworth mapping and data products... Assess health needs and improve service delivery Cluster analysis • Allows the combination of 100s of variables for 100,000s of geographical

Assess health needs and improve service delivery

Beacon Dodsworth mapping and data products

David WombellDavid Wombell

www.beacon-dodsworth.co.uk


Wh t d B D d th d ?What does Beacon Dodsworth do?• Mapping (GIS) software

• On the desktop• Via the internet

• Mapping data• Mapping data• Cartographic• BoundariesBoundaries• Built environment• Locational

• People classification• Bureau & analysis



P² People & Places geodemographic area classificationgeodemographic area classification

Simon WhalleySimon Whalley



Introduction3 basic questions:• Why do we need one?y• What is a geodemographic classification?• How to use a geodemographic classification?• How to use a geodemographic classification?



Why do we need classifications?





Why?• Huge volume of spatial data• Too much information to interpret ourselves• Look for patterns in spatial data• Need a better understanding of what is going onNeed a better understanding of what is going on





Why?• Need to have systems of understanding areas and the people

that live within these areas• Develop tools which classify areas into groups to aid this

understanding• Groups have similar characteristics• Geodemographic classificationsg p



2P2 People & Places geodemographic classificationclassification



P2 People & Places• Geodemographic classification covering the UK• Built at Output Area level from Census 2001 data

• Greatest available spatial detail

• Built in collaboration with Peter Batey & Peter Brown from yUniversity of Liverpool

• Built Super Profiles using Census 1991 data



Cluster analysis• Allows the combination of 100s of variables for 100,000s of

geographical areas into a number of groups, e.g. 40• Data compression• Identify strong patterns within these spatial datay g p p• Creating clusters or groups that describe geographical areas

which have similar characteristics forming a classificationg• Results are presented in a form that people understand



• P2 People & Places• Descriptive name given for each cluster• Census variables used to describe each cluster

and its unique characteristics

• Target Group Index (TGI) variables used to describe the unique lifestyle characteristics of q yeach cluster



• P2 People & Places• Hierarchical nested structure• Tree = 14 Clusters• Branch = 41 Clusters• Leaf = 157 Clusters Leaf 157 Clusters



Tree – Branch relationship

Tree DRooted Households

Branch D11Matrimonial Homes

Branch D13Established Couples

Branch D14Multicultural Families

Branch D15Skilled Workers



• P2 People & Places• All of the clusters are ranked in order of affluence• Most wealthy to least wealthy

Tree level: Branch level:Tree level: Branch level:A = Most Affluent A01 = Most AffluentM = Least Affluent M40 = Least AffluentM = Least Affluent M40 = Least Affluent



P2 hierarchyP2 hierarchy



How to use a classification



How to use a classification• How to interpret the results of a classification• Data only• Cluster descriptions• Index valuesIndex values• Using a classification in combination with mapping software• Combining with other data sets• Combining with other data sets



How to use a classificationHow to use a classification

Geographical Geographical P2 Classification Geographical Area

Geographical Area Type

P Classification (Tree)

SE17 3TG Postcode ISE17 3TG Postcode I



How to use a classificationTree I – Multicultural Centres• Families from a broad ethnic mix; African and Asian origin; g• Live in terraced housing• Employment – semi skilled and unskilled workers• Employment – semi-skilled and unskilled workers• Use public transport – no car

L • Live in cities







How to use a classificationIndex valuesIndex values• Indication of the distinctive characteristics of a cluster• Provided for a common set of variables – Census & TGI• Provide the descriptions for each cluster



How to use a classificationIndex values• Provide a means of comparing actual values for a variable for p g

a cluster in relation to the average value• Average value = National valueAverage value National value• Comparing cluster Vs National



How to use a classificationIndex values• Value of 100 = averageg• Value of 200 = two times what you expect on average• Value of 50 = half what you expect on average• Value of 50 = half what you expect on average



Tree A – Mature OaksTree A – Mature Oaks

250Daily Broadsheets

Sunday Broadsheets

150

200Car 2001 cc and above

Smoking: All Users

100

Inde

x

Regular Major Shopping:Sainsbury's

50

0



How to use a classificationTree A – Mature Oaks• Read quality newspapersq y p p• Drive powerful cars• Shop at Sainsbury’s• Shop at Sainsbury s• Low levels of smoking



Tree L – Disadvantaged HouseholdsTree L – Disadvantaged Households

200Daily RedTops

Sunday RedTops

150

x

y p

Car 2001 cc and above

50

100

Inde

x

Smoking: All Users

Regular Major Shopping:

0

50 Asda



How to use a classificationTree L – Disadvantaged Households• Read red top newspapers – The Sun, Daily Mirrorp p p , y• Do not own a car• Shop at ASDA• Shop at ASDA• High levels of smoking



L l f ki P2 T A & LLevels of smoking: P2 Trees A & L

200

150

Smoking: Tree A

Smoking: Tree L

100

Inde

x

Smoking: Tree L

0

50



Levels of smoking: P2 Trees A & L• Complete contrast• Tree A – low level (Index value of 54)• Tree L – high level (Index value of 166)





Levels of smoking: P2 Trees A & LReduce levels of smoking• Target Tree Lg• Promote via Red Top Newspapers• Drop in centres at ASDA supermarkets• Drop in centres at ASDA supermarkets



ASDA Stores – Retail Locations



P2 People & Places Area Stability – descriptive characteristics• 2001 Census Migration flows2001 Census Migration flows

• Between Trees• Between BranchesBetween Branches



Area Stability• Inflows/Outflows• Distance Travelled• Gross Population Turnover





• Expenditure and Food Survey (EFS)• Linked to P2 People & Places• Linked to P2 People & Places• Extra descriptive characteristics

A l d• Annual updates

• Weekly Household Expenditure (£)• Health – drinking/smoking/prescriptions

Lif l di• Lifestyle - diet









How to use a classificationTree E – Qualified Metropolitans• Mainly single peopley g p p• Highly qualified adults• Living in cities predominantly London• Living in cities, predominantly London• Live in flats and bed sits

H hl b l l• Highly mobile population





P2 People & Places data• Free version – rebuilt at LSOA for Great

Britain

• Full version – built at OA for the UK• Counts aggregated up for all administrative and

postcode geographiesA il bl f h UK d fi d d i• Available for the UK or a user defined study region

Pl k f d il• Please ask for more details


Documents

Beacon Dodsworth mapping and data products... Assess health needs and improve service delivery Cluster analysis • Allows the combination of 100s of variables for 100,000s of geographical