Modern-day classification: Who do you think you are?
In the days when I promoted Mosaic, our team used to share what we thought was an amusing anecdote. Marketers…
Professor Richard Webber
Geodemographics ‘useless’ as contextual data rules OK
Bad news for father of geodemographics Professor Richard Webber – and the data companies which base their products on his…
‘Brands risk being racist by ignoring ethnic groups’
Professor Richard Webber, the man who invented geodemographics nearly 40 years ago, has slammed those who believe targeting by ethnicity…
Why direct marketers need to embrace ethnicity
Dame Louise Casey, in her review of the integration of ethnic minorities, has accused the government sector of burying its…