Who spends the most on fruit and vegetables


National Vegetarian Week (#NationalVegetarianWeek) this year runs from 13th to 19th May. What better opportunity to highlight how GIS mapping can be used to create marketing campaigns and raise awareness of the benefits of eating more fruit and veg.


Geographic Information System (GIS) mapping is the use of software to visualise, analyse and present data in a geographical context. Prospex, our desktop GIS, and MapVision our online interactive mapping system, can be used to map a range of data such as lifestyle, business, customer, location and just about any other types of data for that matter.

There are a range of datasets available that provide information about people’s lifestyle’s and behaviours. For this example, we have mapped the Living Costs and Food survey (LCF) variable ‘weekly spend on fresh fruit and vegetables’ using Prospex GIS.

The map we have created simply illustrates the spend on fruit and veg across the UK. The areas mapped in yellow spend the most on fruit and veg and the areas mapped in red spend the least.

This simple map starts to build a picture we can use for marketing purposes. We’d like to target people to raise awareness of the benefits of eating fruit and veg and the obvious targets for this example would be people that spend the least.

Now we have identified the areas where people spend less on fruit and veg we can use our geodemographic classification, P2 People & Places, to learn about the types of people living in those areas. P2 People & Places is a comprehensive classification that contains detailed descriptions about people’s lifestyles, behaviours and attitudes. The descriptions deliver valuable insight which we use to build profiles of the types of people we’d like to target. Information such as shopping habits, preferred supermarkets, internet use, newspaper readership, leisure activities, transport use and more enable us to identify the best means to communicate with people about products and services and therefore increase the effectiveness of marketing campaigns.

GIS mapping and data analysis has helped us identify the types of people we need to target and where to find them. The P2 People & Places descriptions also highlight the best medium and methods of communicating with them.

This example provides a basic overview of how GIS mapping can be used to increase the effectiveness of marketing campaigns. If you’d like to talk about a mapping solution for your business please get in touch.

 

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