Geodemographic Analysis: Applications for Higher Education

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Geodemographic Analysis Applications for Higher
Education

• Alex Singleton University College London

Alex Singleton University College London
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Introduction

• University College London / Department Geography
  Centre for Advanced Spatial Analysis (CASA)
• Spatial Literacy
• E-society classification
• Surname Profiles

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Issues facing HE institutions

• Who do we want? - How do we increase access?
• Wholesale
• Courses
• Where do we target?
• Who is best qualified?
• Internal benchmarks

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Constrained by the available data
No Unique Identifier!
What is HE (overlap)?
HESA HESA Returns
LSC Work Based Learning, Independent Learners
Record
UCAS Applicants, Applications, Acceptances
DfES - PLASC
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How do we increase access?

• Targeting underrepresented groups

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Who goes to University?
Key Widening Participation Groups
Symbols of Success
Metro Multiculture
Blue Collar Enterprise
Welfare Borderline
Twilight Subsistence
Municipal Dependency
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Where are WP neighbourhoods?
PI
WP
gt 120
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Subject Profiles

• Are certain geodemographic groups more likely to
  study particular subjects?
• Information can be used for
• Targeting Schools
• Extending Access by Subject Areas
• Monitoring Course Entry Profiles

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Subject Profiles

• Possible Interpretations
• More affluent have travelled more extensively
• Those living in rural locations have a greater
• affinity with the environment

(Base 2000-2004 Acceptances)
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Subject Profiles

• Possible Interpretations
• Those living in rural locations have an affinity
  with environment

(Base 2000-2004 Acceptances)
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Subject Profiles
(Base 2000-2004 Acceptances)
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Where do I target?

• Distance and geodemographics

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Institutional Market
However not all institutions are the same..
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Search and Selection
Rose Hill University (UCAS)
The most effective container for students are
schools
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Who is best qualified?

• Tariff and geodemographics

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Who is Widening Participation?

• Institutional benchmarks

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Faculty, School or Department?
The College of Science Engineering
The School of GeoSciences
Earth Science
Ecological Science
Geography
F800L700LV74LV73LL71LL72LL76LL74LL73L7F9
NL17
CF19C901C9F9CD15
F630F600F660FF68FFP8
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Students have a course code
F800
LL73

• Group Students by their course code
• E.g.
• Geography
• Earth Sciences

LV73
C9F9
F600
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Index scores show you how an aggregation differs
from the total institutional intake
X
Anonymous Faculty Anonymous Faculty Anonymous Faculty Anonymous Faculty Anonymous Faculty Anonymous Faculty Anonymous Faculty Anonymous Faculty
Fac1 Fac2 Fac3 Fac4 Fac5 Fac6 Fac7 Fac8
01 - Symbols of Success 115 108 70 55 113 93 82 123
02 - Happy Families 69 49 133 205 207 96 83 84
03 - Suburban Comfort 89 72 129 110 101 99 121 97
04 - Ties of Community 71 105 36 128 60 121 160 58
05 - Urban Intelligence 99 106 215 118 66 96 105 95
06 - Welfare Borderline 36 117 158 224 38 104 151 71
07 - Municipal Dependency 155 392 0 0 0 132 133 0
08 - Blue Collar Enterprise 83 159 129 116 93 90 172 61
09 - Twilight Subsistence 40 154 0 0 0 181 104 99
10 - Grey Perspectives 130 80 130 100 62 129 49 82
11 - Rural Isolation 172 117 0 38 156 88 25 119
5 8
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Main WP Groups
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Concluding remarks

• HE Data complex
• Geodemographics can be used as a conduit to
  understanding society space
• Application
• Admissions / WP
• Marketing / Course Targeting
• Management / Benchmarks
• Note on the future public sector
  geodemographics...

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Any questions?