A form of information technology that enables marketers to predict, through the use of statistical models, the behavioural responses of consumers, based on identity and residential location. Goss (1995) Econ. Geog. 71, 2, 171 explains and critiques geodemographics. Singleton (2012) Geogr. J. 178, 3, 216 reports that geodemographic analysis shows pupils domiciled within more affluent and less ethnically diverse areas record the highest rates of participation and attainment in the GCSE geography exam (UK).