“…These systems are built upon the sociological assumption that location, particularly where we live, signals social and cultural characteristics of a given population. The origins of geodemographic systems could be traced back to the end of the 19th century with the surveys of life and labour in London (see Burrows and Gane, 2006;Parker et al, 2007), though its discursive foundations are to be found in the 1920s with the Chicago School of Sociology's ideas of 'urban ecology' as the city's principle of socio-spatial organization (see Ashby et al, 2008; Burrows and Gane, 2006;Uprichard et al, 2009). Modern computer-based geodemographics did not appear until the early 1970s, though.…”