Geodemographic analysis has become a vital tool of market segmentation. Your postcode can say a lot more about you than simple statements of social class. A postcode is often the most vital piece of information that companies gather from their customers.

You can see the power of postcodes by visiting the upmystreet website (www.upmystreet.com). By entering a postcode from England, Scotland or Wales, visitors to the site are presented with a range of information about their area, for example house prices, nearby schools and crime levels in the area. Click on the demographics button and you will be presented with a description of the area based on its ACORN code classification.

Questions:

1. When you enter your postcard, does the ACORN code description provide a true representation of yourself and the people who live around you?

2. If you were deciding on the best locations for a new chain of minor sports injury clinics, how could ACORN codes help you? Look through the descriptions of the different ACORN classifications and come to a view about which ones you might target.

3. What additional information might you need in order to decide on the best locations for your clinics?