Effective location planning starts with understanding who your customers are, where they live, and how they behave, which enables much more strategic decision making.
GMAP equips businesses with consumer data, demographic insight and customer profiling tools to help them see their markets clearly. As a specialist consumer data provider focused on location-based decision making, GMAP pairs high-quality datasets with spatial insight to turn data into practical strategy.
The result is smarter targeting, stronger network planning, and a clearer picture of where real opportunity exists across a network or geographic area.
Who is Consumer Data for?
GMAP’s consumer data is used by organisations that need a better understanding of the people behind their locations. This typically includes:
- Automotive manufacturers and dealer networks wanting a clearer picture of local demand
- Retail brands reviewing expansion plans or assessing how sites are performing
- Marketing and insight teams building more accurate customer profiles
- Strategy and investment teams making decisions across regions or markets
Whether you’re looking to buy consumer data to strengthen your internal analysis, or looking for a UK consumer data provider to support a broader location planning project, GMAP can help.
How can consumer data improve your location decisions?
Consumer data becomes genuinely useful when it’s connected to location. Once you understand who your customers are and where they live, you can start answering practical, strategic questions about your network, your marketing, and your investment decisions.
Using GMAP's consumer data and customer targeting tools, organisations can:
- Profile their existing customers to understand who they are attracting
- Identify areas with the highest concentration of their target audience
- Assess market potential by area, catchment or territory
- Compare locations based on consumer demand rather than proximity alone
- Support decisions around customer acquisition, network growth, or rationalisation
Our consumer data insight helps you make confident decisions about sites, expansion, and marketing based on real customer behaviour.
Consumer data from GMAP
GMAP provides a suite of datasets and tools that can be used individually or together, depending on your analysis needs. These datasets support market analysis, network planning, territory optimisation and site feasibility decisions across multiple sectors.
1. Demographic and geodemographic data
GMAP supplies UK consumer data, including demographic and income information. It also includes CAMEO demographics, a leading consumer segmentation system used in the UK and internationally.
CAMEO classifies every postcode into 68 categories based on affluence, life stage, interests, and spending habits. This allows organisations to make more informed decisions, such as:
- Where to focus marketing campaigns to reach the most relevant audiences
- Which locations to prioritise for expansion or new sites
- How to make the most of current locations through local customer understanding
- Assess how well a potential location aligns with their brand’s customer base to reduce risk in expansion
CAMEO demographics are available in 36 countries, giving organisations a consistent solution for location and marketing decisions across global markets.
2. UK automotive market data - DVLA
For organisations in the automotive sector, GMAP provides access to DVLA vehicle registration data
- one of the most comprehensive sources of UK automotive consumer data available.
Using this data, organisations can:
- Spot areas with the highest demand for new and used vehicles
- Understand where their current network is underperforming
- Identify opportunities to grow market share in specific locations
- Base dealer network planning and location decisions on verified data, not assumptions
This data provides a foundation for dealer network planning and location decisions that internal data alone cannot match.
For organisations operating internationally, GMAP can advise on equivalent data sources in other markets - supporting expansion planning beyond the UK.
3. Consumer data integrated into location planning tools
GMAP’s consumer datasets can be licensed on their own or integrated directly into our location planning software and tools, including MVPLUS
and IMPACT, or used as part of a consultancy project.
This allows businesses to:
- Conduct in-house spatial analysis within MVPLUS
- Model network scenarios and test site changes using IMPACT
- Visualise demographic, automotive, and performance data through our interactive reporting tools
- Combine consumer insight with operational data for a clearer commercial picture
- Use structured datasets as inputs for consultancy-led network planning and scenario modelling
Whether teams are self-analysing through software or working with GMAP on structured planning projects, consumer data delivers actionable, evidence-based insight to guide network and site planning.
Consumer data insights with practical application
Access to consumer data is only useful if it leads to better decisions. GMAP provides high-quality datasets with the analytical context needed to interpret them correctly.
We help organisations use UK consumer data to:
- Understand how consumer profiles differ across areas and territories
- Spot gaps between where a network operates and where target consumers are
- Build evidence-based cases for opening, relocating, or closing sites
- Inform targeted marketing and customer acquisition strategies
This data helps organisations align strategy and operations with real-world consumer patterns.
Why GMAP?
GMAP has over 30 years of experience working with location-based data across automotive and retail markets in more than 60 countries.
Clients work with GMAP because we:
- Provide data, software, and consultancy in a single, integrated relationship
- Give access to established datasets, including CAMEO demographics and DVLA data
- Apply consumer data directly to location planning, not in isolation
- Bring hands-on experience in the sectors where consumer targeting decisions have the most impact
Talk to us about consumer data
Whether you are looking to buy consumer data for a specific project or want to build an ongoing capability to guide location decisions, GMAP can help you identify the right datasets and the right approach.
Get in touch to see how our data, software, and consultancy can support smarter, evidence-based decisions across your organisation.
FAQs
What types of consumer data does GMAP provide?
We can provide UK demographic and income data, geodemographic classifications such as CAMEO (available in 36 countries), and automotive-specific data from DVLA vehicle registration records. These datasets can be used on their own or together to support location planning and network analysis projects.
Can I buy consumer data directly from GMAP?
Yes. Our datasets are available on a licensed basis. They can be supplied as standalone data for your own systems and analysis, accessed through MVPLUS, or included in a consultancy project. Contact our team to discuss the licence and format that best suit your needs.
What is CAMEO and how is it used?
CAMEO is a consumer geodemographic system that groups UK postcodes into 68 categories based on income, life stage, interests, and spending habits. It helps organisations understand who their customers are, see where similar consumers live, and compare how well different locations match their target audience.
What is the DVLA data and who is it relevant for?
The DVLA dataset gives detailed UK automotive market data, including new vehicle registrations, used car sales, and the total pool of registered vehicles by area. It’s mainly used by automotive manufacturers, OEMs, and dealer groups to understand local demand and evaluate territory performance. We can also advise on similar data sources for international markets.
Do you provide consumer data internationally?
Yes. CAMEO geodemographic data is available in 36 countries, with local segmentations and a universal code for consistent comparison across markets. For automotive clients, we can advise on the equivalent of DVLA data in other countries to support international expansion and network planning
Can consumer data be used alongside my own internal data?
Yes, we often combine our licensed consumer data with clients’ internal sales, customer, and operational data. This gives a fuller view of your market, making analysis more powerful than using either dataset on its own.
