Every location decision starts with the same question: who actually lives there? Demographic data answers that at a basic level. Geodemographic data goes further, grouping people by lifestyle, affluence, and behaviour so you understand not just who's in an area, but how they're likely to think, spend, and shop.
GMAP is a demographic data provider covering the UK and international markets, and a reseller of CAMEO, a leading consumer geodemographic segmentation product available in 36 countries. You can buy the data as a one-off, or feed it into an ongoing analysis process - either way it's ready to work with from day one.
Who is consumer demographic data for?
Our demographic and geodemographic data is used by teams that need to understand the people behind a market, including:
- Property and network planning teams - profiling the customer base around a potential or existing site
- Strategy and commercial teams - building a market demographic data picture to support expansion or investment decisions
- Marketing teams - segmenting and targeting based on customer demographics data
- Retailers and consumer brands - matching store or product offer to the local population
- Automotive brands - understanding demand and customer profile alongside vehicle data
GMAP's data scales from a single consumer demographics UK project through to international coverage across dozens of markets.
What demographic data helps you do
Raw demographic data tells you the basics: age, income, household type, population density. Geodemographic data - like CAMEO - builds on that by classifying areas into distinct consumer segments based on real behaviour and lifestyle patterns. Together, they let you:
- Understand who lives in and around any location
- Compare the profile of different areas against your existing customer base
- Segment and target customers more precisely based on lifestyle and spending habits
- Benchmark locations using consistent demographic and geodemographic measures
- Support international expansion with comparable data across markets
GMAP's demographic and geodemographic data
Raw demographic data tells you the basics: age, income, household type, population density. Geodemographic data - like CAMEO - builds on that by classifying areas into distinct consumer segments based on real behaviour and lifestyle patterns. Together, they let you:
- Understand who lives in and around any location
- Compare the profile of different areas against your existing customer base
- Segment and target customers more precisely based on lifestyle and spending habits
- Benchmark locations using consistent demographic and geodemographic measures
- Support international expansion with comparable data across markets
CAMEO UK
CAMEO UK sorts every postcode into one of 68 categories based on how people actually live - what they earn, what stage of life they're at, and what they spend money on. It sits alongside separate local area data on finance, income, property, welfare, and unemployment, so a single postcode can carry a genuinely detailed customer profile rather than a rough guess.
CAMEO International
CAMEO International applies the same approach across 36 countries, using market-specific segmentation for each one. A shared cross-market code then makes it possible to compare customer types across borders, giving businesses a consistent view of audiences without having to treat every market differently.
Delivered through geodemographic software
All of our demographic and geodemographic data can be delivered directly within MVPLUS, so your team can layer it against customer, sales, and site data without switching tools. This keeps your workflow in one platform and removes the need to move between different systems.
Why GMAP?
Good demographic data is only valuable if it helps you make better decisions. We combine trusted data, practical expertise and easy-to-use tools, so you can move from insight to action with confidence.
- We don't just provide data - our consultancy team helps you understand what it means for your business.
- CAMEO gives you a consistent geodemographic segmentation across 36 countries, making it easier to compare audiences between markets.
- Our data integrates with the tools your team already uses, so you can work with it straight away.
- With more than 30 years' experience, we've helped organisations apply demographic and location data to commercial decisions.
Whether you're comparing demographic data companies, looking to buy demographic data for a one-off project or want geodemographic segmentation built into your day-to-day analysis, GMAP can help.
Case Study
FAQs
What is geodemographic data?
Geodemographic data groups people living in the same area into segments based on shared characteristics - lifestyle, affluence, life stage, and spending habits - rather than just basic demographics like age or income. CAMEO is GMAP's core geodemographic segmentation product.
What's the difference between demographic data and geodemographic data?
Demographic data covers basic population statistics - age, income, household size. Geodemographic data builds on this by classifying areas into consumer types based on how people actually behave, giving a richer, more actionable picture of who lives there.
Can I buy demographic data from GMAP for a specific country?
Yes. GMAP provides consumer demographic and income data in the UK and internationally, and CAMEO geodemographic segmentation is available in 36 countries via a universal International CAMEO code for cross-market comparison.
Do I need geodemographic software to use this data?
No. CAMEO and GMAP's demographic data can be used as standalone datasets. They can also be delivered directly within MVPLUS, our geodemographic software, if you want to combine them with your own data for ongoing analysis.
How is CAMEO UK structured?
It splits UK postcodes into 68 categories based on income, life stage, interests, and spending patterns, with additional local area data available on finance, property, welfare, and unemployment.
