Neo-demographics: Opening Developing World Markets by Using Personal Data and Collaboration

Lead Research Organisation: University of Nottingham
Department Name: Nottingham University Business School

Abstract

The NEO-DEM project will use non-standard data and novel methods to impact business efficiency, encourage community collaboration and provide scholarly insights into consumer behaviour. UK businesses can struggle in the developing world, despite excellent track records at home. The following reasons explain a good deal of this failure in retail, service and consumer oriented sectors:

* It is not possible to directly transfer domestic business models into emerging economies due to cultural, infrastructural and behavioural differences. Companies need to generate new analytical and strategic models that identify the differing needs of customers based on an understanding of the novel behavioural and consumption patterns exhibited.

* In the developed world consumer oriented businesses are increasingly data-driven. They rely on cross-referenced geo-demographic, socio-graphic, and psychographic data as well as transactional data (e.g. Tesco & Boots in the UK); their use is enmeshed within company strategy. In many countries this kind of data are incomplete or non-existent, their absence inhibits growth and means that targeting and resource use is sub-optimal. Replicating the kind of data that is readily available in the UK will often be impossible or expensive and impractical. Even when transactional data is forthcoming (e.g. Tesco Clubcard Malaysia) there is limited scope to cross-reference them with reliable geo-demographic data-sets and models that are taken for granted in the UK (e.g. Experian's Mosaic).

Despite lagging behind in infrastructural developments, developing countries have experienced digital revolutions; providing a largely untapped opportunity to generate business intelligence. In 2010 of the 5 billion mobile phones in the world 80% were in developing countries and this proportion is continues to grow. African countries have embraced new financial technologies such as mobile payment: over 17m Kenyans use mobile money; around 25% of the country's GNP flows in this way. Crowd sourcing systems such as Ushahidi lead the way in the aggregation of social factors. The project will create a decision support and market segmentation platform generated via personal data, collaborative aggregation and crowd-sourced feedback, that will allow the generation new models of consumer behaviour to support innovation.

Our work will hinge on three case studies in exemplar developing economies (Tanzania, Malaysia and China) where we will develop example behavioural segmentations via novel computational and clustering methods and in partnership with a range of data providers and internationally significant companies including: Alliance Boots, Dairy Farm International, Bakhresa Group, Boots, E-fulusi, Tesco, Marks & Spencer and Experian.

Academic research into consumer behaviour patterns will be significantly advanced by the techniques developed, their application in this field is novel. There is scope to exploit advanced forms of computation and clustering that more readily account for market complexities. There is a very high chance that the project will provide insights into consumer behaviour that have hitherto remained obscure. So the contribution to research in this area could be both methodological and empirical and contextual (robust insights into developing world consumers are more rare). This expeditionary collaboration is likely to open the door to and on-going conversation between the fields of business/consumer analytics and computational analysis.

Planned Impact

[Industry Impact] The NEO-DEM project brings together academic researchers, UK industry and data providers in emerging economies to produce a platform that generates behavioural segmentations and archetypes, to help UK firms to identify unmet needs in developing nations. Because behavioural segmentations do not currently exist in much of the developing world (Experian, for example, are unable to offer geodemographic "mosaics" for many emerging economies because the infrastructure isn't sufficient there to use traditional methods) we will help to fill a significant gap in knowledge, supporting both academic research and industry business modelling (especially in the retail sector).To emphasise this, in 2012 the UK retail sector was valued at £300 billion, equivalent to 20% of the national GDP: 1-in-12 companies are in the retail sector, and they employ 1-in-9 of the UK workforce (source: ESRC). Given that recent reports indicate that western multinationals expect 70% of their growth to occur in emerging markets, and these markets continue to grow in size (with populations greater than their developed counterparts), the scope for impact is extremely good.

[Academic Impact] This research provides an unparalleled opportunity for social science, business and data science/machine learning researchers to work on huge datasets in parallel to create a joined-up picture of behaviour in the developing world. Getting good data is hard in academic research - it is normally held protectively in silos by those that generate it. To be able to correlate and mash-up a plethora of huge data streams in tandem is an immense opportunity for researchers. For information science the scope to combine datasets (such as pharmacy data with mobile phone use; or nutritional value of purchases with health metrics) to generate new insights is particularly exciting. From a computer science perspective we aim to extend current state-of-the art in clustering and time series analysis; and with respet to consumer business research the ability to use objective (quantitative) data to provide robust insights or establish 'rules' of behaviour is significant. Impact will be realised through publications, capacity building workshops and seminars.

[Knowledge Transfer] The timely nature of this work, and the potential to understand the rapid social changes occurring in emerging markets, has led to a substantial number of highly significant project partners joining us, sharing both invaluable datasets as well as expertise. We will work closely with our partners' "customer insight" teams, creating much opportunity for ongoing knowledge transfer through the project. Importantly, while project partners will benefit from the models and toolkit derived in the most direct way possible, they will still be in the vanguard - we will disseminate all of our findings (methods and behavioural groups alike) in an open and transparent fashion. This will be through practitioner conferences and forums (e.g. NEMODE and The Demographic Users Group), workshops, as well as through organizations such as the OKFN and UN Global Pulse. All source code produced will be released on open source licences and all research though open publication models.

[Policy Impact] Our societal/policy impacts lie in a greater understanding of what can be elicited from behavioural data streams, contributing to current policies on data privacy as well as helping to understand the potential that behavioural segmentation has for (social) policy making. The project aims to impact on future digital economy research, informing initiatives that integrate business and social science disciplines viacomputational approaches, and to continue its impact beyond the end of the project (with the market insights being dynamic, based on the ever-changing data held by our partner organizations rather than requiring continued input from the research team).
 
Description 1) Different data for old questions:
We have identified and used new and novel data sources where there is limited 'conventional' data available used to address issues of market and consumer insight or optimal service location (public or private) e.g. proprietary/commercial digital footprint data for socio-economic mapping and segmentation; community generated mapping data in developing economies. This includes call detail record data and retail transaction data, community mapping and survey data.
2) New methods for old questions:
Novel machine learning methods have allowed us to leverage new insights from transnational data (mobile and retail) and to use them to understand populations for social and commercial use. Subsequent funding (notably Bill & Melinda Gates Foundation) as deepened this application.
3) We have established methods and protocols to merge insights from disparate data sets - particularly in our case study city of Dar es Salaam, Tanzania.
Exploitation Route Through further scholarly research informed by our emergent findings and subsequent dissemination. Through professional and executive education. Through UG and PG research led education. Through further dissemination and collaboration. Through PhD candidate access to data acquired (all data is proprietary and subject to NDAs). The University of Nottingham has invested in a facility called the N-LAB (Neo-Demographic Laboratory for Analytics in Business) to solidify the research team that formed around the project and provide a teaching legacy to the insights into business and social analytics engendered by it. The N/LAB now has a physical infrastructure and permanent teaching/research posts.
Sectors Communities and Social Services/Policy,Digital/Communication/Information Technologies (including Software),Environment,Financial Services, and Management Consultancy,Healthcare,Retail,Transport

URL http://neodem.wp.horizon.ac.uk/
 
Description Findings have been used by various project partners and other users including Walgreen Alliance Boots, Tigo Mobile, Dairy Farm/7-11 China HK, Marks and Spencer, The World Bank among others to inform customer profiling,retail segmentation, churn prediction and store location, transport planning and flood resilience. These impacts have brought about efficiency gains in public service provision and influenced business practice in the UK and in the case study regions (including further related grant capture and projects). Notably, the project has also informed policy and had an impact on World Bank transport support, mapping and urban development planning in Tanzania; including a World Bank transport masterplan.
Sector Communities and Social Services/Policy,Digital/Communication/Information Technologies (including Software),Environment,Financial Services, and Management Consultancy,Retail,Transport
Impact Types Societal,Economic

 
Description World Bank Transport Masterplan: East Africa
Geographic Reach Africa 
Policy Influence Type Participation in a national consultation
Impact The work was used to formulate a coherent transport policy and plan for Dar es Salaam Tanzania. The work was part of a wider programme commissioned by the World Bank. CDR data including the flow of money - was modelled to inform Origin-Destination (OD) matrices.
URL https://neodem.wp.horizon.ac.uk/
 
Description World Bank Transport Masterplan: East Africa (2017)
Geographic Reach Africa 
Policy Influence Type Participation in a national consultation
URL https://medium.com/frontier-technology-livestreaming/using-earth-observation-machine-learning-to-opt...
 
Description BIG DATA FOR CLIMATE CHANGE AND DISASTER RESILIENCE: REALISING THE BENEFITS FOR DEVELOPING COUNTRIES
Amount £10,000 (GBP)
Organisation Economic and Social Research Council 
Department ESRC-DFID Joint Fund
Sector Public
Country United Kingdom
Start 04/2015 
End 05/2015
 
Description EPSRC GCRF Funds Internally Awarded by university
Amount £24,884 (GBP)
Organisation Engineering and Physical Sciences Research Council (EPSRC) 
Sector Academic/University
Country United Kingdom
Start 08/2016 
End 01/2017
 
Description Financial Data Mapping in East Africa - Round 16 - Global Challenges Explorations
Amount $100,000 (USD)
Organisation Bill and Melinda Gates Foundation 
Sector Charity/Non Profit
Country United States
Start 05/2016 
End 10/2017
 
Description HEFCE Newton Fund Extension Award
Amount £15,000 (GBP)
Organisation University of Nottingham 
Sector Academic/University
Country United Kingdom
Start 02/2017 
End 07/2017
 
Description Strategic Development Fund
Amount £244,000 (GBP)
Organisation University of Nottingham 
Sector Academic/University
Country United Kingdom
Start 09/2016 
 
Title Tigo Mobile CDR data 
Description CDR data from Tigo Tanzania - proprietary data - one year - this data cannot be shared due to NDA 
Type Of Material Database/Collection of data 
Year Produced 2017 
Provided To Others? No  
Impact This data is central to the project in hand 
 
Description Deltares 
Organisation Deltares
Country Netherlands 
Sector Charity/Non Profit 
PI Contribution Collaborations in Dar es Salaam in understanding flood mitigation and flood extent measures.
Collaborator Contribution Provision of professional hydrological modelling tools
Impact Research outputs (conference papers and journal paper under review).
Start Year 2016
 
Description IBM Research Kenya - Financial Data Mapping in East Africa Collaboration 
Organisation IBM
Department IBM Kenya
Country Kenya 
Sector Private 
PI Contribution As part of our Bill and Melinda Gates Foundation project we have started to bring together a diverse range of key network partners. The aim is to facilitate interactions between academics from the disciplines of Sociology, Business, Geography, Behavioural Science and Data Science with commercial and governmental partners from across Eastern, Central and Southern Africa.
Collaborator Contribution IBM Research Africa are a key member of this nascent network (which we are call the 'Akili network'), helping to set the data infrastructure goals and drive a collaborative research agenda between private sector, NGOs and Academic Institutions in DAC countries.
Impact Next in country discussions to occur in Nov 2016, with the aim of first workshops to be held in January 2017.
Start Year 2016
 
Description Ipsos - Financial Data Mapping in East Africa collaboration 
Organisation Ipsos MORI
Country United Kingdom 
Sector Private 
PI Contribution As part of our Bill and Melinda Gates Foundation project we have started to bring together a diverse range of key network partners. The aim is to facilitate interactions between academics from the disciplines of Sociology, Business, Geography, Behavioural Science and Data Science with commercial and governmental partners from across Eastern, Central and Southern Africa.
Collaborator Contribution Ipsos are a supporting member of this nascent network, both in Tanzania and across the region via their global operations, (which we are calling the 'Akili network'), helping to set the data infrastructure goals and drive a collaborative research agenda between private sector, NGOs and Academic Institutions in DAC countries.
Impact Next in country (Tanzania) discussions to occur in Nov 2016, with the aim of first workshops to be held in January 2017. UK collobaration continuing in Oct 2016.
Start Year 2016
 
Description Marks and Spencer 
Organisation Marks and Spencer
Country United Kingdom 
Sector Private 
PI Contribution Initial results in novel predictive methods for predicting return customer visits. Presented them with a new type of customer analysis that identifies consumer trends, and then is able to use expression of those to generate a new form of customer segmentation.
Collaborator Contribution Access to two years worth of data for several million customer store card holders. This data has allowed us to derive valuable behavioural and socio-economic insights. The raw data has huge market value which is problematic to assess.
Impact Smith, G.; Goulding, J; Smith, A., 2016, "Automatic Temporal Retail Segmentation from Big Data", at American Marketing Association Winter Educators' Conference, Las Vegas, USA Feb 2016.
Start Year 2014
 
Description Part time NHS Researcher placement 
Organisation Nottingham University Hospitals NHS Trust
Country United Kingdom 
Sector Public 
PI Contribution Knowledge transfer to NHS researcher.
Collaborator Contribution Researcher time, flexible part-time for one year.
Impact Potential impact of air pollution coverage in the media on respiratory disease admissions, Goulding, J., Tang P-S, Shaw, D., Britsh Thoracic Society Winter Meeting (BTS), December 2015, London.
Start Year 2014
 
Description Partnership with TiGO 
Organisation Tigo
Department MIC Tanzania LTD
Country Tanzania, United Republic of 
Sector Private 
PI Contribution TiGO is one of Tanzania's largest telecom's, with a national reach and strong mobile financial services delivery into poor, rural areas of Tanzania. Our partnership with TiGO focuses around the use and development these Call Data Records (CDR) collected, by the use of TiGO's 9million+ customers. Our contribution to TiGO has been to utilise this data to understand predictive behavioural models of TiGO's customer base. These novel methods can then be used to identify and predict consumer behaviour, such as churn. In addition to this, the policy environment of Tanzania and emerging markets globally with regard to personal transactional data, such as CDR, is little understood. As such, we are supporting TiGO with implementing GSMA (the telecom industry body) guidelines with regard to access to such data.
Collaborator Contribution TiGO have provided access to their transactional data for Tanzania. This is a major leap for a private telecom company and has not happened in Africa previously under normal business circumstances.
Impact Workshops and enhanced access to data.
Start Year 2015
 
Description State University of Zanzibar - Financial Data Mapping in East Africa Collaboration 
Organisation State University of Zanzibar
Country Tanzania, United Republic of 
Sector Academic/University 
PI Contribution As part of our Bill and Melinda Gates Foundation project we have started to bring together a diverse range of key network partners. The aim is to facilitate interactions between academics from the disciplines of Sociology, Business, Geography, Behavioural Science and Data Science with commercial and governmental partners from across Eastern, Central and Southern Africa.
Collaborator Contribution University of Dar es Salaam are a key member of this nascent network (which we are calling the 'Akili network'), helping to set the data infrastructure goals and drive a collaborative research agenda between private sector, NGOs and Academic Institutions in DAC countries.
Impact Next in country discussions to occur in Nov 2016, with the aim of first workshops to be held in January 2017.
Start Year 2016
 
Description Tesco - consumer data 
Organisation Tesco Plc
Country United Kingdom 
Sector Private 
PI Contribution We have secured access to transaction data - this is being used to enhance business performance and to inform lifestyle pattern research.
Collaborator Contribution They have provided in kind support in the form of time, venues etc for meetings and a very large data set underpinned by an NDA.
Impact Data processing. Initial data analysis
Start Year 2016
 
Description The World Bank 
Organisation World Bank Group
Country United States 
Sector Private 
PI Contribution We have helped to inform various initiatives in Tanzania including flood resilience and mapping of slums.
Collaborator Contribution They have provided us with office space and human resources and the use of UAVs for mapping.
Impact Iliffe, M.; Smith, A.; Roadknight, C.; Goulding, J., 2016, "Mobile Money - Towards Understanding Spending Patterns in Emerging Economies", at American Marketing Association Winter Educators' Conference, Las Vegas, USA, Feb 2016.
Start Year 2014
 
Description University of Dar es Salaam - Financial Data Mapping in East Africa Collaboration 
Organisation University of Dar es Salaam
Country Tanzania, United Republic of 
Sector Academic/University 
PI Contribution As part of the our Bill and Melinda Gates Foundation project we have started to bring together a diverse range of key network partners. The aim is to facilitate interactions between academics from the disciplines of Sociology, Business, Geography, Behavioural Science and Data Science with commercial and governmental partners from across Eastern, Central and Southern Africa.
Collaborator Contribution University of Dar es Salaam are a key member of this nascent network (which we are calling the 'Akili network'), helping to set the data infrastructure goals and drive a collaborative research agenda between private sector, NGOs and Academic Institutions in DAC countries.
Impact Next in country discussions to occur in Nov 2016, with the aim of first workshops to be held in January 2017.
Start Year 2016
 
Description Walgreen Alliance Boots 
Organisation Boots UK
Department Customer Insight
Country United Kingdom 
Sector Private 
PI Contribution We have worked with this multinational retailer on various issues. We have helped them enhance customer segmentation and also shared techniques that allow them to increase the efficiency of marketing communications.
Collaborator Contribution WAB have allowed us unprecedented access to ten years worth of loyalty card transaction data for millions of customers. This is very powerful data which provides various insights relevant to health and customer/population behavior in general. The market value of this data is hard to quantify but the raw data would be worth some millions to various public and private sector actors.
Impact Smith, G.; Goulding, J; Smith, A., 6, ';Automatic Temporal Retail Segmentation from Big Data", at American Marketing Association Winter Educators' Conference, Las Vegas, USA Feb 2016.
Start Year 2014
 
Description World Bank - Financial Data Mapping in East Africa Collaboration 
Organisation World Bank Group
Country United States 
Sector Private 
PI Contribution As part of our Bill and Melinda Gates Foundation project we have started to bring together a diverse range of key network partners. The aim is to facilitate interactions between academics from the disciplines of Sociology, Business, Geography, Behavioural Science and Data Science with commercial and governmental partners from across Eastern, Central and Southern Africa.
Collaborator Contribution World Bank are helping to formalize this nascent network (which we are call the 'Akili network'), assisting us in setting the data infrastructure aims and drive a collaborative research agendas in DAC countries.
Impact Next in country discussions to occur in Nov 2016, with the aim of first workshops to be held in January 2017.
Start Year 2016
 
Description 3 day event with company Development Seed at their Lisbon office 
Form Of Engagement Activity Participation in an activity, workshop or similar
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Industry/Business
Results and Impact N/LAB met with company Development Seed in Lisbon, Portugal over 3 days to discuss and develop potential collaboration on projects within Africa. The presentations and meetings resulted in the initial ground work for joint projects which have since been formally developed.
Year(s) Of Engagement Activity 2017
 
Description AMA Conf (Orlando) Florida USA 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Professional Practitioners
Results and Impact Presentation of two papers at American Marketing Association Winter Educators' Conference. The conference is attended by academics and practitioners.
Year(s) Of Engagement Activity 2017
URL https://www.ama.org/events-training/Conferences/Pages/Winter-Marketing-Educators-Conference.aspx
 
Description Africa Open Data Conference, Poster 
Form Of Engagement Activity Participation in an activity, workshop or similar
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Policymakers/politicians
Results and Impact This event on 3rd - 5ht Feb was about what open data can do for Africa and how people are putting it to use. As well as presentations and posters, there were numerous workshops for technologists, government officials, educators and businesses. It was attended by the President of Tanzania, and numerous high ranking government officials, as well as vast numbers of representatives from NGOs such as UNICEF, the Red Cross and the World Bank. We presented a poster on our work, focusing on the collaboration with the World Bank on community/drone mapping efforts in Tanzania and discussing the potential impact with policy and decision makers, as well as local community leaders.
Year(s) Of Engagement Activity 2015
URL http://www.africaopendata.net/
 
Description African Open Data Conference 
Form Of Engagement Activity A formal working group, expert panel or dialogue
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Policymakers/politicians
Results and Impact Organisation of the African Open Data Conference, held in Dar es Salaam, Tanzania on the 2nd to the 5th of September 2015. Organised the Urban Track, focusing on the next generation of research in urban mobility and demographics. Conference ultimately led to endorsement of a nationwide open data policy nationally for Tanzania.
Year(s) Of Engagement Activity 2015
URL http://africaopendata.net
 
Description Boots research presentation 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach National
Primary Audience Industry/Business
Results and Impact Presentation at Boots Headquarters regarding details of research to be deployed for testing nationally. Plans were made with regard to deployment and evaluation.
Year(s) Of Engagement Activity 2015
 
Description Collaboration discussions with Durban University, South Africa. 
Form Of Engagement Activity A formal working group, expert panel or dialogue
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Other audiences
Results and Impact Collaboration discussions with Durban University leading to plans to collaborate.
Year(s) Of Engagement Activity 2016
 
Description Community Mapping for Flood Resilience 
Form Of Engagement Activity Participation in an activity, workshop or similar
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Public/other audiences
Results and Impact Pioneering community mapping across Dar es Salaam, mapping over 1.3 million people in 25 neighborhoods of Dar es Salaam. This is done in collaboration with the World Bank and other international third sector and governmental organisations. The data generated is now being used by the Government of Tanzania to draft and implement community plans to increase resilience to natural hazards such as flooding through mitigation and evacuation plans. This was kicked off on March 23rd 2015 and is currently ongoing through to 2018.

Using Neo-Demographic methods has been instrumental in this effort, allowing new forms of analysis to be developed in mapping areas that have not been mapped previously.
Year(s) Of Engagement Activity 2015,2016
URL http://ramanihuria.org
 
Description Conversation Article: Donate your data - how your digital footprint can be used for the public good 
Form Of Engagement Activity A magazine, newsletter or online publication
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Media (as a channel to the public)
Results and Impact Article in The Conversation: "Donate your data - how your digital footprint can be used for the public good", 50k views.
Year(s) Of Engagement Activity 2015
URL http://theconversation.com/donate-your-data-how-your-digital-footprint-can-be-used-for-the-public-go...
 
Description Current practice and research application discussion with Dairy Farm, HK. 
Form Of Engagement Activity A formal working group, expert panel or dialogue
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Industry/Business
Results and Impact Discussion of current practices, potential knowledge transfer and research opportunities within Dairy Farm. Discussion of potential application of current and future research, leading to agreements on data sharing.
Year(s) Of Engagement Activity 2015
 
Description Discussions at Experian, HK 
Form Of Engagement Activity A formal working group, expert panel or dialogue
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Industry/Business
Results and Impact Discussion of current approaches, particularly within Asia. Discussed potential research collaboration and knowledge transfer.
Year(s) Of Engagement Activity 2014
 
Description Discussions at Hong Kong University 
Form Of Engagement Activity A formal working group, expert panel or dialogue
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Other audiences
Results and Impact Discussions with Hong Kong University regarding demographics, potential data sources and collaborations in Asia.
Year(s) Of Engagement Activity 2014
 
Description Discussions with Jumo, South Africa 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach National
Primary Audience Industry/Business
Results and Impact Discussions with Jumo (https://www.jumo.world/) a South Africa based mobile payments startup regarding the potential for adding value to their data and exploring how it can be used for social good.
Year(s) Of Engagement Activity 2016
 
Description Discussions with Zoona 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Industry/Business
Results and Impact Discussions with Zoona on how to derive novel neo-demographic insights from mobile phone data. Agreement in principle reached to built avenues of collaboration.
Year(s) Of Engagement Activity 2016
 
Description Discussions with company Strategic Impact Advisors, USA 
Form Of Engagement Activity A formal working group, expert panel or dialogue
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Industry/Business
Results and Impact Discussions with company vice-president with respect to research applications and possible future grant collaborations.
Year(s) Of Engagement Activity 2016
 
Description Discussions with the World Bank 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Policymakers/politicians
Results and Impact Numerous presentations and discussions with various sectors of the World Bank Group, including the Global Facility for Disaster Reduction and Recovery, the Transport and ICT Global Practice, the Social, Urban, Rural and Resilience Global Practice and the Learning, Leadership and Innovation unit. These discussions revolved round the use of novel datasets for supporting international development activities.
Year(s) Of Engagement Activity 2014,2015,2016
 
Description Dunnhumby Presentation, Sutton Bonnington Campus 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach National
Primary Audience Industry/Business
Results and Impact Presentation of the project work done on human behavioural analysis, to Dunnhumby (team led by Rosie Prior).
Year(s) Of Engagement Activity 2015
 
Description EMG for Navigation Workshop 
Form Of Engagement Activity Participation in an activity, workshop or similar
Part Of Official Scheme? No
Geographic Reach National
Primary Audience Industry/Business
Results and Impact Workshop on the future of EMG technology for navigation, with attendance from both the University, Red Scientific and DSL. Work undertaken within the project was disseminated to these entities.
Year(s) Of Engagement Activity 2016
 
Description IPSOS meeting 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach National
Primary Audience Industry/Business
Results and Impact A meeting with the Head of Global Research for IPSOS to showcase the project and outcomes and ongoing work.
Year(s) Of Engagement Activity 2016
 
Description Inception workshop with the Zanzibar Road Fund Board (ZRFB) 
Form Of Engagement Activity Participation in an activity, workshop or similar
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Policymakers/politicians
Results and Impact The Dr Bertrand Perrat and Dr Mark Iliffe undertook an inception workshop with the Zanzibar Road Fund Board (ZRFB) for the Automated Road Quality Survey project. A narrative of the project so far was presented, accompanied by much of the initial analyses to set the scene for stakeholders. In addition, presentations included a brief introduction to machine learning, with potential applications discussed in order to provide further context to attendees. After this round of presentations, the ZRFB formally provided assent for the project. Further requests were made to the project to support the survey and mapping of Pemba. This has been noted for future exploration.
Year(s) Of Engagement Activity 2017
 
Description Industrial Presentations, Tigo, Tanzania 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach National
Primary Audience Industry/Business
Results and Impact A presentation on 30th November on the human behavioural prediction techniques we wished to partner with TiGo on, followed by regular bi-monthly updates on skype, leading to a formal presentation on 2nd Sept 2015 for the project work we done analysing CDR data in Tanzania. This presentation focussed on our work aimed at producing social benefit for the region through mobility maps, especially on the case-study city of Dar es Salaam. In addition we presented advances that the project has made on human behavioural prediction, (focusing on the application to consumer churn).
Year(s) Of Engagement Activity 2014,2015
 
Description International Forum on Navigation and Technology (Shanghai) Presentation 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Policymakers/politicians
Results and Impact Talk at the NaviForum Shanghai, Nov 3rd 2014 about EPSRC neo-demographics, given the projects link to China. The forum featured presentations, round-table discussion with government officials, experts from the Beidou, GPS and industry from both China and abroad (Chiense government officials from the National Development and Reform Commission, the Ministry of Industry and Information Technology, the Ministry of Science and Technology, and the Administrations for the Construction and Application of the Beidou System).
Year(s) Of Engagement Activity 2014
URL http://www.insidegnss.com/node/4172
 
Description JUMO meeting South Africa 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Industry/Business
Results and Impact A meeting with JUMO re data access (financial mobile payment data.
Year(s) Of Engagement Activity 2016
 
Description Low Voltage Energy Workshop, Oxford 
Form Of Engagement Activity Participation in an activity, workshop or similar
Part Of Official Scheme? No
Geographic Reach National
Primary Audience Industry/Business
Results and Impact Workshop on research being undertaken in time series analysis, with a focus on energy signals. Research dissemination between multiple universities and energy companies. Discussion of future work.
Year(s) Of Engagement Activity 2014
 
Description Media coverage on ITV news - 15th March 2018 
Form Of Engagement Activity A broadcast e.g. TV/radio/film/podcast (other than news/press)
Part Of Official Scheme? No
Geographic Reach National
Primary Audience Media (as a channel to the public)
Results and Impact ITV news came to film ourselves, the lab and the work we are doing in East Africa, interviewing on how novel data streams can be used to address poverty, vulnerability and modern slavery. This was the basis for a long piece broadcast on ITV (6pm 15th March 2018).
Year(s) Of Engagement Activity 2018
 
Description Meetings with RGoZ Department of Roads 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Professional Practitioners
Results and Impact This meeting was focused around the sensitisation of a proposed project on automatically measuring road quality from aerial imagery and to gain approval to conduct a pilot in Zanzibar. Its outcome led to the preliminary approval for the project, on the basis of DfID communicating the project's intention and outcomes to the Permanent Secretary of the Ministry of Infrastructure and Communications. This followed the protocol of engagement with the RGoZ and was subsequently achieved. The meeting also resulted in increased engagement with DoR, with the DoR agreeing to actively collaborate on the road survey to dually achieve a traditional road quality survey under DoR official protocols and quality control.
Year(s) Of Engagement Activity 2017
 
Description N/LAB Blog and Project Website 
Form Of Engagement Activity Engagement focused website, blog or social media channel
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Other audiences
Results and Impact Website for blog posts aimed at a wide-ranging audience as defined below.
Year(s) Of Engagement Activity 2016,2017,2018
URL https://neodem.wp.horizon.ac.uk
 
Description Neodemographics Workshop w/ Industry 
Form Of Engagement Activity Participation in an activity, workshop or similar
Part Of Official Scheme? No
Geographic Reach National
Primary Audience Industry/Business
Results and Impact This workshop on 17 August 2015 was setup as part of EPSRC Neodemographics project schedule, but incorporated expertise and participants from Horizon Digital Economy Research. The main aim was to both incorporate Industry expertise and best practice, while also disseminating the project's reserach outputs to a real-world audience of practitioners. External attendees included 8 members of Walgreens Boots Alliance. The day was split into 6 presentations in the morning, followed by brainstorming and analysis events in the afternoon. As a consequence of this workshop, and our work, Boots are integrating some of the research output into the New Product Introduction workflows.
Year(s) Of Engagement Activity 2015
 
Description Presentation at China Mobile 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Industry/Business
Results and Impact Presentation of the project's current research, goal and opportunities to a cross section of China Mobile employees. Discussions of research, collaborations and data sharing.
Year(s) Of Engagement Activity 2014
 
Description Presentation at China Telecom 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Industry/Business
Results and Impact Presentation of the project's current research, goal and opportunities to a cross section of China Telecom employees. Discussions of research, collaborations and data sharing.
Year(s) Of Engagement Activity 2014
 
Description Presentation at Digi (Malaysia) 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Industry/Business
Results and Impact Presentation of the project's current research, goal and opportunities. Discussions of research, collaborations and data sharing.
Year(s) Of Engagement Activity 2014
 
Description Presentation at Horizon All Hands Conference 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach National
Primary Audience Other audiences
Results and Impact Presentation of work, including both formal and informal discussion and questions, at the Horizon All Hands Conference aimed at disseminated research to students and collaborators (both from other universities and in industry) primarily within the larger group of Horizon Digital Economy partners and the associated doctoral training centre.
Year(s) Of Engagement Activity 2014
 
Description Presentation at Marks & Spencer 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach National
Primary Audience Industry/Business
Results and Impact Presentation of preliminary research results and discussion and agreement on future work.
Year(s) Of Engagement Activity 2014
 
Description Presentation to School of International and Public Affairs, Columbia University 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Third sector organisations
Results and Impact Invited presentation at Columbia University's School of International and Public Affairs regarding how to link policy development and novel mapping methods and techniques in emerging nations.
Year(s) Of Engagement Activity 2016
 
Description Presentation to the Red Cross, Washington USA 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Policymakers/politicians
Results and Impact Presentation of research and discussion of future engagement activities which are ongoing.
Year(s) Of Engagement Activity 2016
 
Description Presentation, Boots Lunch & Learn 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach Local
Primary Audience Industry/Business
Results and Impact Invited presentation to the larger Boots employee base at Boots Head Office as part of their "Lunch and Learn" presentation series. Focused on both disseminated work being done as part of the project in collaboration with Boots and general opportunities for knowledge transfer.
Year(s) Of Engagement Activity 2015
 
Description Presentation, Horizon Exploring and Exploiting Data Workshop 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach National
Primary Audience Other audiences
Results and Impact Presentation of the project's research within the Horizon run workshop: Exploring and Exploiting Data Workshop. Informed discussion of possible future research in subsequent sessions.
Year(s) Of Engagement Activity 2015
 
Description Presentations and Demo, RCUK Connected Nation (Digital Economy Research Showcase ) 
Form Of Engagement Activity Participation in an activity, workshop or similar
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Policymakers/politicians
Results and Impact EPSRC, AHRC and ESRC have collaboratively supported research and skills to realise the transformational impact of the internet, digital technologies and data on pressing challenges for the UK including social inclusion, the rural economy, personal data, security and health. The EPSRC neodemographics project was selected to present at the "Connected Nation: Thriving in a Digital World" event aimed to showcase this work, which focussed on long term investment in the Digital Economy and ICT, to an invited audience of influential policymakers, businesses and third sector leaders at The British Library on Tuesday 08 December 2016.
Year(s) Of Engagement Activity 2015
URL https://www.epsrc.ac.uk/newsevents/events/connectednation/
 
Description Research Consortium Meeting - SAC 
Form Of Engagement Activity A formal working group, expert panel or dialogue
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Professional Practitioners
Results and Impact Various potential research partners met in order to explore ways of working collaboratively including N-LAB, Satellite Applications Catapult, World Bank, Sterling GEO. Clear areas of mutual interest were identified and potential sources of funding were identified.
Year(s) Of Engagement Activity 2017
 
Description Research partnership discussions with IBM, Kenya. 
Form Of Engagement Activity A formal working group, expert panel or dialogue
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Industry/Business
Results and Impact Discussions about research collaborations with IBM's research Africa resulting in follow up with regard to specific project involvement.
Year(s) Of Engagement Activity 2016
 
Description Research partnership discussions with Ipsos Mori 
Form Of Engagement Activity A formal working group, expert panel or dialogue
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Industry/Business
Results and Impact Discussions of research applications and collaboration, including data provision.
Year(s) Of Engagement Activity 2016
 
Description Satellite Applications Catapult Policy Seminar 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach National
Primary Audience Professional Practitioners
Results and Impact Work form the project was presented in order to foster future research links and data access.
Year(s) Of Engagement Activity 2016
 
Description Tesco Presentation, Head Office, Welwyn Garden City 
Form Of Engagement Activity Participation in an activity, workshop or similar
Part Of Official Scheme? No
Geographic Reach Regional
Primary Audience Industry/Business
Results and Impact As part of ongoing efforts to see the research impact on UK business practice, on 30 July 2015 we presented our research work in human behavioural analysis to Tesco PLC, at their head office, Welwyn Garden City, London. As a result of this engagement Tesco are now signing collaborative NDAs in order to continue ongoing work and a data sharing partnership, to support the research platform being generated.
Year(s) Of Engagement Activity 2015
 
Description Tesco workshop 
Form Of Engagement Activity Participation in an activity, workshop or similar
Part Of Official Scheme? No
Geographic Reach National
Primary Audience Industry/Business
Results and Impact A meeting and workshop to secure data access from Tesco and exhibit techniques.
Year(s) Of Engagement Activity 2016
 
Description Third High Level Forum on UN Global Geospatial Information Management 
Form Of Engagement Activity A formal working group, expert panel or dialogue
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Policymakers/politicians
Results and Impact The Third High Level Forum on UN Global Geospatial Information Management addressed the role of geospatial information in the post-2015 development agenda, and current critical sustainable development matters such as: mitigating and managing climate change and disasters; sustainable cities and human settlements; science, technology, and innovation to measure and monitor progress; and working together across borders and regions. The engagement activity informed the development of the 2014 UN GGIM Beijing Declaration on Geospatial Data. It was convened at the Chinese National Administration of Surveying, Mapping and Geoinformation, by the United Nations Committee of Experts on Global Geospatial Information Management.
Year(s) Of Engagement Activity 2014
URL http://ggim.un.org/3rd%20HLF.html
 
Description Tigo follow-up 
Form Of Engagement Activity Participation in an activity, workshop or similar
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Industry/Business
Results and Impact A meeting and workshop to secure continued data access from Tigo mobile Tanzania and exhibit techniques and offer knowledge transfer opportunities.
Year(s) Of Engagement Activity 2016
 
Description Understanding Risk 
Form Of Engagement Activity A formal working group, expert panel or dialogue
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Policymakers/politicians
Results and Impact Organised panel on novel data at the Understanding Risk and Financing conference, in Addis Ababa. Understanding Risk is a platform for African policy makers to meet and discuss effective strategies and approaches for quantifying and managing financial risk at a regional, national, and local levels, including those associated with natural hazards and climate change. The conference is convened by the Global Facility for Disaster Risk and Reconstruction, the World Bank, the AUC, the EU and the Government of Ethiopia, attracted 450 participants and a wide range of African partners including African Development Bank, Addis Ababa University, African Risk Capacity, along with 20 additional organizations, including private sector firms and insurance companies.
Year(s) Of Engagement Activity 2015
 
Description Volcrowe (NEMinDE Workshop) Presentation 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach National
Primary Audience Professional Practitioners
Results and Impact An invited presentation on 22nd April at the VOLCROWE event - a NEMinDE workshop, featuring both industry practitioners and the research community from various NEMinDE funded projects. Here we presented our behavioural analysis work from both in the UK and Africa.
Year(s) Of Engagement Activity 2015
URL http://www.nemode.ac.uk/?page_id=1300
 
Description Warwick University Seminar 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach Regional
Primary Audience Postgraduate students
Results and Impact Research seminar and workshop showcasing the range of work undertaken during the project.
Year(s) Of Engagement Activity 2017
 
Description Workshop with Freedom Fund - 5th Feb 2018 
Form Of Engagement Activity Participation in an activity, workshop or similar
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Third sector organisations
Results and Impact During the project we have been able to examine many factors of economic vulnerability in East Africa. This has led to much interest in the work in Anti-slavery organisations, where such vulnerability plays an important role in human trafficking and debt bondage slavery. As a consequence we were invited to present at a workshop with the Freedom Fund, the UK's largest slavery NGO with an extremely large international reach.
Year(s) Of Engagement Activity 2018
URL http://freedomfund.org/
 
Description Workshop, NHS England, Leeds 
Form Of Engagement Activity Participation in an activity, workshop or similar
Part Of Official Scheme? No
Geographic Reach National
Primary Audience Other audiences
Results and Impact Knowledge transfer to analysts working at NHS England.
Year(s) Of Engagement Activity 2016
 
Description York Uni Research seminar 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach Regional
Primary Audience Professional Practitioners
Results and Impact Stimulated questions and debate.

Talk led industry interest in collaboration
Year(s) Of Engagement Activity 2014