Beyond the strictly orthodox/mainstream divide: Applying geodemographic analysis to a small nationwide sub-population

• Develops a methodology to overcome weaknesses in established clustering/geodemographic techniques
• Describes a geodemographic assessment of a minority sub-population within a national census
• Identifies both heterogeneity and spatial clustering amongst main stream Anglo-Jewry
• Demonstrates a successful approach to geodemographic classification which could be applied to other minority groups

The use of geodemographic analysis has a long history, arguably stretching back to Charles Booth's Descriptive Map of London's Poverty, produced in 1886 and the published classification of areas has invariably been based on all residents. The work described in this paper, however, is novel in the use of geodemographic analysis to focus on a single minority group within a national census. This paper describes the development of a methodology which allows geodemographic analysis to be applied to unevenly distributed minority sub-populations, overcoming two particular issues: finding a suitable geographic base to ensure data reliability; and developing a methodology to avoid known weaknesses in certain clustering techniques, specifically distortion caused by outlier cases and generation of sub-optimal local minimum solutions. The approach, which includes a visual element to final classification selection, has then been applied to establish the degree to which the Jewish population in an area is similar in character to, or differs from, Jews living in other areas of England and Wales, using data from the 2011 census. That group has been selected because of the maturity of its presence in Britain — study of this group may point the way for examination of other, more recently arrived, sub-populations. Previous studies have generally assumed homogeneity amongst ‘mainstream’ Jews and have not considered spatial variation, separating out only strictly orthodox enclaves. This paper demonstrates that there are indeed distinct socio-economic and demographic differences between Jewish groups in different areas, not fully attributable to the underlying mainstream social geography, whilst also identifying a strong degree of spatial clustering; it also establishes the practicality of applying geodemographic analysis to minority groups.