GeoBase™ has been built using DirecTarget® and with GeoBase™ it is now possible to determine the distribution or density of ethnicities in a region based on postcode, municipality and micro-geographies.

Each day our world becomes more diverse as immigration and natural population growth results in an increasingly multi-cultural community. Understanding not only product and service preferences, but how consumers prefer to communicate –in which language- is essential to developing long and fruitful relationships. The clear majority of population growth in Europe is from cultural groups not previously considered mainstream. Now, the minority has become the majority in more and more communities. It makes business sense to be able to identify, segment and predict consumer behavior in order to increase consumer satisfaction and realize business potential.