Royal Liver launch demographics service in Ireland

After using Prospex as a business planning tool to analyse the Republic of Ireland market, Royal Liver Assurance have now launched their geodemographics services in Ireland. Users of Prospex in the UK since 1993, Royal Liver approached Beacon Dodsworth regarding an Irish system. Unable to find a ready made Irish GIS, Royal Liver asked Beacon Dodsworth to develop one.

Royal Liver's Republic of Ireland launch was a two day event in Dublin and Cork. The geodemographic service was launched to all senior sales managers from the organisation's 23 district offices.

Presentations were made explaining the development of the service and the Prospex system and on the theory of geodemographics. Examples of the service's use were shown. This included an evaluation of market potential in Dublin via an analysis of the working female population in a selected area. The launch and presentations were well received and there was excellent feedback from attendees that the service will be very useful in aiding the field operation in the future.

Commenting on Prospex and the Irish system Lesley Strettle, Information Assistant at Royal Liver, said

"This system is an additional and most welcome aid to developing new business leads, it also has enormous benefits for strategic and tactical marketing activities in the Republic of Ireland"

Andrew Sharp, Royal Liver's ex Market Information Manager added:

"The Prospex system developed with assistance from Royal Liver has significantly helped to provide the organisation with a competitive edge to the sales and marketing activities of our Irish salesforce"