{"id":668,"date":"2010-03-05T13:29:24","date_gmt":"2010-03-05T12:29:24","guid":{"rendered":"http:\/\/blog.marosh.cz\/?p=668"},"modified":"2010-03-05T13:29:24","modified_gmt":"2010-03-05T12:29:24","slug":"jsi-to-kde-bydlis","status":"publish","type":"post","link":"http:\/\/blog.marosh.cz\/index.php\/2010\/03\/05\/jsi-to-kde-bydlis\/","title":{"rendered":"Jsi to, kde bydl\u00ed\u0161"},"content":{"rendered":"

P\u0159esn\u011b tak. Zapome\u0148te na \u201e\u0161aty d\u011blaj \u010dlov\u011bka\u201c, zapome\u0148te na \u201ejste to co j\u00edte\u201c. To bych musel b\u00fdt telec\u00ed sv\u00ed\u010dkov\u00e1 v krust\u011b z \u010dern\u00fdch lan\u00fd\u017eu s bramborov\u00fdm pyr\u00e9 a konfitovanou \u010dervenou cibulkou (va\u0159\u00edm si s\u00e1m, tak je to b\u00edda) … a to samoz\u0159ejm\u011b nejsem. Je tady v\u0161ak jedna v\u011bc, kter\u00e1 o m\u011b vypov\u00edd\u00e1 v\u00edc ne\u017e bych cht\u011bl. M\u016fj \u201epostcode\u201c alias PS\u010c. Ten anglick\u00fd.<\/p>\n

Toti\u017e ve Velk\u00e9 Brit\u00e1nii maj\u00ed \u00fapln\u011b jin\u00fd syst\u00e9m ne\u017e v \u010cR (wiki napov\u00ed<\/a>)\u00a0 a jedno konkr\u00e9tn\u00ed PS\u010c obsahuje v pr\u016fm\u011bru pouze 14 dom\u016f. To je z\u00e1klad cel\u00e9ho z\u00e1zraku, proto\u017ee m\u00edt rozsekanou populaci na pom\u011brn\u011b nem\u011bnn\u00e9 celky, ke kter\u00fdm si \u010dlov\u011bk m\u016f\u017ee p\u0159i\u0159adit dal\u0161\u00ed data, to je sen ka\u017ed\u00e9ho market\u00e9ra. A v UK to je realita – Richard Webber, p\u016fsob\u00edc\u00ed v lond\u00fdnsk\u00e9m \u201eCentre for Environmental Studies\u201c (jak\u00e1si neziskovka), zpracov\u00e1val p\u0159ed t\u0159iceti lety projekt na pomoc chud\u00fdm \u010dtvrt\u00edm a kdy\u017e p\u0159id\u00e1val k jednotliv\u00fdm PS\u010c dodate\u010dn\u00e9 \u00fadaje (ze s\u010d\u00edt\u00e1n\u00ed lidu, rozsudky, registr dlu\u017en\u00edk\u016f, evidovan\u00e9 automobily, cokoliv…) a uv\u011bdomil si, co vlastn\u011b d\u011bl\u00e1, tak seknul s neziskovkou a p\u0159e\u0161el k marketingu. Nejd\u0159\u00edv vyvinul ACORN<\/a> pro CACI Ltd a o p\u00e1r let pozd\u011bji hodn\u011b podobn\u00fd MOSAIC<\/a> pro Experian. Nejen, \u017ee se z neziskovky dostal asi pom\u011brn\u011b do zisku (\u017ee jsou oba n\u00e1stroje velice vyu\u017e\u00edvan\u00e9 asi nen\u00ed t\u0159eba dod\u00e1vat), ale z\u00e1rove\u0148 projevil i pom\u011brnou d\u00e1vku kreativity. Proto\u017ee ty n\u00e1zvy kategorii v obou syst\u00e9mech v\u00e1\u017en\u011b stoj\u00ed za to – White Van Culture (lid\u00e9 co \u017eij\u00ed na p\u0159edm\u011bst\u00ed a maj\u00ed p\u0159ed domkem zaparkovanou b\u00edlou dod\u00e1vku), High-rise Hardship (lid\u00e9 z panel\u00e1k\u016f) nebo t\u0159eba Sepia Memories (d\u016fchodci co \u017eij\u00ed z vybledl\u00fdch fotek a vzpom\u00ednaj\u00ed jak bylo). V\u0161ichni jsou p\u011bkn\u011b roz\u0161katulkovan\u00ed na z\u00e1klad\u011b jejich pr\u00e1ce, p\u0159\u00edjm\u016f, z\u00e1jm\u016f, \u00fasp\u011bch\u016f jejich d\u011bt\u00ed ve \u0161kole, v\u0161eho.<\/p>\n

Te\u010f samoz\u0159ejm\u011b \u010dl\u00e1nek co jsme dostali zpracovat to cel\u00e9 hrozn\u011b odsuzuje, plete do toho Marxe, Webera, Bourdieho a j\u00e1 nev\u00edm koho je\u0161t\u011b a zab\u00fdv\u00e1 se ot\u00e1zkami jestli je mo\u017en\u00e9 odd\u011blit na\u0161\u00ed t\u0159\u00eddu od m\u00edsta kde bydl\u00edme, jestli budeme na\u00a0 z\u00e1klad\u011b t\u011bchto geodemografick\u00fdch dat v\u00a0budoucnu (\u010di snad ji\u017e dnes) zv\u00fdhod\u0148ov\u00e1ni a znev\u00fdhod\u0148ov\u00e1ni, atd… tak jsem zv\u011bdavej na m\u016fj v\u00fdsledek, jeliko\u017e jsem svoji esej na tohle t\u00e9ma v\u011bnoval adoraci samotn\u00e9 my\u0161lenky a technologick\u00e9ho proveden\u00ed a vyzvdihoval to z\u00a0marketingov\u00e9 hlediska. L\u00edp ne\u017e na C\u010dko to t\u00edm p\u00e1dem nevid\u00edm. \ud83d\ude42<\/p>\n

P.S. N\u011bjak\u00e9 obr\u00e1zky z MOSAIC n\u00e1sleduj\u00ed. Cht\u011bl jsem sem d\u00e1t popis, kter7 to vyhod\u00ed na na\u0161\u00ed ulici a n\u011bjak\u00e9 obr\u00e1zky z n\u00ed, ale t\u0159eba p\u0159\u00ed\u0161t\u00ed t\u00fdden\u2026 a\u0165 se taky mate na co t\u011b\u0161it.
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\"corporate<\/a>
Corporate chieftain (=korpora\u010dn\u00ed n\u00e1\u010deln\u00edk)... jezd\u00ed v M5, hraje golf a \u010dte Times (kupodivne ne FT?). \ud83d\ude42<\/figcaption><\/figure>
\n
\n
\"corporate_chieftain_details\"<\/a>
A tady n\u011bjak\u00e9 detaily... priv\u00e1tn\u00ed l\u00e9ka\u0159sk\u00e1 p\u00e9\u010de, atd.<\/figcaption><\/figure>
\n
\n
\"white_van_culture\"<\/a>
A pro porovn\u00e1n\u00ed "kultura b\u00edl\u00fdch dod\u00e1vek"... vl\u00e1dne The Sun, reality TV a ani ASBO (anti-social behaviour) tu nen\u00ed velk\u00e1 nezn\u00e1m\u00e1.<\/figcaption><\/figure><\/p>\n","protected":false},"excerpt":{"rendered":"

P\u0159esn\u011b tak. Zapome\u0148te na \u201e\u0161aty d\u011blaj \u010dlov\u011bka\u201c, zapome\u0148te na \u201ejste to co j\u00edte\u201c. To bych musel b\u00fdt telec\u00ed sv\u00ed\u010dkov\u00e1 v krust\u011b z \u010dern\u00fdch lan\u00fd\u017eu s bramborov\u00fdm pyr\u00e9 a konfitovanou \u010dervenou cibulkou (va\u0159\u00edm si s\u00e1m, tak je to b\u00edda) … a to samoz\u0159ejm\u011b nejsem. Je tady v\u0161ak jedna v\u011bc, kter\u00e1 o m\u011b vypov\u00edd\u00e1 v\u00edc ne\u017e bych […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[8,5],"tags":[12,216,265,374,375],"_links":{"self":[{"href":"http:\/\/blog.marosh.cz\/index.php\/wp-json\/wp\/v2\/posts\/668"}],"collection":[{"href":"http:\/\/blog.marosh.cz\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/blog.marosh.cz\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/blog.marosh.cz\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/blog.marosh.cz\/index.php\/wp-json\/wp\/v2\/comments?post=668"}],"version-history":[{"count":0,"href":"http:\/\/blog.marosh.cz\/index.php\/wp-json\/wp\/v2\/posts\/668\/revisions"}],"wp:attachment":[{"href":"http:\/\/blog.marosh.cz\/index.php\/wp-json\/wp\/v2\/media?parent=668"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/blog.marosh.cz\/index.php\/wp-json\/wp\/v2\/categories?post=668"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/blog.marosh.cz\/index.php\/wp-json\/wp\/v2\/tags?post=668"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}