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About us.

Home: Welcome
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Our history.

Edge Analytics was founded in 2005, bringing years of location planning expertise to the demographic forecasting industry.

 

We have a combined 150 years of experience in demographic modelling, working with a range of academic, local government, and blue-chip organisations, who depend on the wealth of knowledge our team brings to every project.

 

This trust, combined with our personable approach and willingness to go the extra mile, sets our business apart.

Our methodology.

Our strength lies in our two most important assets: our team of academics, analysts and modelling experts, and our data models we have continually refined over the years.

 

We have built a suite of proprietary forecasting models based on the industry-standard cohort component method. This method represents best practices: projections are generated by applying assumptions on the key components of population change (births, deaths, and migration) to each birth cohort. This enables us to produce the most rigorous, multifaceted forecasts possible, and it is the reason that our clients choose us to provide critical strategic insights for their business.

Housing-led
insights.

UK housing plan data forms a critical input for our forecasts. The dataset provides accurate intelligence on how demand for services and infrastructure is likely to change based on approved plans for new housing; however, it is complex and derives from multiple sources, so requires expert research analysts to bring it together in a meaningful way. This is a crucial factor in population change projections within geographies of interest.

Micro and macro-level outputs.

Edge Analytics has the capacity and flexibility to provide macro- and micro-level forecasting for pinpoint analytical accuracy. Bespoke boundaries can be drawn for precise analysis, and projections can be provided at the district, lower district and LSOA (lower layer super output) level, depending on the requirements of the project. 

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Questions we can
answer.

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How will changing demographics impact our towns, cities and communities in the future?

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Where is more housing required? What kind of housing will be required for future communities?

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How will transient populations impact demand for our products, services or utilities?

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Where will additional Alternative Provision (AP) and Special Educational Needs (SEN) funding be required in the future?

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Where should we focus expansion or rationalisation efforts?

Our clients.

Part of the LDC Group.

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Local Data Company

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Edge Analytics

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OnSite Research

The Local Data Company is the UK’s most accurate provider of retail and leisure location data. Our team of field researchers physically survey over 700k units each year to collect vital information on how the UK’s store network is evolving. This proprietary database is updated every day, so we can be confident that our insights are the most accurate and up to date on the market. Insights are delivered via a range of products and services, from our online insights platform to raw data exports and strategic consultancy.

Edge Analytics is a demographic profiling and forecasting business which uses complex data modelling and proprietary tools to provide evidence for strategic planning teams. Our team of sector experts provide robust forecasts of population numbers and characteristics on a macro and micro scale across a range of sectors.

On-Site Research is LDC’s in-store insights proposition. Each day, our team of 200 field researchers collect in-store data on pricing, promotions and availability of products as well as qualitative data for bespoke projects. As part of the On-Site Research proposition, we collect thousands of price points each week, all verified with the same diligence of our core store location datasets.

Our people.

Richard Culf

Richard Culf

Chief Data Scientist

Richard is the Chief Data Scientist at Edge Analytics. He is an expert in the design, implementation and commercial deployment of complex spatial modelling techniques. Graduating in 1989 with a first-class degree in Quantitative Geography from the University of Leeds, Richard has over 30 years’ experience in the development of mathematical and statistical models to support planning and policy development, both in the UK and internationally. Using a combination of modelling, software and database expertise, Richard’s portfolio of spatial modelling technologies includes demographic forecasting methods, real-time optimisation heuristics, synthetic data estimation and spatial interaction models. He has also developed innovative micro-level data intelligence products and segmentation systems.
Andrew Fowler

Andrew Fowler

Business Development Director

Andrew is Business Development Director at Edge Analytics. He has a Master’s degree in GIS for Business and Service Planning from the University of Leeds. At Edge Analytics, Andrew has responsibility for all business development and customer support activities, for our partners, our public sector clients, and our commercial customers. Andrew has a long history in the data and analytics industry, having worked for EuroDirect, Callcredit and GMAP Ltd in the consumer intelligence business. His client experience encompassed a range of public and private sector organisations, including the Post Office, Royal Mail, NS&I, Scottish Power, and Eon. As a Director of GMAP Ltd, Andrew had responsibility for its analytical products and services, supporting business processes and organisational planning for retail and distribution companies.
Sugárka Soós

Sugárka Soós

Junior Information Analyst

Sugárka joined Edge Analytics in August 2022 as a Junior Information Analyst. During her BSc degree in Industrial Product Design Engineering at the Óbuda University in Budapest, Hungary, Sugárka specialised in textile and interior design, developing her visual communication, project management, and analytical skillsets. At Edge Analytics, Sugárka applies her expertise in data management and keen interest in data science to the Consilium database, working closely with the team maintaining and updating key housing plan datasets.
Dr Rebecca Hughes

Dr Rebecca Hughes

Head of Pupil Projections

Rebecca is responsible for Edge Analytics’ edge-ucate suite of projects, including mainstream school forecasting, special educational needs and disability (SEN) forecasting, and pupil housing yield analytics. Rebecca has worked extensively with education-sector clients across the UK, delivering these bespoke edge-ucate products and services. She has also been responsible for the development of Edge Analytics’ ‘hidden and transient’ model, quantifying populations excluded from published ONS statistics. Rebecca joined Edge Analytics in December 2012 after completing her PhD at the School of Geography, University of Leeds. Rebecca has expertise in spatial analysis, retail geography and geodemographics, having also completed an MSc in GIS for Business and Service Planning at the University of Leeds
Lauren Batchelor

Lauren Batchelor

Head of Insight

Lauren is Head of Insight, working alongside the sales team to identify the best analytical methods and approaches to meet client’s requirements. Lauren also leads the edge-ucate team, with her primary focus being the development and delivery of edge-ucate projects to education-sector clients and the delivery of demographic forecasting projects to local authorities. Lauren joined Edge Analytics in 2018 following the completion of her first-class degree in Human Geography at the University of Leeds, where she specialised in service analysis and planning. Lauren previously worked at Edge Analytics in 2016 during her year-in-industry placement, where her responsibilities included a year-long trial of domestic water efficiency devices in collaboration with Yorkshire Water.
Kate Fewster

Kate Fewster

Data Researcher

Kate joined Edge Analytics in October 2023 as a Data Researcher, working within the Consilium team to collate and process Local Plan housing evidence. Kate also provides support with the delivery of housing plan evidence to a range of clients in the retail sector and water industry.  Kate brings almost two decades of experience, predominantly within the mortgage and water industries. Prior to working for six years as a Mortgage Assessor for Halifax PLC, Kate worked for Carlsberg UK in the assessment of festival accounts across the UK. More recently, within the water industry, Kate has been responsible for researching and compiling legally sound ombudsman reports. Originally from York, Kate holds a 2-1 degree in Sociology/Social Policy from The University of Sheffield.
Martyna Jasinska

Martyna Jasinska

Operations Director & Head of Demographic Forecasting

As Operations Director, Martyna is responsible for the overall management of the Edge Analytics team, ensuring the timely and efficient delivery of all projects. Martyna joined Edge Analytics in 2011 whilst completing her degree in Human Geography at the University of Leeds.   As Head of Demographic Forecasting, Martyna has extensive experience of the development and delivery of demographic products and services to public and private sector organisations, including managing the development of projects in the Utilities sector. Most recently, Martyna has overseen the development of our VICUS forecasting technology.
Freya McCauley

Freya McCauley

Junior Project Manager

Freya joined Edge Analytics in October 2020 as a Research Analyst, whilst undertaking the final year of her Mathematics degree at the University of Leeds. Following completion of her degree, Freya began working full-time as an Information Analyst where she is responsible for the development and maintenance of the Consilium database, collating evidence from UK local authorities, managing the processing and quality of Local Plan housing evidence for macro and micro geographies, delivering the product through quarterly updates. In January 2023, Freya was promoted to Junior Project Manager and is responsible for the delivery of Consilium projects and data to a range of clients.
Dr Kate Staines

Dr Kate Staines

Head of Housing Analytics

Kate is Head of Housing Analytics at Edge Analytics. Since joining Edge Analytics in 2012, Kate has been responsible for the delivery of a wide range of projects to local government, the water industry and energy companies. Kate has overseen the development of Edge Analytics’ Consilium Local Plan Housing database, and the DOMUS Housing Needs Toolkit. She manages the team responsible for the delivery of Consilium and DOMUS projects, providing macro- and micro-level housing growth data for local planning authorities across the UK, evidence to inform housing needs assessments, and bespoke demographic forecasting evidence. Kate studied for her BSc and MSc in Physical Geography at Durham University and joined Edge Analytics following completion of her PhD at the University of Leeds.
Anna Rogers

Anna Rogers

Junior Information Analyst

Anna joined Edge Analytics in October 2022 as a Junior Information Analyst within the edge-ucate Team. Anna applies her analytical expertise to support the development and delivery of demographic products and services in the public sector, working with local authorities across the UK. Her primary focus is within the education-sector, supporting the delivery of edge-ucate products, including edge-ucate Mainstream and edge-ucate SEN. In 2019, Anna completed her BSc degree in Neuroscience at the University of Leeds, where she specialised in drug discovery and exposure, as well as researching neurodegenerative diseases, developing her scientific and analytical skills through lab research, and data interrogation using SPSS. Alongside her degree, Anna also volunteered at Leeds Marrow, a student-run branch of the Anthony Nolan charity.
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