panolytica

What Web Summit Revealed About the Future of Data, Startups and Place

Sun, 16 Nov 2025 13:20:04 GMT

Our takeaways from a week in Lisbon

Last week we travelled to Lisbon for Web Summit, and the atmosphere was exactly what you would expect when tens of thousands of founders, operators, investors and technologists gather in one city. The energy was constant, the ambition was obvious and the sense of possibility was everywhere.

For Panolytica, it was more than another industry event. It was a chance to test our ideas in real conversations, challenge our assumptions and immerse ourselves in the discussions shaping the future of data, geography and decision making.

The conversations that mattered

The most valuable moments did not happen on the main stages. They happened in the corridors, at the stands and in the informal chats between sessions.

Across three days we met clients, prospects and fellow exhibitors from all over Europe. What stood out was not just interest in data, but a growing urgency around context. Companies are no longer short of information. They are struggling to understand it in a way that supports real decisions.

This is exactly the problem Panolytica is built to solve, and it was striking how often the same frustrations appeared.

“We have the data, but we don’t trust it.”
“We cannot connect location to performance in a meaningful way.”
“Everything is siloed.”

These were not abstract complaints. They were tied to real commercial challenges. Retailers trying to understand catchment behaviour. Property teams trying to quantify demand at a hyper local level. Investors looking for an advantage beyond headline statistics.

The message was clear. Organisations that can combine data with place in a rigorous way will outperform those that cannot.

A snapshot of today’s startup culture

Web Summit remains one of the best places to see ambition concentrated in one location.

You see it in early stage founders pitching with conviction and in scale ups refining their strategy. There is a shared mindset built around moving quickly and thinking boldly. At the same time, something has matured. There is less noise, fewer gimmicks and a stronger focus on businesses that actually work. Revenue matters. Profitability matters.

AI was everywhere, but the most interesting conversations were not about AI in the abstract. They focused on application. How it improves a specific workflow, decision or outcome. That shift from hype to usefulness is where the real value begins.

The speakers and the signal

As with any large conference, the talks varied in quality. Some leaned heavily into broad predictions. Others were refreshingly practical, with founders sharing what worked, what failed and what they would change if they were starting again.

A recurring theme was resilience. Building in the current climate is challenging, and there was a welcome honesty about that. Less glamour, more reality.

It reinforced something we see every day. The companies that succeed are not only the most innovative. They are the ones that execute consistently.

Lisbon as a backdrop

Lisbon plays host exceptionally well.

You can spend the day in back to back meetings, step outside and immediately feel the pace shift. Sunlight, food and space create room for better conversations, the kind that do not happen in rushed environments.

It is also a reminder of how varied European markets are. What works in London does not automatically work in Lisbon, Berlin or Paris. This is exactly why place based intelligence matters.

What we are taking away

We left Web Summit with three clear conclusions.

1. Demand for better data is accelerating

The focus is shifting from volume to usability. Insight is what people want, not more dashboards.

2. Location remains undervalued

Many decisions are still being made without a proper understanding of geography, even with all the advances in technology.

3. Execution is the differentiator.

The gap between ideas and outcomes is where most companies fall short. The ones that close that gap with clarity and discipline are the ones that grow.

For Panolytica, the week was a chance to step back and see our place in a fast moving landscape. The answer feels clearer than ever. We help businesses make smarter decisions by connecting data to the real world.

And if Web Summit confirmed anything, it is that this challenge is not going away. It is becoming more important.

New AI Analysis Highlights Socio-Economic Disparities in Dutch Cities

martin@Panolytica.com (Martin Taylor) — Wed, 25 Jun 2025 16:15:54 GMT

The New Study from Panolytica Reveals Stark Health and Wealth Gaps Between Neighbouring Dutch Communities

New insights from Panolytica , an AI-powered analytics firm specialising in geodemographic segmentation, reveal a deeply rooted pattern of inequality within Dutch cities. While national and municipal statistics often suggest broad progress in areas like education, income, and crime reduction, postcode-level analysis tells a different story. In fact, some of the most pronounced socio-economic and health disparities are found between postcodes that sit side by side.

“Ultimately, tackling inequality requires recognising it first,” says Panolytica CEO Martin Taylor. “As Panolytica’s analysis shows, some of the greatest disparities are hiding in plain sight—just across the street.”

Panolytica points to The Hague, where postcode 2514—which includes Archipelbuurt and Willemspark—borders postcode 2515, covering Stationsbuurt and Huygenspark. Despite their geographic proximity, the differences are dramatic. In postcode 2515, over 40% of residents depend on some form of social benefits, more than double the rate in neighbouring 2514. Educational attainment follows the same pattern: while more than 52% of adults in 2514 hold higher education qualifications, that figure drops below 20% in 2515.

Panolytica’s new research also finds that crime is another dividing line. Residents in 2515 are more than three times as likely to report being victims of crime than their neighbours in 2514, according to Panolytica’s postcode-level crime index. Income disparities are even more pronounced. The average household income in 2514 exceeds €150,000, while in 2515, it sits closer to €45,000—a gap that translates into differences not just in lifestyle, but in long-term health and wellbeing.

These postcode-level divides mirror national findings. According to Statistics Netherlands (CBS), Dutch men in the lowest 20% income bracket live, on average, nine years less than those in the highest bracket. More strikingly, they spend up to 22 fewer years in good health. For women, the life expectancy gap between income groups is nearly eight years. These figures are not abstract—they are lived experiences, shaped by access to education, housing quality, employment opportunities, and healthcare.

Panolytica’s segmentation of these neighbourhoods shows how starkly lifestyles can diverge within a single kilometre. Postcode 2514 is dominated by affluent, cosmopolitan segments such as Elite Enclaves—older, international property owners—and Upscale Movers, high-earning young professionals. Meanwhile, postcode 2515 is populated by segments like Struggling Hubs and Studio Living—younger adults in precarious employment, often living in low-quality rental apartments and experiencing limited upward mobility.

“Policy cannot be made on the basis of averages,” Taylor says. “Our Consumer Compass platform enables local governments, developers, and public services to pinpoint inequality with precision—postcode by postcode, even block by block.”

As the Netherlands contends with rising housing demand, escalating healthcare costs, and growing urban density, postcode-level analytics are no longer a luxury—they are essential, according to Taylor “With AI-powered tools, policymakers and urban planners can better identify the communities most in need of investment and intervention.”

How can geodemographics help retailers make the right decision in location planning?

Tue, 18 Mar 2025 12:06:26 GMT

In 2025, the integration of geodemographics into location planning has become indispensable for businesses aiming to thrive in a competitive landscape. By analysing the demographic and geographic characteristics of specific areas, companies can make informed decisions about where to establish new outlets, tailor their offerings, and effectively reach their target audiences.

Understanding Geodemographics

Geodemographics involves segmenting consumers based on both their demographic profiles—such as age, income, and occupation—and their geographic locations. This dual-faceted approach enables businesses to gain a nuanced understanding of consumer behaviours and preferences across different regions.

The Significance in Location Planning

Incorporating geodemographic data into location planning allows businesses to:

Identify Optimal Locations: By understanding the demographic makeup of various regions, companies can pinpoint areas where their products or services are in high demand. For instance, a retailer targeting young professionals would benefit from opening stores in urban areas with a high concentration of this demographic.

Tailor Marketing Strategies: Geodemographic insights enable businesses to customise their marketing campaigns to resonate with local audiences. This ensures that promotional efforts are both relevant and effective.

Enhance Product Offerings: Recognising the unique preferences of different communities allows companies to adjust their product lines to better meet local demands.

Real-World Applications

Several UK brands have effectively leveraged geodemographics in their location planning strategies:

Boots: The high street pharmacy chain utilises location intelligence to align its operations with the needs of individual stores. By analysing footfall data, regional shopping behaviours, and demographic insights, Boots fine-tunes product offerings, staffing, and promotions to cater to local demands.

Gymbox: This fitness brand uses location data to select areas where their unconventional brand will resonate most. By mapping local demographics and cultural trends, Gymbox strategically places gyms in areas with a high concentration of young professionals or creatives, ensuring their unique classes are a perfect fit for the community.

Premier Inn: The hotel chain employs location intelligence to optimise pricing across its many hotel locations. By analysing local data on events, seasonal tourism peaks, and even weather conditions, Premier Inn adjusts room rates dynamically to reflect heightened demand, staying competitive while maximising occupancy and revenue.

Introducing Consumer Compass by Panolytica

To harness the full potential of geodemographic data, businesses require sophisticated tools that provide actionable insights. Panolytica's Consumer Compass is designed to meet this need. By integrating vast datasets and advanced analytics, Consumer Compass offers:

Detailed Consumer Profiles: Gain a comprehensive understanding of your target audience's behaviours, preferences, and purchasing patterns.

Optimal Site Selection: Identify prime locations for expansion based on geodemographic data, ensuring your business is positioned for success.

Customised Marketing Insights: Develop tailored marketing strategies that resonate with specific demographics, enhancing engagement and conversion rates.

Incorporating Consumer Compass into your location planning strategy ensures that your business decisions are data-driven and aligned with the evolving needs of your customers.

Conclusion

In today's data-centric world, understanding the intricate relationship between geography and demographics is crucial for effective location planning. By leveraging geodemographic insights, businesses can make strategic decisions that drive growth, enhance customer satisfaction, and maintain a competitive edge. Tools like Panolytica's Consumer Compass empower companies to navigate this complex landscape with precision and confidence.