Unlocking industry data for demographic research

Demographers rely on diverse data sources to study how population characteristics and behaviours shift over time. As the availability of data from public surveys can be limited, researchers often need to locate and repurpose data from alternative, non-traditional sources. Consumer data held by companies, like data from apps, social media, or commercial transactions, can be a rich source of information for analysing social demographic trends that might overwise be overlooked.

Dr Francesco Rampazzo

For demographer Dr Francesco Rampazzo, whose research centres on using industry-held data to better understand LGBTQ+ representation around the world, accessing this non-traditional data relies on developing a range of business partnerships. Dr Rampazzo is a Lecturer in Demography at Oxford University’s Leverhulme Centre for Demographic Science and the Department of Sociology. To facilitate new collaborations, he is creating a Knowledge and Exchange Hub to grow the Department of Sociology’s network of potential industry partners for research. The hub builds on his existing collaborations with several organisations, including Getty Images, where his research is investigating the impact of queer imagery in advertising on the acceptance of LGBTQ+ minorities.

With support from the Social Sciences Business Engagement Seed Fund, Dr Rampazzo worked with a group of students to organise an Oxford-based workshop that showcased the many ways social scientists are working with industry-held data to yield powerful insights. They also discussed the advantages to businesses of sharing data and future opportunities. The workshop brought together students, academics, businesses and research organisations from around the world and was attended by representatives from the UN UnStereotype Alliance, Population Europe, Cosmic Latte, MammaPack, Neilsen BookData and Getty Images. 

The workshop helped to establish data-sharing agreements with each of the businesses in attendance, providing Dr Rampazzo with access to new data for research. Several of these organisations will continue to work with Dr Rampazzo and support him in developing new grant applications.