It doesn't tell you how they live.
For decades, geography has been one of the foundations of local marketing.
And for good reason.
Where someone lives can tell us a lot about which stores they can reach, which services are nearby and which offers might be relevant.
But geography is only the beginning.
Two households living on the same street can have completely different needs.
One may be a family planning a large weekly grocery shop.
Another may be a single-person household buying little and often.