The originator of the Mosaic and Acorn neighbourhood classifications, Richard Webber is associated with the use of commercial sociology and big data as alternatives source of evidence in the social sciences to the traditional research questionnaire. Geodemographic classifications such as Mosaic and Acorn associate each postcode with categories such as New Urban Colonists, Rustbelt Resilience or Summer Playgrounds based on the demographics of their residents. He is also visiting professor in the geography department at Kings College London.