Alex Singleton is Professor of Geographic Information Science at the University of Liverpool, where he entered as a lecturer in 2010. He holds a BSc (Hons) Geography from the University of Manchester and a PhD from University College London. To date, his research income totals around £15m, with two career highlights including the ESRC funded Consumer Data Research Centre; and the recently awarded ESRC Centre for Doctoral Training in New Forms of Data. Alex’s research is embedded within the Geographic Data Science Lab (geographicdatascience.com) and concerns various aspects of urban analytics. In particular, his work has extended a tradition of area classification within Geography where he has developed an empirically informed critique of the ways in which geodemographic methods can be refined for effective yet ethical use in public resource allocation applications.