DATA: united kingdom: mosaic geodemographic discriminator

Introduction

Geodemographic classifications - sometimes called discriminators - use 1991 Census and other data to classify local neighbourhoods in an attempt to:

create a series of clusters which provide the most powerful possible discrimination of consumer behaviour, lifestyles and attitudes
build types which are as recognisable and meaningful as possible to marketers
ensure that each of the types contain sufficient numbers of households to be statistically reliable for most analyses
ensure that each of the types are reasonably homogeneous in terms of demographics and consumer behaviour
avoid an excessive concentration of individual types within particular regions, except where absolutely necessary

Classifications are particularly useful for direct marketing, targeting and demand modelling applications. Geodemographic classifications also offer a mechanism for using survey research data such as BMRB's Target Group Index (TGI) to produce product purchasing estimates.

Experian's MOSAIC is a geodemographic classification and targeting tool.

'High Income Families' MOSAIC Group (at postcode level) in North West London

© Copyright Experian, Bartholomew, Business Geographics

MOSAIC has been developed using a wide range of data items including 1991 Census, county court judgements, credit activity, electoral roll, postal address file, Companies House register of directors, retail accessibility and elector predicted age data.

MOSAIC data packs

Product	1991 ED/OA or unit postcode level	1991 Ward level	Current postcode sector level
MOSAIC geodemographic discriminator	POA	POA	POA

MOSAIC directories at Enumeration District (Output Area level in Scotland), postcode, ward or postcode sector level are licensed for a two year minimum term.

Technical specification

The MOSAIC classification consists of 12 Groups and 52 Types (plus 1 'unclassified' in each case).

Groups	Type Number	Type Name	% GB Households
High Income Families	1	Clever Capitalists	1.5
	2	Rising Materialists	1.5
	3	Corporate Careerists	2.4
	4	Ageing Professionals	1.7
	5	Small Time Business	1.5
Suburban Semis	6	Green Belt Expansion	3.4
	7	Suburban Mock Tudor	3.2
	8	Pebble Dash Subtopia	4.4
Blue Collar Owners	9	Affluent Blue Collar	2.9
	10	30s Industrial Spec	3.8
	11	Lo-rise Right to Buy	3.3
	12	Smokestack Shiftwork	3.1
Low Rise Council	13	Coop Club & Colliery	3.4
	14	Better Off Council	2.1
	15	Low Rise Pensioner	3.2
	16	Low Rise Subsistence	3.5
	17	Problem Families	2.2
Council Flats	18	Families in The Sky	1.3
	19	Graffitied Ghettos	0.3
	20	Small Town Industry	1.4
	21	Mid Rise Overspill	0.7
	22	Flats for The Aged	1.4
	23	Inner City Towers	1.8
Victorian Low Status	24	Bohemian Melting Pot	2.3
	25	Victorian Tenements	0.1
	26	Rootless Renters	1.5
	27	Sweatshop Sharers	1.1
	28	Depopulated Terraces	0.8
	29	Rejuvenated Terraces	3.5
Town Houses and Flats	30	Bijou Homemakers	3.5
	31	Market Town Mixture	3.8
	32	Town Centre Singles	2.1
Stylish Singles	33	Bedsits & Shop Flats	1.2
	34	Studio Singles	1.7
	35	College & Communal	0.5
	36	Chattering Classes	1.9
Independent Elders	37	Solo Pensioners	1.9
	38	High Spending Greys	1.3
	39	Aged Owner Occupiers	2.7
	40	Elderly in Own Flats	1.5
Mortgaged Families	41	Brand New Areas	1
	42	Pre Nuptial Owners	0.8
	43	Nestmaking Families	1.7
	44	Maturing Mortgagers	2.7
Country Dwellers	45	Gentrified Villages	1.5
	46	Rural Retirement Mix	0.6
	47	Lowland Agribusiness	1.8
	48	Rural Disadvantage	1.2
	49	Tied/Tenant Farmers	0.6
	50	Upland & Small Farms	1.3
Institutional Areas	51	Military Bases	0.3
Institutional Areas	52	Non Private Housing	0.1

MOSAIC Groups and Types provide a matrix of consumer characteristics which is comprehensive enough to define the potential for many marketing and planning operations.