Geodemographics
Need to know what type of people your customers are? Need to target specific groups of people? Then geodemographic data can help you. Geodemographic data classify areas according to the typical traits of the population within that area. There are numerous commerical sources of information on this such as Acorn and Mosaic. The Office for National Statistics have produced their own free geodemographic classification called Output Area Classification (OAC). For a small fraction of the cost of Acorn or Mosaic we can analysis your customers using OAC. Please email us for more information - admin@dataprofiles.co.uk
The OAC place each geographic area into a group according to key characteristics of the people who live in each area. Below are the top level groups with some key characteristics:
1: Blue Collar Communities
Terraced Housing
Council Rented Properties
Lone Parent Households
2: City Living
HE Qualification
Single person household (not pensioner)
Born Outside the UK
Rent (Private)
All Flats
3: Countryside
Areas in the countryside with characteristics:
2+ Car household
Work from home
Agriculture/Fishing employment
Detached Housing
4: Prospering Suburbs
Areas in towns with characteristics:
2+ Car household
Detached Housing
Finance Sector
5: Constrained by Circumstances
All Flats
Council Rented Properties
Lone Parents
Lone Pensioners
Routine/Semi-Routine Occupation
6: Typical Traits
As the name would suggest as around average in terms of most variables.
7: Multicultural
Rented Properties
Public Transport to work
All Flats
Born Outside the UK
Indian, Pakistani or Bangladeshi
Black African, Black Caribbean or Other Black
These categorise can be narrowed down further. For example the Multicultural category can be split between Asian Communities and Afro-Caribbean Communities.