Household and Population profile using Experian Mosaic Public Sector data
Experian’s Mosaic Public Sector product is designed to identify groupings of consumer behaviour for households and postcodes. The methodology used is unique to Experian, and has been developed over many years to create classifications using data from a wide variety of different sources and different levels of geography.
It is designed to describe the UK population in terms of their typical demographics, social, economic, cultural, and lifestyle behaviour. The population is classified into 66 ‘Types’ that identify groups of individuals or households that are as similar as possible to each other and as different as possible from any other group. These ‘Types’ group together hierarchically into 15 ‘Groups’.
In each type there are a number of key features which make each category distinctive and are useful to bear in mind when devising communications or delivery strategies targeted at them. These are subjective and are intended to highlight key issues rather than to be comprehensive. Clearly not every one of the Borough’s 178,000 households will match exactly to just one of 66 different Mosaic Types or 15 Mosaic Groups. The description should be recognised as “generic types”, examples to which individual cases only approximate with various degrees of exactness.