Mosaic Seminar23 May 2012

Programme

• What is Mosaic?• Tell-us-a-postcode exercise• Warwickshire’s Mosaic Profile• Applying Mosaic• Case Study: One Front Door• Further scenarios• Discussion – how can Mosaic help you?• Moving forward

What is Mosaic?

What is Mosaic?

“Mosaic Public Sector is the UK's only classification designed specifically for use by the public sector and focuses on the needs of citizens. It provides a detailed and accurate understanding of each citizen's location, their demographics, lifestyles and behaviours.”

Experian

What is Mosaic?

• Household classification system• 440 datasets• 15 Groups• 69 Types• All unique characteristics

demographics

perception of safetyhousehold composition

channel preferences

ethnicitydeprivation / income

hobbies / interests

healthtype of property attitudes

education

Mosaic GroupsWhat is Mosaic?

A Residents of isolated rural communitiesB Residents of small and mid-sized towns with strong local rootsC Wealthy people living in the most sought after neighbourhoodsD Successful professionals living in suburban or semi-rural homesE Middle income families living in moderate suburban semisF Couples with young children in comfortable modern housingG Young, well-educated city dwellersH Couples and young singles in small modern starter homesI Lower income workers in urban terraces in often diverse areasJ Owner occupiers in older-style housing in ex-industrial areasK Residents with sufficient incomes in right-to-buy social housesL Active elderly people living in pleasant retirement locationsM Elderly people reliant on state supportN Young people renting flats in high density social housingO Families in low-rise social housing with high levels of benefit need

Mosaic GroupsWhat is Mosaic?

A Residents of isolated rural communities

A01 - Rural families with high incomes, often from city jobs

A02 - Retirees electing to settle in environmentally attractive localities

A03 - Remote communities with poor access to public and commercial services

A04 - Villagers with few well paid alternatives to agricultural employment

& Types

Mosaic GroupsWhat is Mosaic?

& Types

M57 - Old people in flats subsisting on welfare payments

M Elderly people reliant on state support

M57 - Old people in flats subsisting on welfare payments

What is Mosaic?

Resources

• Pen Portraits• Descriptions• Grand Index• Interactive Guide• Observatory summaries• iCoder

What is Mosaic?

Tell-us-a-Postcode

• Look at individual postcodes around Warwickshire to see how Mosaic categorises them

• Does it fit with expectations/knowledge of the area?

Tell-us-a-postcode

• Postcodes can vary significantly

Tell-us-a-postcode

CV11 4BH (near Nuneaton library)

CV11 4BH (near Nuneaton library)

CV32 4NN (Regent St, Leamington Spa)

CV32 4NN (Regent St, Leamington Spa)

CV34 6GB (Warwick Gates)

CV34 6GB (Warwick Gates)

CV33 9TR (Lighthorne Heath)

CV33 9TR (Lighthorne Heath)

CV47 2UR (Temple Herdewyke)

CV47 2UR (Temple Herdewyke)

Warwickshire’s Mosaic Profile

Warwickshire’s Mosaic Profile

• In 2011…• 237,900 households• Largest Group = D (14.6%)• Smallest Group = N (1.7%)• 68 of the 69 Types

Mosaic Groups in WarwickshireWarwickshire’s Mosaic Profile

Variations across the countyWarwickshire’s Mosaic Profile

Nuneaton & Bedworth Stratford-on-Avon

Warwickshire’s Mosaic Profile

ABCDEFGHIJKLMNO

Super Output Areas

Warwickshire’s Mosaic Profile

Group Profiles for Warwickshire

• http://bit.ly/MosaicProfiles

Warwickshire’s Mosaic Profile

Applying Mosaic

Applying Mosaic

• Profiling customers• Identifying need• Understanding broader characteristics• Examining channel preferences

Profiling customers

• You know who your (current) customers are• Perhaps all you know is that they access your

service• Turn your admin records into intelligence• What about…

– Channel preferences– Their health, economic status, interests,

perceptions and attitudes – Other services of interest

Applying Mosaic

iCoder

Identifying need

• You want your service to reach certain communities of need

• But who are they, where are they and what are their characteristics?– In which communities are they concentrated?– What is the best way to engage with these

potential service users?– What else can we learn about these households?

Applying Mosaic

Example: Accidental Dwelling Fires

• F&R priority to reduce ADFs

0

1 00

2 00

3 00

4 00

5 00

A B C D E F G H I J K

Mosaic Group (note: old version of Mosaic)

5x

4x

3x

2x

Average

No risk

Applying Mosaic

Volume or risk?

VOLUME

D & B

29%

groups

% of all ADFs

% of all households

RISK

F, G & I

29%

31% 8%

Applying Mosaic

(note: uses old version of Mosaic)

Where?Applying Mosaic

Group F - Clarendon, Brunswick, Newbold, Crown

Group G - Camp Hill, Bar Pool, Wem Brook, Kingswood

Group I - Newbold, Wem Brook, Bede, Caldecott

(note: uses old version of Mosaic)

Who?Applying Mosaic

smokerssingle person dwellings

claim benefits / have low incomes / be unemployed

high levels of debt / CCJs

purpose built flats

poor general health mental health issues

sleep lots and watch TV

public rented dwellings betting and bingo

The types of households that aremost likely to experience ADFs arealso the types of households thatare most likely to have thefollowing characteristics…

Who?Applying Mosaic

Social Housing

0

5 0

1 00

1 5 0

2 00

2 5 0

3 00

3 5 0

4 00

0 1 00 2 00 3 00 4 00 5 00 6 00

ADFs

Soci

al h

ousi

ng

(note: uses old version of Mosaic)

Who?Applying Mosaic

Chronic liver disease / Cirrhosis

0

5 0

1 00

1 5 0

2 00

2 5 0

3 00

0 1 00 2 00 3 00 4 00 5 00 6 00

ADFs

Chro

nic

liver

dis

ease

/ c

irrho

sis

(note: uses old version of Mosaic)

How?Applying Mosaic

How?Applying Mosaic

Shopping at Farmfoods

0

5 0

1 00

1 5 0

2 00

2 5 0

0 1 00 2 00 3 00 4 00 5 00 6 00

ADFs

Shop

at F

arm

food

s

(note: uses old version of Mosaic)

How?Applying Mosaic

Likelihood of having no bank account

0

5 0

1 00

1 5 0

2 00

2 5 0

0 1 00 2 00 3 00 4 00 5 00 6 00

ADFs

No

bank

acc

ount

(note: uses old version of Mosaic)

How?Applying Mosaic

Betting & Bingo

0

2 0

4 0

6 0

8 0

1 00

1 2 0

1 4 0

1 6 0

1 8 0

2 00

0 1 00 2 00 3 00 4 00 5 00 6 00

ADFs

Betti

ng

0

5 0

1 00

1 5 0

2 00

2 5 0

0 1 00 2 00 3 00 4 00 5 00 6 00

ADFs

Bing

o

(note: uses old version of Mosaic)

Other examples…

• Plotting a route for the ‘Branch Out Bus’ (BOB) • Identifying new ‘No Rogue Trader’ Zones• Exploring variations in school attainment• Improving the take-up of free school meals• Understanding drug treatment clients• Alcohol-related hospital admissions• Improving confidence in the police• Engaging with flood zone households

Case Study: One Front DoorJohn Crossling

Case Study: One Front Door

• Taking key services to those in need• Contribute to reducing inequalities• Identify communities of need• Identify what they need• Determine the most efficient and effective

ways to meet these needs

• First, identified all relevant properties - WCC and potential partners

One Front Door

Case Study: One Front Door

• What do we know about our customers?• Where do they come from?• How do they contact us?• What services do they use?

One Front Door

• Where are our customers? One Front Door

• Who do we target? One Front Door

• Where are our customers that prefer face to face service delivery?

One Front Door

• Where are those in greatest need? One Front Door

• Where are those in greatest need? One Front Door

• Where are those in greatest need? One Front Door

• Where are those who prefer F2F? One Front Door

• Where are specific customer types? One Front Door

Benefits of this approach

• This research…– Indicates target concentrations– Identifies typical issues/needs– Suggests communication techniques– Indicates key partners– Targets service points– Suggests properties for rationalisation– Let’s look at Lillington…

One Front Door

One Front Door

One Front Door

One Front Door

What next?• Identify what is being delivered – by who and how?• Not just fixed service delivery eg mobile libraries• Get partners on board – agree principles of co-

location; shared service delivery; shared costs; shared efficiency savings

• Get community on board – consult and involve; use appropriate communication; locality fora; volunteers- “Big Society”

• Work together to develop new ways of delivering services – Community Information Points are one possible approach

One Front Door

Measuring success

• If we get this right we will…– Take right services to the right people– Raise profile and improve perception– Address inequalities – develop communities –

help them migrate to other access channels– Foster closer working relationships between

partners

One Front Door

Coffee

Further Scenarios

Further Scenarios

• WOMBAT – using WCC’s mapping system to examine Mosaic

• Tackling child poverty• Identifying need for Children’s Centres• Positioning Local Centres / Satellites• Targeted Community Forum engagement• Informing property rationalisation• Finding ‘big society’ hotspots• Shaping high speed broadband provision

Discussion

Discussion – how can Mosaic help you?

• Work in groups of about 4 people• Use the sheet to guide discussion• Share some ideas for using Mosaic in your

areas of work

Moving Forward

Moving forward

• Share today’s material including ideas• Yammer Group?• Workshops, drop-in sessions?

• What do you need?

Further InformationExperian

Webpage > http://bit.ly/mosaic_psBrochure > http://bit.ly/mosaic_ps_brochureKnowledge Base > www.publicsectorknowledgebase.co.ukCase studies > http://bit.ly/mosaic_egsFact sheets > http://bit.ly/mosaic_facts

ObservatoryOur profiles > http://bit.ly/MosaicProfilesOur case studies > http://bit.ly/obs_mosaicContact us > research@warwickshire.gov.uk

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