BPS Segmentation Appendix Sep 2011 - thebps.co.uk Segmentation... ·...

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DATA CATALOGUE APPENDIX GEODEMOGRAPHIC SEGMENTATION SYSTEMS SEPTEMBER 2011 This Appendix i s des igned for use wi th t he main DATA CATALOGUES for The Br i t ish Populat i on Survey, and The Br i t i sh Market ing Survey. Both of these documents can be downloaded f rom ht tp : / /www.thebps.co.uk The GEODEMOGRAPHIC SEGMENTATION SYSTEMS have been added to the surveys as permiss ions have been granted. As par t of the process of inc lus ions of these systems we have actual ly gone back through our ent i re database and ‘ re t r o- f i t ted’ them in each case. In the ear l y sec t ions of 2008 in par t icular , t he data col l ec t i on was not des igned wi th these in mind, so where insuf f i c ient data is avai l able i n a record we have al l ocated the relevant records to t he ‘Unc lass i f ied’ segment. In our normal adherence to the usual codes of Ethics , we regard i t as paramount that no respondent t o any of our surveys may be ident i f i ed as such. Where mul t i p le Segmentat i on Models are i nc luded f rom a s ing le suppl i er , c ross anal ys is between the models at the deepes t leve l can, in cer tain f i e lds, ident i f y respondents wi thin an ext remely smal l range of pos tcodes. W ith fur ther cross analys is in t he f i e lds of fami ly make-up thi s could come very c lose to i dent i f y i ng a respondent i f used by a profess ional database analyst w i th access to t he under ly ing segmentat ion data f r om the or i ginal suppl ier . Therefore, w i th the agreement o f the suppl i ers , we have i dent i f ied that smal l number of potent ial cases, and al l ocated t hem to ‘Unc lass i f ied’ to preserve t he i r absolu te anonymity . As an addi t iona l precaut ion, we have also adopted a methodology f or pre- tabular record swapping. This type of methodology was intensely developed by the Off i ce of Nat i onal Stat is t i cs to preserve anonymit y i n the data output f rom the Census. The Br i t ish Populat i on Survey has adopted this t ype of method, as a precaut i on against acc idental disc losure as a resul t of combinat i ons of segment c l ass i f i cat i ons f r om di f ferent suppl iers The contents of the cata logue are la i d out t o re f l ec t t he way that t he data appears in the data de l ivery sof tware, to enable rapid access for Users. To obtain detai led in format i on regarding the under ly ing s t ructures and rat ionales for each of the Segmentat ion Models , or to contac t the Suppl i ers in each case for fur ther informat i on, please use the f ol l owing webl i nks to thei r appropr ia te web pages : -

OAC Output Area

Classification

ht tp :/ /areaclassi f icat ion.org.uk /

AFD Software Ltd CENSATION ht tp :/ /www.afd.co.uk /censat ion.asp

CACI Ltd ACORN ht tp :/ /www.caci .co.uk /acorn-c lassif icat ion.aspx

Experian Ltd MOSAIC ht tp :/ /stra tegies.exper ian.co.uk /

Acxiom Corporat ion PersonicX Geo ht tp : / /www.acxiom.co.uk /products_and_services/data_solut ions/personicX_segmentat ion/Pages/PersonicXSegmentation.aspx

Beacon Dodsworth Ltd P2, People & Places http://www.beacon-dodsworth.co.uk/uploads/f i les/p2-brochure.pdf

Callcredit

Informat ion Group

Ltd

CAMEO UK http://www.cal lcredit .co.uk/products-and-

services/consumer-market ing-data-and-

segmentation/cameo-classi f icat ions

I f you have any spec i f i c quer i es about the content o f th is catalogue, any sugges t ions for expansion of the quest ionnai re, or requi re fur ther informat ion about any aspect of The Br i t ish Populat i on Survey, p lease contact

us a t [email protected]



THE BRITISH POPULATION SURVEY DATA CATALOGUE GEODEMOGRAPHIC SEGMENTATION APPENDIX GROUP/CRITERIA RESPONSES FULL TEXT

OAC OUTPUT AREA CL ASSIFICATION

OAC SUPER GROUP

1 : B lue Co l la r Commun i t i es 1 : B lue Co l la r Commun i t i es

2 : C i ty L i v ing 2 : C i ty L i v ing

3 : Count rys ide 3 : Count rys ide

4 : P rospe r ing Suburbs 4 : P rospe r ing Suburbs

5 : Cons t ra ined by Ci rcums tances 5 : Cons t ra ined by Ci rcums tances

6 : Typ ica l Tra i ts 6 : Typ ica l Tra i ts

7 : Mul t icu l tu ra l 7 : Mul t icu l tu ra l

Unc lass i f ied Unc lass i f ied

OAC GROUP

1a: Te rraced B lue Co l la r 1a: Te rraced B lue Co l la r

1b: Younger B lue Co l la r 1b: Younger B lue Co l la r

1c : Olde r B lue Col la r 1c : Olde r B lue Col la r

2a: Trans ient Commun i t ies 2a: Trans ient Commun i t ies

2b: Se t t led i n t he Ci ty 2b: Se t t led i n t he Ci ty

3a: V i l lage L i f e 3a: V i l lage L i f e

3b: Agr i cu l tu ra l 3b: Agr i cu l tu ra l

3c : Access ib le Coun t rys i de 3c : Access ib le Coun t rys i de

4a: Prosper i ng Younger Fami l i es 4a: Prosper i ng Younger Fami l i es

4b: Prosper i ng O lde r Fami l ies 4b: Prosper i ng O lde r Fami l ies

4c : P rosper ing Semis 4c : P rosper ing Semis

4d: Th r i v ing Suburbs 4d: Th r i v ing Suburbs

5a: Seni or Communi t i es 5a: Seni or Communi t i es

5b: Older Worke rs 5b: Older Worke rs

5c : Publ ic Hous ing 5c : Publ ic Hous ing

6a: Se t t led Househo lds 6a: Se t t led Househo lds

6b: Leas t Dive rgen t 6b: Leas t Dive rgen t

6c : Young Fami l i es in Ter r aced Homes 6c : Young Fami l i es in Ter r aced Homes

6d: Aspi r i ng Househol ds 6d: Aspi r i ng Househol ds

7a: As ian Communi t i es 7a: As ian Communi t i es

7b: Af ro -Car ibbean Commun i t ies 7b: Af ro -Car ibbean Commun i t ies


OAC SUB - GROUP

1a1: Te r raced B l ue Co l l ar (1) 1a1: Te r raced B l ue Co l l ar (1)



1b1: Younger B lue Col la r (1) 1b1: Younger B lue Col la r (1)

1b2: Younger B lue Col la r (2) 1b2: Younger B lue Col la r (2)

1c1: O lde r B lue Co l la r (1 ) 1c1: O lde r B lue Co l la r (1 )



2a1: Trans i ent Communi t i es (1) 2a1: Trans i ent Communi t i es (1)

2a2: Trans i ent Communi t i es (2) 2a2: Trans i ent Communi t i es (2)

2b1: Set t led in the C i t y ( 1) 2b1: Set t led in the C i t y ( 1)

2b2: Set t led in the C i t y ( 2) 2b2: Set t led in the C i t y ( 2)



GROUP/CRITERIA RESPONSES FULL TEXT

OAC (CONTINUED)

3a1: V i l l age L i fe (1) 3a1: V i l l age L i fe (1)

3a2: V i l l age L i fe (2) 3a2: V i l l age L i fe (2)

3b1: Agr i cu l t u ra l (1 ) 3b1: Agr i cu l t u ra l (1 )

3b2: Agr i cu l t u ra l (2 ) 3b2: Agr i cu l t u ra l (2 )

3c1: Access ib le Count rys ide (1 ) 3c1: Access ib le Count rys ide (1 )

3c2: Access ib le Count rys ide (2 ) 3c2: Access ib le Count rys ide (2 )

4a1: P rosper ing Younger Fami l i es (1 ) 4a1: P rosper ing Younger Fami l i es (1 )

4a2: P rosper ing Younger Fami l i es (2 ) 4a2: P rosper ing Younger Fami l i es (2 )

4b1: P rosper ing Olde r Fam i l ies (1 ) 4b1: P rosper ing Olde r Fam i l ies (1 )




4c1: P rosper ing Semis (1) 4c1: P rosper ing Semis (1)



4d1: Th r i v ing Suburbs (1 ) 4d1: Th r i v ing Suburbs (1 )

4d2: Th r i v ing Suburbs (2 ) 4d2: Th r i v ing Suburbs (2 )

5a1: Senio r Commun i t i es (1 ) 5a1: Senio r Commun i t i es (1 )

5a2: Senio r Commun i t i es (2 ) 5a2: Senio r Commun i t i es (2 )

5b1: Ol de r Workers (1) 5b1: Ol de r Workers (1)




5c1: Pub l i c Hous ing (1 ) 5c1: Pub l i c Hous ing (1 )



6a1: Set t led Households (1 ) 6a1: Set t led Households (1 )

6a2: Set t led Households (2 ) 6a2: Set t led Households (2 )

6b1: Leas t D iv ergent (1) 6b1: Leas t D iv ergent (1)



6c1: Young Fami l i es i n Te r raced Homes (1 ) 6c1: Young Fami l i es i n Te r raced Homes (1 )

6c2: Young Fami l i es i n Te r raced Homes (2 ) 6c2: Young Fami l i es i n Te r raced Homes (2 )

6d1: Asp i r i ng Households (1 ) 6d1: Asp i r i ng Households (1 )

6d2: Asp i r i ng Households (2 ) 6d2: Asp i r i ng Households (2 )

7a1: As ian Commun i t ies ( 1 ) 7a1: As ian Commun i t ies ( 1 )



7b1: A f ro -Ca r ibbean Communi t i es (1) 7b1: A f ro -Ca r ibbean Communi t i es (1)

7b2: A f ro -Ca r ibbean Communi t i es (2) 7b2: A f ro -Ca r ibbean Communi t i es (2)





CENSATION

AFFLUENCE A : Weal thy A : Weal thy

B : P rosperous B : P rosperous

C : Comfo r tab le C: Comfo r tab le

D : S t r i v ing D: S t r i v ing

E : S t ruggl ing E : S t ruggl ing


L IFESTAGE V : Young s ing les V : Young s ing les

W : Young f ami l i es W : Young f ami l i es

X: Older fami l i es X: Older fami l i es

Y : Empty nes ts and

senio rs Y : Empty nes ts and sen io rs


SEGMENT AW01 AW01 Fu l l t ime managers and p ro fess iona ls wi t h h igh i ncomes , occas ional ma i l o rder users

AW07 AW07 Emp loyed fu l l t ime in educat ion, f inance and bus iness se rv i ces , wi t h h igh incomes – occas ional mai l o rde r users

AW09 AW09 Fu l l t ime publ ic servants w i t h wel l above average incomes

AX02 AX02 Above average f u l l t ime i ncomes f rom f i nance indus t ry , l i v ing in de tached houses – occas ional mai l o rde r use rs

AX03 AX03 Soc ia l grade AB wi th h i gh incomes, l iv ing in detached houses . Occas ional ma i l o rde r use rs , some wi t h l ow qua l i f ica t ions

AX05 AX05 H igh ly qua l i f i ed, l iv ing in detached houses , soc ia l g rade AB. Occas ional users o f mai l orde r on h igh incomes

AX06 AX06 Econom ica l l y ac t i ve wi t h mor tgaged houses and we l l above average incomes . Occas ional ma i l o rder users

AX10 AX10 Chr i s t ians l iv ing in semi -de tached houses wi th above average i ncomes

AY04 AY04 Managers , sen ior o f f ic ia ls and prof ess iona ls wi t h h igh incomes . Occas ional mai l orde r use rs

AY08 AY08 Emp loyed as p rofess ionals and sen io r manage rs in ag r icu l t ur e , bus iness serv ices and educat i on, wi t h h igh incomes

BV20 BV20 H igh ly qua l i f i ed profess ionals and manage rs wi th h igh incomes, employed in f i nance, bus i ness serv i ces and soc ia l / pers ona l se rv i ces

BW11 BW11 Emp loyed fu l l t ime in f inance and bus iness serv i ces wi t h h i gh i ncomes

BW18 BW18 H igh ly qua l i f i ed profess ionals and manage rs wi th h igh incomes, employed in f i nance, bus i ness serv i ces and soc ia l / pers ona l se rv i ces

BX15 BX15 Emp loyed fu l l t ime in o f f i ces and shops buyi ng the i r own homes on an average income

BY12 BY12 P ro fess iona ls i n educat i on wi t h h igh i ncomes . Occas ional ma i l o rde r use rs

BY13 BY13 Emp loyed i n ag r i cu l tu re wi t h some p rofess iona ls l i v ing in de tached houses on h igh incomes

BY14 BY14 Chr i s t ians emp loyed i n ag r i cu l tu re and educat ion wi t h h igh i ncomes . Occas ional users o f ma i l o rde r

BY16 BY16 Many re t i red Chr is t i ans . Occas ional use rs o f ma i l o rder

BY17 BY17 L iv ing in detached houses , employed in agr i cu l t ure . H igh users o f mai l o rder and f requent suppor ters o f cha r i t ies

BY19 BY19 Emp loyed i n educat ion wi t h some profess ionals . Occas iona l use rs o f ma i l o rder , some have been widowed

BY21 BY21 Chr i s t ians l iv ing in semi -de tached houses wi th average incomes . Occas ional mai l orde r use rs .

CV29 CV29 L iv ing in f l a ts , work ing in the ho te l t rade, f i nance, bus iness serv i ces and heal t h se rv i ces wi th some h igh i ncome p rof ess iona ls

CV30 CV30 H igh ly qua l i f i ed workers i n f i nance and bus iness serv i ces wi t h some h i gh income p ro fess iona ls

CV31 CV31 Fu l l t ime s tudents , wo rk ing in ho te l s and educa t i on wi th some medica l exper ience . Occas ional suppo r te rs o f cha r i t i es

CW26 CW26 H indus and Mus l ims, many employed in the t ranspor t sec tor wi t h some o f f i ce and shop s ta f f

CW28 CW28 L iv ing in ter raced hous ing , manua l wo rke rs i n the re ta i l sec tor . H igh ma i l o rder users

CX22 CX22 Many fac to ry and manual workers i n manufac tu r ing and re ta i l . Buy ing t he i r own houses , some on average incomes

CX27 CX27 Manua l and fac to ry wo rke rs in manufac tu r ing, cons t ruc t ion and re ta i l , buy ing t he i r houses on be l ow average incomes




CENSATION (CONTINUED)

CY23 CY23 Ret i red Chr i s t ians l iv ing in semi -detached houses wi t h moderat e mai l o rder use, some wi t h no qual i f i ca t ions

CY24 CY24 Ret i red Chr i s t ians , some moderate mai l o rder use rs , l i v ing in de tached houses wi t h h i gh qua l i f i ca t ions

CY25 CY25 Ret i red Chr i s t ians wi t h sk i l l ed t r ades and exper ience in ag r i cu l t u re . H igh ma i l o rde r use rs wi t h i n t ermed ia te qua l i f i ca t ions

DV36 DV36 L iv ing in pu rpose bu i l t f l a t s , work ing in hote l s , bus iness and hea l t h serv ices . Somet imes suppor t cha r i t i es

DW32 DW32 L iv ing in ter raced houses . Manual worke rs i n manu fac tur ing and re ta i l

DW33 DW33 H indus , Mus l ims and S ikhs work ing in re ta i l and t ranspor t , wi t h some not us ing mai l orde r a t a l l

DW41 DW41 P rocess suppor t s ta f f employed in manufac tu r i ng and re ta i l , on low incomes

DX34 DX34 No p rofessed re l i g ion, wi t h l ow leve ls o f qua l i f ica t ions . Manual worke rs reading popul ar newspapers

DX39 DX39 Emp loyed i n manufac tur i ng , cons t ruc t ion and re ta i l as suppo r t s ta f f . Many read popula r newspapers

DX40 DX40 Emp loyed i n manufac tur i ng , cons t ruc t ion and re ta i l . Have no qual i f ica t ions and read popu lar newspapers

DX42 DX42 Very low i ncomes – e i t he r unemp loyed or i n the hote l t rade, but somet imes suppor t cha r i t ie s

DY35 DY35 Ret i red Chr i s t ians who f requent ly suppor t cha r i t i es

DY37 DY37 Ret i red wi thou t qual i f i ca t ions , wi t h e xper i ence in manu fac tur ing . Some suppor t cha r i t i es some o f t he t ime

DY38 DY38 Ret i red wi thou t qual i f i ca t ions , read popu la r newspapers

EV46 EV46 L iv ing in pu rpose bu i l t f l a t s ; employed in the ho te l t rade ; o f t en do not use ma i l o rde r . On v ery l ow i ncomes

EW44 EW44 Mus l ims in soc ia l and pr iv ate rented accommodat i on, who somet imes suppor t cha r i t i es

EW45 EW45 Low leve l employment , l i v ing in soc ia l and p r i vate rented accommodat i on and read ing popu lar newspapers

EW50 EW50 Soc ia l ren t ing o f pu rpose bu i l t f l a ts , v ery l ow i ncomes , some do no t use ma i l o rde r

EX49 EX49 Soc ia l ren t ing o f pu rpose bu i l t f l a ts , read popu lar newspapers and some do not use mai l o rder

EY43 EY43 Ret i red, soc ia l grade E, wi t h no qual i f ica t ions . Read i ng popul ar newspapers wi t h some l iv ing in te r r aced househo lds

EY47 EY47 Ret i red Chr i s t ians wi t h no qual i f ica t ions p rev ious ly i n process suppor t and e lementary occupat ions , some in semi -detached houses wi t h bo th soc i a l and p r iv ate rent ing

EY48 EY48 Soc ia l grade E , re t i red wi t h exper ience of personal hea l t h se rv ices . Some do not use mai l o rder

EY51 EY51 Soc ia l grade E , re t i red wi t h exper ience of e l ementary occupat ions in heal t h . Some do no t use mai l o rde r

EY52 EY52 Soc ia l grade E , re t i red wi t h exper ience of e l ementary occupat ions in manufac tu r ing. Some do no t use mai l o rder but do look af t er g rand-ch i ld ren





ACORN - - - ST ANDARD

CATEGORY 1 Wea l t hy Achievers 1 Wea l t hy Achievers

2 Urban P rospe r i t y 2 Urban P rospe r i t y

3 Comfo r tab ly Of f 3 Comfo r tab ly Of f

4 Moderate Means 4 Moderate Means

5 Hard Pressed 5 Hard Pressed

6 Unc lass i f ied 6 Unc lass i f ied

GROUP 1 A Weal t hy Ach ievers 1 A Weal t hy Ach ievers

1 B Af f l uen t Greys 1 B Af f l uen t Greys

1 C F lou r ish i ng Fami l i es 1 C F lou r ish i ng Fami l i es

2 D P rosperous Pro fess iona ls 2 D P rosperous Pro fess iona ls

2 E Educa ted Urban i t es 2 E Educa ted Urban i t es

2 F Aspi r i ng S ing les 2 F Aspi r i ng S ing les

3 G S ta r t i ng Out 3 G S ta r t i ng Out

3 H Secure Fam i l i es 3 H Secure Fam i l i es

3 I Set t l ed Suburb ia 3 I Set t l ed Suburb ia

3 J P rudent Pens ioners 3 J P rudent Pens ioners

4 K As ian Communi t i es 4 K As ian Communi t i es

4 L Pos t - I ndus t r i a l Fami l i es 4 L Pos t - I ndus t r i a l Fami l i es

4 M B lue Co l la r Roots 4 M B lue Co l la r Roots

5 N S t rugg l i ng Fami l i es 5 N S t rugg l i ng Fami l i es

5 O Burdened S ing les 5 O Burdened S ing les

5 P High Rise Hardship 5 P High Rise Hardship

5 Q I nner C i t y Advers i ty 5 Q I nner C i t y Advers i ty

6 U Unc lass i f ied 6 U Unc lass i f ied

SEGMENT 1 A 1 1 A 1 Weal thy mature prof ess ionals , l a rge houses

1 A 2 1 A 2 Weal thy wo rk ing fam i l ies wi th mor tgages

1 A 3 1 A 3 V i l l ages wi th weal t hy commute rs

1 A 4 1 A 4 Wel l -o f f manage rs , l a rge r houses

1 B 5 1 B 5 O lde r a f f l uent p rofess ionals

1 B 6 1 B 6 Fa rming commun i t i es

1 B 7 1 B 7 O ld peopl e , det ached homes

1 B 8 1 B 8 Ma ture coup les , sma l le r det ached homes

1 C 9 1 C 9 Olde r f ami l i es , p rosperous suburbs

1 C 10 1 C 10 Wel l -o f f work ing f ami l i es wi t h mor tgages

1 C 11 1 C 11 Wel l -o f f managers , de tached houses

1 C 12 1 C 12 La rge fami l i es and houses in ru ra l areas

2 D 13 2 D 13 Wel l -o f f p ro fess ionals , la rger houses and conver ted f l a t s

2 D 14 2 D 14 O lde r p rofess ional s in suburban houses and apar tmen ts

2 E 15 2 E 15 Af f l uen t u rban pro fess ionals , f l a ts

2 E 16 2 E 16 Prosperous young p rof ess iona ls , f l a t s

2 E 17 2 E 17 Young educated worke rs , f l a t s

2 E 18 2 E 18 Mul t i -e thn ic young, conver ted f la ts

2 E 19 2 E 19 Suburban pr i vate l y rent ing p rofess ionals

2 F 20 2 F 20 S tudent f l a t s and cosmopol i t an share rs

2 F 21 2 F 21 S ing les and share rs , mul t i -e thn ic areas

2 F 22 2 F 22 Low income s ing les , smal l rented f la ts

2 F 23 2 F 23 S tudent te r races

3 G 24 3 G 24 Young coup les , f l a t s and ter races




ACORN - - - ST ANDARD (CONTINUED)

3 G 25 3 G 25 Whi te-co l l a r s ing l es / share rs , ter races

3 H 26 3 H 26 Younger whi t e-co l l a r coup les wi t h mor t gages

3 H 27 3 H 27 M idd le i ncome, home own ing areas

3 H 28 3 H 28 Work ing fami l i es w i th mor tgages

3 H 29 3 H 29 Ma ture f ami l i es i n suburban semis

3 H 30 3 H 30 Es tab l i shed home owni ng workers

3 H 31 3 H 31 Home own ing As ian fami l y areas

3 I 32 3 I 32 Ret i red home owners

3 I 33 3 I 33 M idd le income, o lde r couples

3 I 34 3 I 34 Lowe r i ncomes , o lder peop le , semis

3 J 35 3 J 35 E lde r l y s i ng les , purpose bu i l t f l a ts

3 J 36 3 J 36 O lde r people , f l a t s

4 K 37 4 K 37 Crowded As ian t e r races

4 K 38 4 K 38 Low income As ian f ami l i es

4 L 39 4 L 39 Sk i l led o l de r fami l i es , t er races

4 L 40 4 L 40 Young work ing f ami l i es

4 M 41 4 M 41 Sk i l l ed workers , semis and te r races

4 M 42 4 M 42 Home own ing f ami l i es , ter r aces

4 M 43 4 M 43 Older people , ren ted te r races

5 N 44 5 N 44 Low income l arge r f ami l ies , semis

5 N 45 5 N 45 Low income, o lde r people , smal l er semis

5 N 46 5 N 46 Low income, rout ine j obs , ter races and f l a t s

5 N 47 5 N 47 Low income fami l i es , t er raced es ta tes

5 N 48 5 N 48 Fami l i es and s ing le pa rent s , semis and ter races

5 N 49 5 N 49 La rge fami l i es and s ing le parent s , many ch i l d ren

5 O 50 5 O 50 S ing le e lde r l y peop le , counc i l f l a ts

5 O 51 5 O 51 S ing le paren ts and pens ioners , counc i l te r races

5 O 52 5 O 52 Fam i l ies and s ing l e pa rents , counc i l f l a t s

5 P 53 5 P 53 Old people , many h igh -r i se f la t s

5 P 54 5 P 54 S ing les and s ing l e paren ts , h igh- r i se es ta t es

5 Q 55 5 Q 55 Mu l t i -e thn ic pu rpose bu i l t es ta tes

5 Q 56 5 Q 56 Mu l t i -e thn ic c rowded f l a ts

6 U 57 6 U 57 Unc lass i f ied




ACORN - - - HEALTH

GROUP 1 Ex is t i ng Prob l ems 1 Ex is t i ng Prob l ems

2 Fu tur e P rob lems 2 Fu tur e P rob lems

3 Poss ib le Futu re Concerns 3 Poss ib le Futu re Concerns

4 Hea l t hy 4 Hea l t hy

5 Unc lass i f ied 5 Unc lass i f ied

SEGMENT 1 .1 1 .1 – O lde r couples , t rad i t i ona l d ie ts , card iac i ssues

1 .2 1 .2 – D isadvan taged e lde r l y , poor d ie t , ch ron ic hea l t h

1 .3 1 .3 – Vul ne rab le d i sadvan taged, smokers wi th h igh le ve ls o f obes i ty

1 .4 1 .4 – Pos t indus t r i a l pens ioners wi t h l ong t e rm i l l ness

1 .5 1 .5 – Depr iv ed ne i ghbourhoods wi t h poor d ie t , smokers

1 .6 1 .6 – E lder l y wi t h assoc ia t ed heal th i ssues

1 .7 1 .7 – Home owning pens ioners , t r ad i t i ona l d ie ts

1 .8 1 .8 – D isadvan taged ne ighbourhoods wi t h poor d ie t and severe heal th i ssues

2 .1 2 .1 – Poo r s ing le pa ren t f ami l i es wi t h l i f es ty le re l a ted i l lnesses

2 .2 2 .2 – Mul t i -e thn ic , h igh smok ing, h i gh fas t food consumpt ion

2 .3 2 .3 – U rban es tates wi th sedentary l i f es t y le and low f ru i t & veg consumpt ion

2 .4 2 .4 – Depr iv ed mul t i -e thn ic es ta tes , smokers and overwe ight

2 .5 2 .5 – D isadvan taged mul t i e t hn ic younger adul ts , wi t h h igh l eve ls o f smok ing

3 .1 3 .1 – Less a f f l uent ne ighbourhoods , h igh f as t f ood , s edenta ry l i f es ty les

3 .2 3 .2 – A f f l uent heal thy pens ioners d in ing out

3 .3 3 .3 – Home owning o lde r coupl es , h igh leve ls o f f a t & confec t ionery

3 .4 3 .4 – A f f l uent pr ofess ional s , h igh a l cohol consumpt ion , d in ing ou t

3 .5 3 .5 – Low income fami l i es wi t h some smokers

3 .6 3 .6 – A f f l uent fami l i es wi t h some d ie ta ry concerns

4 .1 4 .1 – Young mobi l e popul a t ion wi t h good hea l t h and d ie t

4 .2 4 .2 – Younger a f f l uen t , hea l t hy profess iona ls

4 .3 4 .3 – S tuden ts and young profess iona ls , l i v ing wel l

4 .4 4 .4 – Towns and v i l l ages wi th average heal th and d ie t

4 .5 4 .5 – M ixed communi t i es w i t h bet t e r t han average hea l th

4 .6 4 .6 – A f f l uent t owns and v i l lages wi th exce l l ent heal t h and d ie t

U Unc lass i f ied




ACORN - - - EDUCATION

GROUP A Contextua l ly Chal lenged A Contextua l ly Chal lenged

B Depr i ved Founda t ions B Depr i ved Founda t ions

C Disconnec ted Ne ighbou rhoods C Disconnec ted Ne ighbou rhoods

D Met ropo l i t an Asp i re rs D Met ropo l i t an Asp i re rs

E Educat iona l ly Hes i tant E Educat iona l ly Hes i tant

F Asp i r a t i ona l Fami l i es F Asp i r a t i ona l Fami l i es

G A f f l uen t Es tab l i shment G A f f l uen t Es tab l i shment

U Unc lass i f i ed U Unc lass i f i ed

SEGMENT A 1 A 1 Younger f ami l i es , t rad i t iona l i ndus t r ia l a reas , educat iona l l y depr i ved

A 2 A 2 Large r f ami l i es , economic b l ight , l ow at ta i n ing ch i l dren

A 3 A 3 Es tab l i shed dep r iv ed commun i t ies , educat iona l c ha l l enges

B 4 B 4 Inner -c i t y ove rc rowd ing , f ami l y i ns tab i l i t y , poor a t t a inment

B 5 B 5 Low- r i se overc rowd ing , fam i l y ins tab i l i t y , poor a t t a inment

B 6 B 6 Dep r i ved over-c rowded , mul t i -e thn ic , educat iona l ly l ow-at ta i n ing

C 7 C 7 Dec l i n ing pos t -war es ta tes , educat i ona l l y d i sa f fec ted

C 8 C 8 Whi te B r i t i sh ter races , be low average at ta i nment

D 9 D 9 Impover i shed As ian te r races , educa t i ona l l y improv ing

D 10 D 10 D ive rse met ropol i t an a reas , ave rage at ta inment

E 11 E 11 T rad i t iona l ne ighbou rhoods , o l de r ch i ld ren, educa t iona l pa r i t y

E 12 E 12 Poore r es tab l ished t e r races , m idd l i ng a t t a inment

E 13 E 13 Young f ami l i es modern ne ighbourhoods , average a t ta inment

E 14 E 14 Younger ch i l d ren , non-met ropol i t an a reas , average a t ta inment

E 15 E 15 Mature fam i l i es , semi - rura l towns , educat iona l l y engaged

E 16 E 16 Mature fam i l i es , semi -suburban, educa t iona l l y engaged

F 17 F 17 S ta r te r households , ear l y years , educa t iona l l y asp i r i ng

F 18 F 18 Asp i r i ng home-buye rs , modern ne i ghbourhoods , educa t iona l expec tat ions

F 19 F 19 Fa i r l y a f f luent , o lder f ami l i es , h igher educat iona l goals

F 20 F 20 A f f luent wel l -educated pa rent s , younger ch i l d ren

F 21 F 21 A f f luent fami l i es , o lde r ch i l dr en, good a t ta inment

G 22 G 22 Manager i a l fami l i es , semi - rur a l areas , s ign i f ic ant a t ta inment

G 23 G 23 A f f l uen t , we l l educa ted commute r fam i l i es , h igh at t a inment

G 24 G 24 Most a f f l uen t , h igh l y educated fami l i es , excep t i ona l a t t a inment

U 25 U 25 E lde r l y a reas of mob i le / tempora ry househo ld spaces

U 26 U 26 M i l i ta ry A reas

U 27 U 27 Communa l dwel l i ngs and o the r unc l ass i f i ed




MOSAIC - - - ST ANDARD

GROUP A A lpha Terr i t o ry A A lpha Terr i t o ry

B Profess iona l Rewa rds B Profess iona l Rewa rds

C Rura l So l i tude C Rura l So l i tude

D Sma l l Town Div ers i ty D Sma l l Town Div ers i ty

E Ac t ive Ret i rement E Ac t ive Ret i rement

F Suburban Mindsets F Suburban Mindsets

G Caree rs and K ids G Caree rs and K ids

H New Homemake rs H New Homemake rs

I Ex-Counc i l Communi ty I Ex-Counc i l Communi ty

J C la imant Cu l t u res J C la imant Cu l t u res

K Upper F loo r L iv ing K Upper F loo r L iv ing

L E lde r l y Needs L E lde r l y Needs

M Indus t r i a l Her i tage M Indus t r i a l Her i tage

N Ter raced Mel t i ng Pot N Ter raced Mel t i ng Pot

O L ibe ra l Op in ions O L ibe ra l Op in ions


TYPE A01 A01 Global Power B roke rs

A02 A02 Voices o f Au tho r i t y

A03 A03 Bus iness C lass

A04 A04 Ser i ous Money

B05 B05 Mid-Career C l imbers

B06 B06 Yes ter day ’s Capta ins

B07 B07 D is t i nc t i ve Success

B07 B08 Dormi to ry V i l lagers

B09 B09 Escape t o t he Count ry

B10 B10 Par i sh Guard ians

C11 C11 Squi res Among Loca ls

C12 C12 Count ry Lov ing E lders

C13 C13 Modern Agr ibus iness

C14 C14 Farm ing Today

C15 C15 Up land St ruggle

D16 D16 S ide S t reet S ing l es

D17 D17 Jacks of A l l T rades

D18 D18 Ha rdwork ing Fami l i es

D19 D19 Innate Conservat i ves

E20 E20 Go lden Re t i remen t

E21 E21 Bungal ow Qu ietude

E22 E22 Beachcombe rs

E23 E23 Balcony Downs i ze rs

F24 F24 Garden Suburb i a

F25 F25 Produc t ion Managers

F26 F26 Mid -Market Fami l i es

F27 F27 Shop Floo r A f f luence

F28 F28 As ian A t t a i nment

G29 G29 Foot loose Manage rs

G30 G30 Soccer Dads and Mums

G31 G31 Domest ic Comfo r t

G32 G32 Ch i ldcare Years

G33 G33 Mi l i ta ry Dependants




MOSAIC - - - ST ANDARD (CONTINUED)

H34 H34 Buy- to-Let Te rr i to ry

H35 H35 B rownf ie l d P ioneers

H36 H36 Foo t on t he Ladder

H37 H37 Fi rs t to Move In

I 38 I 38 Se t t led Ex-Tenan ts

I 39 I 39 Choice R ight t o Buy

I 40 I 40 Legacy of Labour

I 41 I 41 St ressed Bor rowers

J42 J42 Worn-Out Worke rs

J43 J43 S t ree twise K ids

J44 J44 New Paren ts in Need

K45 K45 Smal l B lock S ing l es

K46 K46 Tenement L iv ing

K47 K47 Depr i v ed V iew

K48 K48 Mu l t icu l tu ra l Towers

K49 K49 Re-Housed Mig ran ts

L50 L50 Pens ioners in B l ocks

L51 L51 Shel te red Sen io rs

L52 L52 Meals on Wheels

L53 L53 Low Spending Elde rs

M54 M54 C l ock ing Of f

M55 M55 Backyard Regenera t ion

M56 M56 Sma l l Wage Owners

N57 N57 Back- t o-Back Bas ics

N58 N58 As ian Ident i t i es

N59 N59 Low-Key S ta r t e rs

N60 N60 G loba l Fus ion

O61 O61 Conv iv ia l Homeowners

O62 O62 Crash Pad Profess ionals

O63 O63 Urban Cool

O64 O64 Br ight Young Things

O65 O65 An t i -Mate r ia l is ts

O66 O66 Un iv ers i t y Fr inge

O67 O67 Study Buddies





MOSAIC - - - F INANCIAL

GROUP A Success fu l Star t A Success fu l Star t

B Happy Housemates B Happy Housemates

C Surv i v ing Coupl es C Surv i v ing Coupl es

D On the B read L i ne D On the B read L i ne

E F lou r i sh ing Fami l ies E F lou r i sh ing Fami l ies

F Credi t Hungry Fami l i es F Credi t Hungry Fami l i es

G Gi ld-edged L i fes ty le G Gi ld-edged L i fes ty le

H Mid l i fe A f f l uence H Mid l i fe A f f l uence

I Modes t M id- years I Modes t M id- years

J Advanc ing S tatus J Advanc ing S tatus

K Ageing Workers K Ageing Workers

L Weal thy Ret i rement L Weal thy Ret i rement

M E lder l y Dep r iv at ion M E lder l y Dep r iv at ion


TYPE A01 A01 Up & Coming E l i t e

A02 A02 Prof ess iona l So los

A03 A03 Oppor tun i t i es and Overdraf ts

B04 B04 Look ing t o the Fu ture

B05 B05 L imi ted L i ve l i hoods

B06 B06 Caref ree K ick -of f

B07 B07 Books and Beer

C08 C08 Get t i ng By A lone

C09 C09 So l i t ary E f f or t

D10 D10 S t ra in i ng the Budget

D11 D11 Ch i l d- ra i s i ng Cha l lenge

D12 D12 Poor P rospec ts

E13 E13 Ful l y Commit ted Funds

E14 E14 Independent Inves tors

E15 E15 Conf ident Consumers

E16 E16 Fam i l y Focused Finance

E17 E17 Work - l i f e Balance

F18 F18 Overspending Op t im is t s

F19 F19 Savvy B ig Spenders

F20 F20 Downscal e Mor tgagees

F21 F21 Hocked t o t he Hi l t

G22 G22 Cream of the Crop

G23 G23 Corpora te Top Dogs

G24 G24 Smart Money

G25 G25 Proper t y Tycoons

G26 G26 Conse rvat iv e Accumulato rs

H27 H27 Asset - r ich Achieve rs

H28 H28 Dependable Comfo r t

H29 H29 Ra t Race Escapees

I 30 I 30 Convent iona l P rogress ion

I 31 I 31 Caut ious Bor rowers

J32 J32 Venerable Work fo rce

J33 J33 Fami l y Values

J34 J34 On Course f or Ret i remen t

K35 K35 Inadequat e P rov is ions




MOSAIC - - - F INANCIAL (CONTINUED)

K36 K36 Pennywise Economy

K37 K37 Sunset S ing les

K38 K38 Seasoned State Re l iance

L39 L39 Greys in the P ink

L40 L40 Wel l -o f f Down- t raders

L41 L41 Vin t age Coupl es

L42 L42 Low Cash Fl ow E lders

M43 M43 O ld - fash i oned Prudence

M44 M44 Shoes t r i ng Seni ors

M45 M45 Pens ione rs in Need





MOSAIC - - - - PUBLIC SECTOR

GROUP A A Res ident s o f iso la ted ru ra l communi t i es

B B Res ident s o f sma l l and m id -s i zed t owns wi t h s t rong loca l roo ts

C C Wea l t hy people l iv ing in the mos t sought a f ter ne ighbourhoods

D D Success fu l p ro fess ionals l i v ing in subu rban o r semi - ru ra l homes

E E M idd le i ncome fami l i es l i v ing in moderate suburban semis

F F Couples wi t h young ch i ld ren in comfo r tab le modern hous ing

G G Young, we l l -educa ted c i ty dwe l l ers

H H Coup les and young s ing l es in smal l modern s tar t e r homes

I I Lowe r i ncome worke rs i n urban t e r races in o f t en d i verse a reas

J J Owne r occupi ers i n o lde r -s ty le hous i ng in ex - indus t r i a l a reas

K K Res ident s wi th su f f i c ien t i ncomes in r i ght - to- buy soc ia l hous i ng

L L Ac t iv e e lde r l y peop le l iv ing in p leasant re t i rement l ocat ions

M M E lder l y peop le re l i ant on s ta te suppo r t

N N Young peop le ren t i ng f l a ts i n h igh dens i t y soc ia l hous ing

O O Fam i l ies in l ow- r is e soc ia l hous ing wi th h i gh l eve ls o f benef i t need

U Unc lass i f ied

TYPE A01 A01 Rura l f ami l i es wi t h h igh incomes , o f t en f rom c i t y j obs

A02 A02 Ret i rees e lec t ing t o se t t le i n env i ronment a l ly a t t rac t iv e loca l i t ies

A03 A03 Remote commun i t i es wi t h poor access t o pub l i c and commerc ia l se rv i ces

A04 A04 V i l l age rs wi th few we l l pa id a l ter nat iv es to agr icu l tura l employment

B05 B05 Bet ter o f f empty nes te rs i n l ow dens i ty es ta tes on t own f r inges

B06 B06 Sel f employed t rades people l i v ing in smal ler commun i t ies

B07 B07 Empty nes ter owner occup ie rs mak ing l i t t l e use of pub l i c se rv i ces

B08 B08 Mixed communi t i es wi t h many s ing l e peop le in t he cen t res o f smal l towns

C09 C09 Success fu l o l de r bus i ness leaders l i v ing in sought -a f te r suburbs

C10 C10 Weal thy f ami l i es i n subs tant ia l houses wi th l i t t l e communi ty i nvo lvement

C11 C11 Creat iv e p rofess ionals seek ing invo lv ement i n loca l communi t i es

C12 C12 Res iden ts i n smar t c i t y cen t re f l a ts who make l i t t l e use o f publ ic se rv ices

D13 D13 Higher i ncome o lder champions o f v i l l age commun i t ies

D14 D14 O lde r peop le l i v ing in la rge houses in matu re suburbs

D15 D15 Wel l o f f commuters l iv ing in spac ious houses in semi ru ra l se t t i ngs

D16 D16 Higher i ncome fam i l i es concerned wi t h educat ion and careers

E17 E17 Comfor tab ly o f f suburban fami l ies weak ly t i ed to the i r l oca l commun i ty

E18 E18 Indus t r i a l workers l iv ing comfor t ab l y in owner occup ied semis

E19 E19 Sel f re l iant o lder fami l ies i n suburban semis in i ndus t r ia l t owns

E20 E20 Upward l y mob i le South As ian fam i l i es l i v ing in i n te r war suburbs

E21 E21 Midd l e aged f ami l i es l i v ing in less fash ionable i n te r war suburban semis

F22 F22 Busy execu t i ves in town houses in dormi tor y set t l emen ts

F23 F23 Ear ly m idd l e aged pa rent s l i ke ly t o be i nv o lv ed in t he i r ch i ld ren ’s educat ion

F24 F24 Young parents new to the i r ne i ghbourhood , keen t o put down root s

F25 F25 Personnel re l i ant on t he M in is t r y o f Defence fo r publ ic serv ices

G26 G26 We l l educated s ing les l i v ing in pu rpose bu i l t f la t s

G27 G27 C i ty dwel l ers owni ng houses in o lde r ne ighbourhoods

G28 G28 Sing les and sha re rs occupy ing conver ted V ic to r i an houses

G29 G29 Young pro fess iona l fam i l ies set t l ing i n bet te r qua l i t y o lde r te r races

G30 G30 D ive rse commun i t ies o f wel l educa ted s ing les l i v ing in smar t , smal l f l a ts




MOSAIC - - - - PUBLIC SECTOR (CONTINUED)

G31 G31 Owners in smar t purpose bu i l t f l a ts i n p res t ige l ocat ions , many newly bu i l t

G32 G32 Students and o the r t rans ient s ing les in mul t i - le t houses

G33 G33 Trans i ent s ing les , poo r ly suppor ted by f ami l y and ne ighbours

G34 G34 Students i nvo lv ed in co l lege and un ive rs i t y commun i t ies

H35 H35 Ch i l d less new owne r occupiers in c ramped new homes

H36 H36 Young s ing les and share rs rent ing smal l pu rpose bu i l t f l a ts

H37 H37 Young owne rs and ren ted developments o f m ixed tenure

H38 H38 Peop le l i v ing in b rand new res ident i a l deve lopments

I 39 I 39 Young owners and p r i vate rente rs i n i nne r c i t y ter races

I 40 I 40 Mul t i -e thn ic communi t i es i n newe r subu rbs away f rom the inner c i ty

I 41 I 41 Rente rs o f o lder te r r aces in e thn ica l l y d iv erse communi t i es

I 42 I 42 South As ian commun i t i es exper ienc ing soc ia l depr i va t ion

I 43 I 43 Older town cen t res t e r races wi th t rans ient , s ing le popu la t i ons

I 44 I 44 Low income fam i l ies occupy ing poor qua l i t y o l de r te r races

J45 J45 Low income communi t i es re l i ant on low sk i l l i ndus t r ia l j obs

J46 J46 Res iden ts in b lue co l l a r communi t i es rev i ta l i sed by commute rs

J47 J47 Comfor tab ly o f f indus t r i a l worke rs own ing t he i r own homes

K48 K48 Midd l e aged coup les and f ami l i es i n r i ght - t o-buy homes

K49 K49 Low income o lde r couples long es tab l i shed in fo rmer counc i l es ta tes

K50 K50 Olde r f ami l i es i n l ow va lue hous ing i n t rad i t iona l i ndus t r ia l a reas

K51 K51 Of ten i ndebted f ami l i es l iv ing in low r ise es ta tes

L52 L52 Communi t i es o f weal t h y o lder peop le l i v ing in l a rge seas ide houses

L53 L53 Res ident s in re t i r emen t , second home and tou r i s t communi t i es

L54 L54 Ret i red peop le o f modest means commonly l i v ing in seas ide bungal ows

L55 L55 Capabl e o lde r peop le leas ing / owni ng f l a ts i n pu rpose bu i l t b locks

M56 M56 O lder peop le l iv ing on soc ia l hous ing es ta tes wi t h l im i t ed budgets

M57 M57 O ld people in f l a ts subs is t i ng on we l f are payments

M58 M58 Less mobi le o l de r people requi r i ng a degree o f c are

M59 M59 People l i v ing in soc i a l accommodat ion des igned for o l de r peopl e

N60 N60 Tenants i n soc ia l hous ing f l a ts on es ta tes a t r i sk o f ser ious soc ia l p rob lems

N61 N61 Ch i l d less tenants i n soc ia l hous ing f l a ts wi t h modes t soc ia l needs

N62 N62 Young rente rs in f l a t s wi t h a cosmopo l i tan mix

N63 N63 Mu l t i cu l t u ra l t enants rent ing f l a t s i n a reas of soc ia l hous ing

N64 N64 Div erse home sharers rent i ng sma l l f l a ts in dense ly popul a ted areas

N65 N65 Young s ing les in mul t i -e thn ic commun i t i es , many in h igh r ise f l a ts

N66 N66 Ch i l d less , l ow income tenan ts i n h igh r i se f l a t s

O67 O67 Olde r tenants on l ow r ise soc ia l hous ing es ta tes whe re j obs a re sca rce

O68 O68 Fami l i es wi t h v ar ied s t ruc tur es l i v ing on low r i se soc ia l hous i ng es ta t es

O69 O69 Vu lne rab le young parent s need ing subs tan t ia l s t a te suppor t

U99 U99 Unc lass i f i ed




PERSONICX GEO

L IFESTAGE GX: No ch i l d ren in household GX: No ch i l d ren in household

GF: Chi l dren in househo ld GF: Chi l dren in househo ld

GR: Ret i red GR: Ret i red

GM: Mixed codes GM: Mixed codes


AFFLUENCE 1 : H igh income 1 : H igh income

2 : M id- h igh i ncome 2 : M id- h igh i ncome

3 : M idd le i ncome 3 : M idd le i ncome

4 : Low-mid i ncome 4 : Low-mid i ncome

5 : Low i ncome 5 : Low i ncome


CLUSTER GX301 GX301 Adventurous S tudents

GF202 GF202 Hobbies in C i t y Suburbs

GX203 GX203 Soc ia l Exp lo rers

GX304 GX304 Smal l Town Of f i ce Workers

GX105 GX105 Urban Trave l lers

GX506 GX506 St r i v ing S tudents

GF307 GF307 Budge t Fami l i es

GF408 GF408 Income Suppor ted

GF109 GF109 Af f l uen t Modern Fami l i es

GX210 GX210 Heal t hy Urban i t es

GF411 GF411 Fami l y Focus

GF512 GF512 Fu l l Ci t y Homes

GM313 GM313 S ing le S tudents

GF314 GF314 Met ropo l i tan Semis

GX315 GX315 Ci ty S ing le tons

GF216 GF216 Trave l and Timeshare

GM517 GM517 Low Cash, Low Cred i t

GX418 GX418 Va lue Brands and Tablo id s

GF319 GF319 Ci ty Manua l Workers

GX520 GX520 Unemp loyment B lues

GF221 GF221 Rura l Connect ions

GF422 GF422 Ch i ld ren and Camp ing

GM223 GM223 Organic and Urban

GX324 GX324 Independen t Th inke rs

GM225 GM225 Urban Ter races

GF326 GF326 Trad i t i ona l Count ry L i fe

GX127 GX127 Fla ts and Conver t ib les

GF128 GF128 Spend ing Spor t y Fam i l i es

GX229 GX229 Educated Profess iona ls

GF430 GF430 Fac to r ies and Counc i l Es ta tes

GM531 GM531 Rent Books and Benef i t s

GM232 GM232 Heal t hy , Wea l t hy and W ise

GM433 GM433 Jam-packed Househo lds

GM234 GM234 Count ry Pursu i t s

GM235 GM235 Semi -det ached Success

GM336 GM336 Gardeners Wor ld

GX337 GX337 Smal l Town Tradesmen




PERSONICX GEO (CONTINUED)

GM238 GM238 Rura l Coup les Near ing Re t i rement

GM539 GM539 Re t i red Solos on a Ti ght Budget

GM440 GM440 Long S tandi ng Tenants

GM541 GM541 Local L i f e

GM342 GM342 Shrewd So los

GM143 GM143 Gourmet Trave l le rs

GM244 GM244 De tached in t he Ci t y Subu rbs

GR345 GR345 Compan ionsh ip and Coaches

GR346 GR346 W i ld l i f e and t he Env i ronment

GR547 GR547 Smal l Town Bungalows

GR448 GR448 Re t i red and Rura l

GR549 GR549 W idowed and Ret i red

GR250 GR250 Financ ia l l y Savv y Re t i rees

GR551 GR551 Be t t ing and B ingo

GR152 GR152 Organic Suppor ters

GR153 GR153 Mature Conver t i b le D r i ver s

GR354 GR354 Coaches and Conservato r ies

GR355 GR355 Convent iona l Give rs

GR256 GR256 Char i t i es and Trus t Funds

GR557 GR557 Aged in the C i t y Suburbs

GR458 GR458 Gardeni ng and G randchi ld ren

GR559 GR559 Budge t Consc ious Pens ioners

GR560 GR560 Pas tora l Vo lun tee rs





P2, PEOPLE & PL ACES

TREE A Mature Oaks A Mature Oaks

B Count ry Orchards B Count ry Orchards

C B lossoming Fam i l i es C B lossoming Fam i l i es

D Rooted Househo lds D Rooted Househo lds

E Qual i f i ed Met ropo l i tans E Qual i f i ed Met ropo l i tans

F Sen io r Neighbourhoods F Sen io r Neighbourhoods

G Suburban Stab i l i t y G Suburban Stab i l i t y

H New St ar t e rs H New St ar t e rs

I Mul t i cu l tu ra l Cent res I Mul t i cu l tu ra l Cent res

J Urban Producers J Urban Producers

K Weathered Communi t i es K Weathered Communi t i es

L D isadvan taged Househo lds L D isadvan taged Househo lds

M Urban Chal l enge M Urban Chal l enge


BRANCH A01 Wor ld ly Hor i zons A01 Wor ld ly Hor i zons

A02 P rov inc ia l Haves A02 P rov inc ia l Haves

C03 Th r iv ing Fami l i es C03 Th r iv ing Fami l i es

B04 Rura l Comfo r t B04 Rura l Comfo r t

A05 Es tab l i shed Prosper i t y A05 Es tab l i shed Prosper i t y

A06 R ipened Success A06 R ipened Success

C07 Cont ented Fami l i es C07 Cont ented Fami l i es

E08 Urban Pro fess ionals E08 Urban Pro fess ionals

B09 Harder Pas tu res B09 Harder Pas tu res

F10 Richer Ret i red F10 Richer Ret i red

D11 Ma t r imon ia l Homes D11 Ma t r imon ia l Homes

C12 Develop i ng Fami l i es C12 Develop i ng Fami l i es

D13 Es tab l i shed Couples D13 Es tab l i shed Couples

D14 Mu l t ic u l tur a l Fami l ies D14 Mu l t ic u l tur a l Fami l ies

D15 Sk i l led Workers D15 Sk i l led Workers

F16 Asse ted Greys F16 Asse ted Greys

G17 Asp i r i ng S t reets G17 Asp i r i ng S t reets

E18 Cap i t a l Apar tmen ts E18 Cap i t a l Apar tmen ts

G19 Cohab i t ing Suburbs G19 Cohab i t ing Suburbs

F20 Matu re Mobi l i t y F20 Matu re Mobi l i t y

G21 Ma tu re Sat is fac t ion G21 Ma tu re Sat is fac t ion

H22 S tuden t I n t he Commun i t y H22 S tuden t I n t he Commun i t y

G23 Rout ine Fami l ies G23 Rout ine Fami l ies

I 24 Cul t ura l En te rp r i se I 24 Cul t ura l En te rp r i se

H25 Work ing S ing les H25 Work ing S ing les

H26 S tuden t L i f e H26 S tuden t L i f e

J27 L im i ted Labou r J27 L im i ted Labou r

J28 Manuf ac tur i ng Pr ide J28 Manuf ac tur i ng Pr ide

K29 B lue Co l l ar E lders K29 B lue Co l l ar E lders

J30 Counc i l Te rraces J30 Counc i l Te rraces

K31 S t rugg l ing S ing le Parents K31 S t rugg l ing S ing le Parents

L32 Ass is ted Fami l i es L32 Ass is ted Fami l i es

I 33 Mul t i cu l tu ra l Key Worke rs I 33 Mul t i cu l tu ra l Key Worke rs

J34 Young Parent s J34 Young Parent s

M35 Impover ished E lde rs M35 Impover ished E lde rs




P2, PEOPLE & PL ACES

(CONTINUED)

K36 Shel te red S ing les K36 Shel te red S ing les

L37 Depr i ved You th L37 Depr i ved You th

M38 Ha rd to Let M38 Ha rd to Let

L39 Root less Fami l i es L39 Root less Fami l i es

M40 Cramped Fla t s M40 Cramped Fla t s





CAMEO UK

GROUP 1 1 A f f luent S ing les & Coupl es In Exc lus i ve Urban Neighbourhoods

2 2 Weal thy Nei ghbourhoods Nea r ing & En joying Re t i remen t

3 3 A f f luent Home Owning Couples & Fami l ies I n Large Houses

4 4 Subu rban Homeowners I n Smal le r P r i va te Fami ly Homes

5 5 Comfo r tab le Mi xed Tenure Nei ghbourhoods

6 6 Less A f f l uent Fami ly Nei ghbourhoods

7 7 Less A f f l uent S ing les & S tudents I n U rban Areas

8 8 Poorer Whi te & B lue Co l l ar Workers

9 9 Poorer Fami l y & S ing le Parent Househo lds

10 10 Poo re r Counc i l Tenants Inc lud ing Many S ing le Parent s


CATEGORY 1A 1A Opu lent Couples & S ing les In Execut iv e C i ty & Suburban Areas

1B 1B Weal thy S ing les In Sma l l C i t y F la t s & Suburban Terraces

1C 1C Urban L i v ing Profess ional S ing les & Coupl es

1D 1D Weal t hy & Educated S ing les In Student Areas

2A 2A Opu lent Ol der & Ret i red Househo lds I n Spac i ous Rura l Proper t i es

2B 2B A f f l uent Matu re Fami l i es & Coup les In Large Exc lus ive Detached Homes

2C 2C Af f l uen t Matu re Coup les & S ing les Some W i th School Age Ch i ldren

2D 2D Weal t hy Suburban Prof ess ionals In Mi xed Tenure

3A 3A Weal thy O lde r Fami l i es In Spac ious Suburban & Rura l Det ached & Semis

3B 3B Young & Mature Coup les & Fami l i es I n Large Rura l Dwe l l i ngs

3C 3C We l l -Of f Olde r Coupl es & Fam i l i es In La rge Det ached & Semis

3D 3D Weal t hy Mixed Househo lds L iv ing I n Rura l Commun i t ies

4A 4A Execut iv e Households In Suburban Terraces & Semis

4B 4B Profess ional Home Owners In Detached & Semi Suburb ia

4C 4C Wh i te Col la r Home Owners In Oute r Suburbs & Coas ta l A reas

4D 4D Matu re Owner Occup ie rs In Rura l & Coas ta l Nei ghbourhoods

4E 4E Couples & Fami l i es In Modern Rura l & Suburban Developments

4F 4F Mature Coup les & Fami l i es In Mor tgaged De tached & Semis

5A 5A S ing les , Couples & Schoo l Age Fami l i es In Mixed Hous ing

5B 5B Young & O lde r S ing le Mor tgagees & Rent ers In Ter races & Fl a ts

5C 5C Matu re & Re t i red S ing les I n Areas Of Smal l M i xed Hous ing

5D 5D Young & O lde r Househo lds In Coas ta l , Rura l & Suburban Areas

5E 5E Mature Households In Sco t t i sh I ndus t r ia l Suburbs & Rura l Commun i t ies

5F 5F Young & Olde r Househo lds In A reas Of Mixed Tenure

5G 5G O lder Couples & S ing l es In Suburban Fami l y Sem is

6A 6A Less A f f l uent Communi t i es In A reas Of Mi xed Tenure

6B 6B Olde r & Mature Househo lds I n Suburban Semis & Te r races

6C 6C Mixed Househol ds In Most l y Welsh Suburban Commun i t ies & Rura l A reas

6D 6D Coup les & Fam i l ies W i th School Age & Olde r Chi ld ren In Spac ious Semis

6E 6E Mature Households In Less A f f luent Suburban & Rura l A reas

6F 6F Less A f f luent Couples I n Subu rban Fam i l y Ne ighbourhoods

6G 6G Young S ing le & Fami l y Commun i t ies I n Sma l l Te rraces & Rented Fla ts

7A 7A S ing le Mor tgagees & Ren te rs I n P re -School Fam i l y Ne ighbourhoods

7B 7B S ing les & Fami l i es I n E thn ica l l y M ixed Inner Ci t y & Suburban A reas

7C 7C Young Fl a t Dwe l l i ng S ing les & Coupl es In I nner C i t y S tudent Areas

7D 7D Young S ing les , Coup les & S tudents In Urban Areas

7E 7E Young S ing l es In P r i vate l y Ren ted & Hous ing Assoc ia t i on Prope r t i es

8A 8A Poore r Ret i red Househo lds I n Owned & Rented Accommodat ion



8B 8B Olde r & Mature Househo lds I n Suburban Areas Of M ixed Tenure

8C 8C Older Households W i th Schoo l Age Chi ld ren In Towns & Suburbs

8D 8D Poore r Young S ing les I n Suburban Fami l y A reas

8E 8E Mixed Mor tgagees & Counc i l Tenants In Out er Suburbs

8F 8F S ing l es & Couples I n Sma l l Te r raced Proper t i es

9A 9A Poore r S ing les In Ou ter Suburban Fami l y Neighbourhoods

9B 9B Poore r S ing les & Fami l i es In Mixed Tenure

9C 9C Suburban Scot t i sh Households In Smal l Ter races & Fla ts

9D 9D Ethn ica l l y M i xed Young Fami l i es & S ing l es In Ter r aced Hous ing

9E 9E Poore r Coup les & Schoo l Age Fami l i es In Te r raced & Semis

9F 9F F la t Dwel le rs In Counc i l & Hous ing Assoc ia t i on Accommodat ion

9G 9G Young & Older Households I n Hous ing Assoc ia t i on & Mor tgaged Homes

10A 10A H i -R ise Fl a t Dwel le rs I n Cosmopol i t an Areas Of Mixed Tenure

10B 10B Counc i l Tenants & Mor tgagees In Scot t i sh Suburb ia

10C 10C Poore r Mo r tgagees & Counc i l Rente rs I n Fami l y Ne ighbou rhoods

10D 10D S ing les & S ing le Parents I n Suburban H i -Rise F l a ts

10E 10E Matu re Househo lds I n Sma l l Te r races & Semis

10F 10F Poo re r S ing les I n Local Autho r i t y Fami l y Ne ighbourhoods

10G 10G Sing le Rente rs In Mi xed Age Hi -R ise Commun i t i es

XXX XXX Communal Es tab l i shments I n Mixed Ne ighbourhoods


For detai ls of fur ther spec ial i s t t r ack ing surveys, e .g. The Br i t ish Market ing Survey, please refer to the websi te ,

at t he address http: / /www.thebps.co.uk

We always welcome sugges t ions for addi t ions to our surveys – i f you have any spec i f ic r equests , pl ease contact

us a t [email protected]

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