Mosaic Profiling

Mosaic Profiles Handbook
To download the Mosaic Profiles Handbook PDF click here (it will open in a new window). The PDF is quite large and may take a few minutes to fully download.

What is Mosaic Profiling?
Mosaic Profiling is a system created by Experian, and works by taking each booker's postcode and assigning them with ?group' and ?type' descriptions that explain the likely behavioural trends of the people who live within these postcodes. The Mosaic Profiling datasets refresh twice a year, to keep up to speed on social changes.

How can Mosaic Profiling help me understand my audiences better?
In London, Mosaic Profiling covers 5.8 million households in approximately 370,000 postcodes. Each postcode has been allocated to one of 67 ?types' contained within 15 ?groups'. Experian have built the Mosaic Profiling system through compiling census data, consumer surveys, and the electoral roll among other sources.

The information generated from these sources includes indicators about lifestyle, consumer and leisure habits, education and attitudes, age, employment and ethnicity. In London in particular, Mosaic Profiling also takes account of the complex make-up of communities which is particular to the capital. Essentially, Mosaic Profiling allows us to understand the habits and characteristics of consumers of different artforms, styles and venues.

Let's take the postcode W12 0LN for example. Mosaic Profiling has recognised this postcode as falling within the ?Urban Cool' type, which is part of the bigger ?Liberal Opinions' group. In a nutshell, the Urban Cool type of household falls within an ethnically diverse range of well educated and high earning people, likely to be in their late thirties and early forties. Liberal Opinions very often work in the creative industries and in the professions, and will tend to live in inner London so that they are in easy access of places of work and entertainment. After work, they'll often go out to eat with a friend, maybe catch a theatre performance or watch a film. They are broadly centrist in their views, and will read the FT, Guardian, Independent or Times fairly regularly. Being heavy internet users, they are likely to research and organise their leisure activities using online resources. A full description of the Liberal Opinions type can be found here.

What information do I need to provide to request a Mosaic Profile?
The only data we need from you is a list of all the full postcodes of the bookers you wish to profile. We do not require any other address data. If you would like to know more information about Mosaic Profiling please get in touch with Daniel Cowley, Senior Research Officerat or on

Note: Audiences London uses the most up-to-date version of Mosaic Profiling, also known as Mosaic09. However, we do have access to the older Mosaic03 system. While there is no direct comparison between Mosaic09 and Mosaic03, Experian have mapped the ways in which the old and new groups and types relate to each other. This document is available on request by getting in touch with the Research Team on

Taking it further:
To make use of our expertise in applying Mosaic segmentation to yours arts audiences or visitors, you might want to commission one of our packages giving a Mosaic profile of your existing audiences or the potential audiences around you. It is also a powerful element on out Snapshot London package.