Mosaic UK 2009 Profiling
Geo-demographic profiling to help you understand your audiences motivations, lifestyles and propensity to engage with the arts within a catchment area.
If you’re interested in this tool and would like to know more, contact Dan Cowley at /
What is it?
Mosaic is a population segmentation service that breaks down UK households by postcode into a set of Groups and Types – creating 67 demographic profiles in all. These describe in detail the likely lifestyles, habits and preferences of people living in different areas. We have found that the Mosaic profiles provide the most comprehensive geo-demographic segmentation of London audiences. Acorn is an alternative geo-demographic profiling tool we also offer
What can you use it for?
- Understanding your audiences
- Identifying propensity to engage with culture
- Identifying hot-spots
- Understanding cold-spots
- Targeting to post-code level
- Selecting promotional/advertising media
- Selecting marketing messages
How does it work?
You provide us with a set of patron data of addresses and full postcodes, either for your whole audience or part(s) of it ie. for a particular artform or event. We usually require at least 1,000 UK postcodes to build a solid profile. We then use this data to create a profile of the different Mosaic Groups and Types present in this audience.
We can also set this against the London-wide benchmarks (from Snapshot London), helping you understand your audience’s characteristics and likely behaviour in context.
Alternatively we Mosaic profile a particular area to help you identify potential as part of a catchment area analysis. This information can become more powerful if you combine it with other tools eg. with Snapshot London profiling giving a picture of propensity to engage with culture alongside Mosaic Types with the highest propensity to engage with culture.
All of these insights will be displayed as tables, charts and maps, for a vivid picture you can share with colleagues, put on the wall and use for planning. Additional maps can be provided – pinpointing your patrons as a whole or by Mosaic Type. We’ll add in a short commentary, drawing on our London-wide knowledge to highlight the Mosaic Types you could consider working with, and some ideas for engaging with them.
Click here for more information about Experian's Mosaic UK 2009