Acorn 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
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What is it?
Acorn is a population segmentation service that breaks down UK households by postcode into a set of Categories, Groups and Types – creating 56 demographic profiles in all. These describe in detail the likely lifestyles, habits and preferences of people living in different areas. This geo-demographic profiling tool is used within the Area Profile Reports. An alternative geo-demogrpahic profiling tool commonly used by us for London is Mosaic.
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 Acorn Categories, Groups and Types present in this audience.
For more information download the User Guide from our resources section or visit the Acorn website.