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How can Mosaic UK
help you?
Our objective is to provide you with the best customer
classifications to help your business grow.
Why Experian?
Over the last 25 years Experian has established itself as
a leading global provider of consumer classifications.
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Data components
Classification Data The remaining 38 per cent of the
A total of 440 data elements have data are sourced from Census current
been used to build this latest version year estimates that Experian has
of Mosaic UK. These have been produced by utilising its wealth of
selected as inputs to the classification data assets to track change in key
on the basis of their volume, quality, 2001 Census variables.
consistency and sustainability.
These estimates provide an accurate
To be input into the classification, and up-to-date measure of the key
these data must enable accurate demographic characteristics of local
identification of, and the discrimination areas and address changes that have
between, a wide range of consumer taken place since the 2001 Census.
behaviours. It must also monitor
change over time to ensure an All of the information used to build
accurate assignment of a Mosaic Mosaic is continuously updated.
UK code to a person, household This enables Experian to verify and
address or postcode. update the classification twice a year.
descriptive data.
products, brands and media
• Experian Hitwise’s online
competitor intelligence of
8 million internet users
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Resolution
The Mosaic UK classification is
built by one of the world’s most
experienced consumer segmentation
modelling teams.
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Mosaic UK
groups and
types
This latest version of
Mosaic UK classifies
consumers in the United
Kingdom into one of 67
types and 15 groups.
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The Mosaic UK family tree
The Mosaic UK family tree illustrates the major
demographic and lifestyle polarities between the
groups and types, and shows how the Mosaic types
relate to each other.
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Mosaic UK Group A: Alpha Territory Group B: Professional Rewards
groups and
types
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Group C: Rural Solitude Group D: Small Town Diversity Group E: Active Retirement
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Group F: Suburban Mindsets Group G: Careers and Kids
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Group H: New Homemakers Group I: Ex-Council Community Group J: Claimant Cultures
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Group K: Upper Floor Living Group L: Elderly Needs
Not necessarily living in housing of their own Elderly Needs are found in a mix of different
choice, many residents are disadvantaged types of accommodation. These range from
by living among neighbours who suffer high nursing homes and sheltered accommodation
levels of vulnerability. On the other hand, in serviced by a resident warden, to homes
those parts of London where money has been designed for semi-independent older people,
invested in the renovation of these blocks, such as modest bungalows on a council
some of the flats have been sold to private estate. These neighbourhoods are scattered
owners and can prove attractive to young throughout the country but with notable
professionals as an alternative to buying a concentrations in the UK’s principal coastal
flat in a more modern block a long commute retirement destinations, in Northern industrial
away from their jobs in central London. cities and in Scotland.
Consumers in this type generally do not have a A key characteristic of this group is its lack of
lot of money to spend, and with limited incomes familiarity with information technology and its
much effort is devoted to the achievement dependency for information on television and
of basic necessities. Convenience food is daily newspapers rather than the internet.
purchased on a daily basis from local discount
stores, and alcohol and cigarettes consumes a Many people continue to shop in local
much higher proportion of the household budget. neighbourhood centres, and groceries are
purchased in small amounts on a regular basis
Little money is spent on the purchase of large from local independents that they trust.
household appliances or electronic equipment
and many households do not have access to A critical problem confronted by many
a personal computer. Readership of tabloid members of this group is the difficulty they
newspapers and watching TV is popular. have in identifying best value for money from
If funds are available, time is spent in the the proliferating number of options offered by
pub, going to the cinema or clubs. suppliers. As a result many people maintain
their loyalty to well-established brands that
Limited incomes and the challenges faced by they may have bought for many years rather
budgets means that people in this group tend than switching to new and unfamiliar products.
not to qualify for a credit card and some do not
have a current account. This makes cash an They respond to direct mail or national
important medium of exchange. newspaper advertising with clearly stated
benefits and testimonials rather than heavy
This is a group of people that is characterised lifestyle content.
by a culture of dependency and has no family
or community structures to provide a sense The principal interests of this group tend to
of social cohesion. be food, grandchildren and socialising with old
and trusted friends. Those who can do so enjoy
reading or walking the dog. Knitting and bingo
are commonly cited as leisure activities.
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Group M: Industrial Heritage Group N: Terraced Melting Pot Group O: Liberal Opinions
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Copyright 2010 Experian Ltd, Copyright NAVTEQ 2009, Based upon Crown Copyright material, satellite Image is Property of Getmapping
Copyright 2010 Experian Ltd, Copyright NAVTEQ 2009, Based upon Crown Copyright material
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Copyright 2010 Experian Ltd, Copyright NAVTEQ 2009, Based upon Crown Copyright material, (c) OS Crown copyright
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Copyright 2010 Experian Ltd, Copyright NAVTEQ 2009, Based upon Crown Copyright material
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Complementary data
Mosaic Segments – in association Mosaic Global is based on the simple
with this latest version of Mosaic proposition that the world’s cities
UK we have also created Mosaic share common patterns of residential
UK segments, a set of 252 household segregation. Using highly localised
and postcode consumer sub-types statistics, Experian has identified 10
created using input data from Mosaic. distinctive residential types each with
Mosaic Segments enables you to its own set of values, motivations,
compile your own segmentation and consumer preferences.
solution for a specific target audience
whilst retaining the link with Mosaic. The Mosaic Global groups are
consistent across the countries and
Mosaic Factors – is our distillation can be used to classify over a billion
of the underlying data used to build of the world’s consumers.
Mosaic UK, summarised into six
continuous non-correlated variables
that are ideal for statistical modelling.
The variables are high status/low
status; cosmopolitan/provincial;
Visualisation
children/elderly; youth/maturity;
self-employed/employed; To illustrate the classification and make Mosaic UK
student/traditional. easy to use, we have created a comprehensive set of
These are available by postcode for support materials.
appending to customer files.
Mosaic Interactive User Guide – Mosaic Handbook – a detailed
Mosaic Global the Mosaic Interactive User Guide electronic guide to Mosaic UK
The family of Mosaic classifications provides a rich and colourful guide that provides a background to the
covers 29 countries including most of to the Mosaic UK classification typology, the list of the variables
Western Europe, the United States, using a mix of visual, descriptive and used to build the classification,
Australia and the Far East. Available statistical information. Available a key to the structure of the groups
countries are: online or for loading onto your PC, and types, and detailed illustrations
you can use it everyday to help you of the demographic and lifestyle
Australia Netherlands
interpret Mosaic. characteristics of each neighbourhood.
Austria Norway
Belgium New Zealand To access the guide visit our web site Mosaic Flipchart – a desktop guide
Brazil Poland
www.experian.co.uk/mis that provides users with a synopsis
of the Mosaic UK neighbourhoods,
Canada Republic of Ireland (ROI) their text descriptions, photographs,
Czech Republic Romania demographic and lifestyle profiles.
Denmark Scotland
Finland Singapore
France Spain
Germany Sweden
Greece Switzerland
Hong Kong Taiwan Mosaic UK is available as
either a person, household
Israel United Kingdom
Italy United States
Japan
or postcode database.
To link each of these classifications
Experian has created Mosaic Global.
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Access
Mosaic UK Database is available The Micromarketer Suite is
as either a person, household or Experian’s family of customer
postcode database. The household profiling, local area analysis and
database is a uniquely formatted mapping software tools. Ranging from
and compressed data file of all UK simple data visualisation and online
household addresses inclusive of their customer profiling or geographical
Mosaic code. Simple text-matching of analysis, through to sophisticated
a customer’s address with Experian’s desktop-based sales performance
Mosaic household directory allows and geographical modelling, it is
each customer record to be enriched provided inclusive of Mosaic UK
with the appropriate Mosaic code. and helps you understand more
The Mosaic UK postcode database about the behaviour of customers,
includes all UK postcodes with their locations and markets.
Mosaic code. Customer files can
be enriched with a Mosaic code iMarketer is Experian’s high
by simply matching the postcode performance analysis, reporting
from a customer record to the and campaign execution software,
Experian directory. that provides easy access to large
data sets giving freedom to analyse
iCoder software is a wizard-based customer transactions, products/
desktop application which uses stock and outlets. Available in
Experian QAS’ award winning association with Mosaic it optimises
data cleansing software, to validate decision making and supports
and improve the quality of customer campaign management.
name and address files, and append
Experian consumer segmentation Experian’s Digital Advertising Service
data. iCoder identifies each individual allows advertisers and media owners
by matching the name and address to to target consumers across all digital
Experian’s underlying Consumerview channels in a secure, compliant and
database trusted way. It incorporates the use
of Mosaic and allows digital media
When matching has been completed, companies to enhance audience
iCoder appends any of Experian’s targeting and increase response
consumer segmentation including through the delivery of more relevant
Mosaic UK to the data selected by advertising.
the user, enabling you to enrich your
data and helping you understand
more about your customers.
To find out more information about how Mosaic can be used in your organisation
visit www.experian.co.uk/mis
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Experian’s Marketing
Services
Mosaic UK is available across a wide range
of complementary marketing services that can
help you understand your customers, increase the
effectiveness of your communication and measure
the impact of your activity.
Data cleaning, verification Email fulfilment
and enhancement Experian CheetahMail is the
Mosaic UK is available as part of trusted service provider of email
Experian QAS’ award winning software marketing and customer intelligence
solutions that help you technologies. It enables clients
to find, capture, clean and enhance to build data-driven, relevant
your name, and address information, as relationships with their customers
well as verify your contacts’ identities. using email fulfilment. This includes
This helps organisations maintain and the use of Mosaic UK to help provide
improve the quality of their contact data targeted email solutions that can
and provides detailed information on the improve response and maximise
demographics and lifestyles the return on investment.
of their customers. www.cheetahmail.co.uk
www.qas.co.uk
Online intelligence
Prospect information Experian Hitwise is the UK’s leading
Experian’s demographic and lifestyle online competitive intelligence
data gives you access to prospect service, providing daily insights
information on over 24 million on what more than 8 million UK
households and 40 million people. internet users are doing online. This
Updated on a monthly basis, data unprecedented volume of internet
may be selected using a variety of usage data is designed to help
demographic and lifestyle information marketers better plan, implement
including the latest version of and report on a range of marketing
Mosaic UK. programs. Available as part of the
www.experian.co.uk/mis Experian Hitwise service, Mosaic
UK enables users to identify top
performing sites that attract your
most desirable customers and
instantly provides data on the
types of customers that visit your
Mosaic UK provides you with site as well as competitors.
www.hitwise.com
a deeper understanding of
your customers, enabling you
to optimise the value of your
marketing communications
and improve the return on
your investment.
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About Experian
Experian is a global leader in providing information,
analytical and marketing services to organisations
and consumers to help manage the risk and reward
of commercial and financial decisions.
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www.experian.co.uk/mis
MCDS 09/06/10