A
5
B
6
7
C
8
9
D
E
F
G
H
I
J
K
L
M
N
O
10
Jeremy and Judith
Group B: Professional Rewards
Type B07: Distinctive Success
Successful business people, often self-made, living in large detached houses in semi-rural locations
0.45%
Overview
Key Features
Married couples with children
Pleasant semi rural settings
Urban style living
Reliant on cars
Some very expensive housing
Company directors
Business owners
Established careers
Expensive foreign holidays
Distinctive tastes
Rankings
Age 42/67
Presence of Children <18 36/67
Household Income 7/67
Gross Financial Assets 4/67
Non-Mortgage Debt 31/67
Typical Houses
Typical Cars
Top Postal Areas
Indebtedness Indicator 65/67
Guildford GU
Level of Urbanisation 58/67
Reading RG
Tunbridge Wells TN
Redhill RH
Chelmsford CM
0.48%
A
5
B
6
7
C
8
9
D
E
F
G
H
I
J
K
L
M
N
O
10
Group B: Professional Rewards
Jeremy and Judith
Type B07: Distinctive Success
Successful business people, often self-made, living in large detached houses in semi-rural locations
0.45%
0.48%
Description
Overview
Distinctive Success typically live in pleasant semi-rural housing mixed with a number of extremely expensive large houses occupied by wealthy families. By contrast
with Serious Money which are mostly found in semi-rural areas which have been largely overtaken by expensive new houses in their own grounds, Distinctive Success
is found in more established semi-rural residential areas.
A key interesting feature of this type is that a much higher proportion tend to be company directors or business owners than professionals or government employees.
This type is located in those parts of South East England which are within an hour's drive of central London, in the villages accessible to Southampton and to Bristol, in
the Cotswolds and to the South West of Birmingham, areas of very attractive country villages which have not been developed as dormitory suburbs where the supply of
period properties does not match the demand for them from higher income commuters. Targeting Distinctive Success therefore reaches a number of very affluent
consumers as well as many well off people, but not exclusively so.
Distinctive Success are typically families whose move to the country occurs once their careers are established and once their children have reached secondary school
age. Many live in these communities only until they reach retirement, and soon after they are likely to move to places which provide better access to shops and public
services.
Although they live in a rural setting, their behaviours remain essentially urban, with weekly visits to the supermarket in the nearest town on which they also rely for
public services and entertainment. People travel to meet friends and relations and often go abroad on expensive holidays. Transport absorbs a high proportion of the
family budget with many households running two or even three cars, particularly where there are grown-up children. As in other wealthy semi-rural areas, large houses
and garages provide storage for a wide range of consumer durables including cycles, boats and barbecues.
Demographics and
Behaviour
Who we are
Distinctive Success are highly educated, high-earning, middle-aged professionals. Most of them are married, but there is a higher than average propensity not to have
children. Most are of British or white European origin, and there is a significant Jewish population here too.
Where we live
Distinctive Success bought their houses and flats in the 1990s or early 2000s, when they had just been built. Some had even been commissioned by their current
residents. They can be found in many parts of England, but are concentrated in the Home Counties, within commuting distance of London by train. These areas are
what is known as the 'stockbroker belt' – often set in rolling green countryside, but much of the productive countryside has given way to golf courses and paddocks for
horses. The houses are large detached properties with many bedrooms, large gardens all round, often with swimming pools, tennis courts and other luxury
appendages. The flats are usually conversions of older manor houses or schools, and appeal to those who want a countryside lifestyle without the concern of
managing a garden.
All of these properties are well-wired for communications and entertainment, and each is like a capsule for its inhabitants. They rarely talk to their neighbours, and apart
from trips to the local supermarket, have little contact with the local community.
How we live our lives
Distinctive Success live luxury lifestyles. They buy only premium foods to cook themselves, and eat out at least once a week. They have staff who help with the
gardens, cleaning and childcare, for the younger families. Their garages have at least two German or Swedish cars in them, usually quite new models. They use these
to drive everywhere, even into London at the weekends when they go shopping or to see a show. They donate large amounts of money to charities, often when asked
to by friends. They also take many holidays, and are likely to have a holiday home somewhere they visit regularly. When at home, they spend lots of time at their
nearest exclusive health club, where the whole family has a pass.
A
5
B
6
7
C
8
9
D
E
F
G
H
I
J
K
L
M
N
O
10
Group B: Professional Rewards
Jeremy and Judith
Type B07: Distinctive Success
Successful business people, often self-made, living in large detached houses in semi-rural locations
0.45%
0.48%
Description
Their media usage is fairly traditional. They read the Telegraph, Times or FT for their news – at least one of these will be delivered in the mornings. They also watch a
couple of hours of television in the evenings – mostly middlebrow fare, but given their houses, it's not surprising that Grand Designs is a favourite. Despite good
Internet connections, few of them spend much time online, though they do check in frequently. They do quite a bit of online shopping, and use the Internet to organise
their personal lives: booking holidays, social events, managing finances and a surprisingly high usage of online dating sites. Their social lives are relatively quiet, and
much of their time is family focused.
How we view the world
Distinctive Success are highly educated, and many have professional qualifications in law, medicine and finance. While they are doing very well in their career, their
ambition has faded, and they are content to remain where they are, although that may not quite be at the top. They prefer being employed to setting up on their own,
and value job security and stability highly. While they think of themselves as being creative, they are also very practical people, and have settled into a life that gives
them what they need to live the way they want to.
As they have aged, their focus has shifted from career ambition to family and community ties. It is important to them to be respected, and to feel part of a social
community. This does not necessarily have to be a geographic one, however, and is often based on ethnicity or religious identity. Distinctive Success tend to be quite
religiously observant, and go to worship on a regular basis. Almost all are Tory voters, and very active in the local party. They have very traditional social views on the
role of women in the home, drug use and the proper way to raise children. They are, however, very tolerant of other cultures and their differences.
How we get by
Distinctive Success have very high incomes. The men tend to be the main earners in the household. Many are directors of companies, in marketing, finance or
consumer goods, while others are high-earning professionals, such as lawyers or accountants. They have well-stocked pension funds of their own and from their
employers. Distinctive Success are also very health-conscious, and many have private medical insurance, and see their doctors regularly.
Distinctive Success are interested in managing their finances, but tend to stay loyal to providers once they have decided, seeing the potential savings of renegotiating
insurance or credit card deals as relatively insignificant. This attitude also extends to benefits – those with children are unlikely to bother claiming their child benefit,
preferring not to engage with the benefit system at all. Many are also buy-to-let landlords, having bought into the property boom of the 2000s with some enthusiasm.
Online Behaviour
Property is important to this type and they browse a range of related websites, from estate agents to house and garden retailers. Their Internet use levels are slightly
above the national average; they shop and bank online, and are likely to research and book holidays via the web. If they have children, these use the Internet for
educational purposes, but also to play games and keep in touch with their friends. Their parents are more likely to browse established news websites and read
specialist publications related to their chosen hobbies, such as cars and sailing.
A
5
B
6
7
C
8
9
D
E
F
G
H
I
J
K
L
N
M
O
10
Jeremy and Judith
Group B: Professional Rewards
Type B07: Distinctive Success
Successful business people, often self-made, living in large detached houses in semi-rural locations
0.45%
0.48%
Who we are
Gender
Marital status
Male
49.95
Married
64.00
Female
50.05
Living as married
4.52
Separated
1.50
Divorced
3.58
Age
18-25
1.46
26-30
1.45
3.93
31-35
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
Widowed
2.40
Never married
24.00
36-40
9.09
Religion
41-45
15.37
Church of England/Anglican/Episcopal
47.90
46-50
13.91
Roman Catholic
6.96
51-55
10.37
Buddhist
0.25
56-60
12.98
Hindu
0.49
61-65
10.67
Jewish
66-70
7.73
Muslim
0.66
71-75
5.29
Sikh
0.30
76-80
4.18
81-85
2.36
86-90
0.81
91+
0.40
0
50
100
150
200
255
1.04
Social grade
279
A
49.84
B
22.73
C1
17.17
C2
2.83
D
2.79
E
4.63
200
0
50
100
150
200
A
5
B
6
7
C
8
9
D
E
F
H
G
I
J
K
L
N
M
O
10
Jeremy and Judith
Group B: Professional Rewards
Type B07: Distinctive Success
Successful business people, often self-made, living in large detached houses in semi-rural locations
0.45%
0.48%
Who we are
Children
Household composition
Households with children
0.24
Single pensioner
15.32
No children
73.97
Single non-pensioner
19.26
1 child under 15
12.73
Exclusively pensioners
9.03
2 children under 15
8.82
Couples without children
22.49
3 or more under 15
4.48
Age of youngest child in years
11.41
0-4
5-11
11.07
12-18
10.42
67.10
No children
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
7.22
Lone parents
4.94
Lone parents with dependent children
2.78
Dependent children - none in employment
0.80
Multi-person household - all students
0.05
Families
38.39
Extended family
7.20
Extended household
7.05
1-4 years
16.33
Pseudo family
7.03
5-9 years
13.41
Single
33.71
10-19 years
17.18
Homesharers
4.46
20 years or more
48.10
Abbreviated families
1.95
208
Under 1 year
Unless otherwise stated, charts show
the Index and Mean %.
13.74
4.99
Length of time married
Understanding Charts
Couples with dependent children
Couples - all children non-dependent
0
50
100
150
200
Unclassified
0.21
Adult children living with parents
11.31
Multigenerational families - elderly relative
2.32
0
50
100
150
200
A
5
B
6
7
C
8
9
D
E
F
G
H
I
J
K
L
N
M
O
10
Jeremy and Judith
Group B: Professional Rewards
Type B07: Distinctive Success
Successful business people, often self-made, living in large detached houses in semi-rural locations
0.45%
0.48%
Who we are
Ethnicity
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
Region of birth
English
73.74
Other EU countries
1.45
Celtic
17.61
Africa
1.19
Irish
6.98
Caribbean
0.12
British
91.37
Cyprus
0.09
Western European
5.10
Eastern European
0.48
Pakistani
0.70
Far East
0.82
Eastern European
1.23
Jamaica
0.05
Italian
1.36
Middle East & Western Central Asia
0.34
Hindi
1.14
South Asia
1.15
Hispanic
0.63
USA
0.50
Sikh
0.50
Other Muslim
0.49
Black African
0.20
Bangladeshi
0.13
Chinese
0.31
Other East Asian
0.25
Greek/Greek Cypriot
0.43
Turkish
0.14
Jewish/Armenian
0.67
Tamil and Sri Lanka
0.13
Somali
0.03
Black Caribbean
0.04
200
0
50
100
150
200
0
50
100
150
200
A
5
B
6
7
C
8
9
D
E
F
H
G
I
J
K
L
M
N
O
10
Jeremy and Judith
Group B: Professional Rewards
Type B07: Distinctive Success
Successful business people, often self-made, living in large detached houses in semi-rural locations
0.45%
0.48%
Where we live
Length of residency
Tenure
Up to 1 year
5.81
Owner occupied
97.95
1-2 years
15.84
Privately rented
1.72
3-5 years
24.67
Council/housing association
0.33
6-8 years
18.00
9-10 years
7.94
11+ years
27.74
1.28
Semi-detached
7.80
£125,001-£150,000
2.17
Bungalow
1.85
£150,001-£180,000
3.81
Terraced
2.61
£180,001-£225,000
7.45
£225,001-£300,000
17.13
268
546
Farm
50
100
150
205
Communal establishments
200
2.38
35.75
Other
0
26.65
5.30
Converted flats
Mean %
12.48%
0.22
0.64
Purpose-built flats
Index
££70,001
£70,001-£100,000
Property type
The Index is shown as a bar, and the
Mean % is shown to the right:
429,373*
£100,001-£125,000
313
Detached
Unless otherwise stated, charts show
the Index and Mean %.
225
Postcode average
55.80
Residence type
Understanding Charts
Property value
2.75
Second home
1.15
Converted or shared house
3.07
£300,001-£400,000
354
23.31
£400,001-£600,000
712
28.44
£600,001-£900,000
913
12.95
£900,001-£1,500,000
504
2.31
³£1,500,001
252
0.29
0
50
100
150
200
Garden
84.95
Has a garden
0
50
100
150
200
*value in £
A
5
B
6
7
C
8
9
D
E
F
H
G
I
J
K
L
M
N
O
10
Jeremy and Judith
Group B: Professional Rewards
Type B07: Distinctive Success
Successful business people, often self-made, living in large detached houses in semi-rural locations
How Green we are
Green classification
Type 01: Eco-evangelists
6.35
Type 02: Convinced consumers
3.44
Type 03: Green but doubtful
13.29
Type 04: Confused but well-behaved
0.35
271
Type 05: Doing their best
30.10
22.73
Type 06: Sceptical libertarians
214
Type 07: Too busy to change
22.65
Type 08: Why should I bother?
0.07
Type 09: Constrained by price
0.81
Type 10: Wasteful and unconvinced
0.21
Carbon footprint
7.30
Property
Transport
6.61
Transport and property
13.91
0
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
50
100
150
200
0.45%
0.48%
A
5
B
6
7
C
8
9
D
E
F
G
H
I
J
K
L
N
M
O
10
Jeremy and Judith
Group B: Professional Rewards
Type B07: Distinctive Success
Successful business people, often self-made, living in large detached houses in semi-rural locations
0.48%
0.45%
How we live our lives
Holidays in last 12 months
Expenditure
Food & non-alcoholic drinks
8.72
1
9.28
Alcoholic drink, tobacco & narcotics
1.46
2
12.91
Clothing & footwear
4.39
3
9.17
Housing (net), fuel & power
7.54
4
7.17
Household goods & services
7.40
5 or more
Health
1.61
Transport
15.74
Communication
1.77
Recreation & culture
12.50
Education
2.04
7.94
Restaurants & hotels
413
Length of holiday
1-3 nights
21.40
4-6 nights
13.38
7 nights
31.41
8-13 nights
11.21
16.46
14 nights
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
12.48%
Index
0
50
100
150
200
236
15-20 nights
Newspapers
Daily Express
6.76
Daily Mail
14.37
Daily Mirror
6.93
Daily Mirror/Record (Net)
8.47
Daily Record
2.05
Daily Star
2.36
The Sun
15.51
Daily Telegraph
278
10.64
Financial Times
1115
0.87
The Guardian
303
2.91
The Independent
262
2.83
The Times
442
7.93
0
50
100
150
200
17.96
1.96
4.19
21 nights or more
0
50
100
150
200
A
B
5
6
7
C
8
9
D
E
F
H
G
I
J
K
L
N
M
O
10
Jeremy and Judith
Group B: Professional Rewards
Type B07: Distinctive Success
Successful business people, often self-made, living in large detached houses in semi-rural locations
0.45%
0.48%
How we live our lives
Satellite and cable TV services
Sport and leisure activities
Terrestrial channels (standard aerial)
1.86
Aerobics/keep fit
3.91
Freeview (set top box/built-in tuner)
45.68
Badminton
2.59
Freesat (set top box/built-in tuner)
0.61
Bowls
2.82
Freesat from Sky
4.97
Bridge
0.53
Other free-to-air channels
4.14
Cycling
6.10
BT Vision
2.99
Darts
3.98
449
Sky
20.71
Golf
4.38
Sky+
11.59
Jogging
2.96
Sky HD
0.69
Martial arts
1.50
Subscription to any Sky
32.98
Mountain biking
1.28
Virgin Media
6.77
Running
2.80
Snooker
4.54
Squash
0.56
Swimming
7.72
Tennis
4.40
Yoga
1.12
Cinema visits in the last month
Not visited the cinema
75.37
Once
19.69
4.94
Twice or more
Attending arts events
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
0
Theatre performance
65.86
Art galleries or exhibitions
49.39
Pop/rock concerts
32.59
245
Jazz music
Mean %
12.48%
Index
0
50
100
150
200
23.83
30.50
Classical music
339
Contemporary dance
0
50
100
150
200
24.88
50
100
150
200
A
5
B
6
7
C
8
9
D
E
F
G
H
J
I
K
L
M
N
O
10
Jeremy and Judith
Group B: Professional Rewards
Type B07: Distinctive Success
Successful business people, often self-made, living in large detached houses in semi-rural locations
0.45%
0.48%
How we communicate
Internet access
Channel preferences - communication
47.48
Every day/most days
Where internet accessed
68.63
Home
Internet café
2.47
Library
6.71
School, college, university
3.44
Work
18.75
By telephone
27.30
By landline telephone
20.02
By mobile phone
7.29
By post
12.20
Through digital TV
5.77
Through internet
32.06
By email
22.67
Channel preferences - purchasing
How we learn about products
26.03
Newspapers
Magazines
31.17
Radio
1.63
Television
29.82
Cinema
0.75
10.61
Internet
0
50
100
150
By telephone
26.96
By landline telphone
22.13
By mobile telephone
4.83
By post
11.02
Through digital TV
0.36
Through internet
48.66
By email
13.01
200
0
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
50
100
150
200
A
5
B
6
7
C
8
9
D
E
F
G
H
I
J
K
L
M
N
O
10
Jeremy and Judith
Group B: Professional Rewards
Type B07: Distinctive Success
Successful business people, often self-made, living in large detached houses in semi-rural locations
0.45%
0.48%
How we view the world
Personal motivations
Personal attitudes
Happy with standard of living
62.10
Discuss major decisions with partner
54.04
Sacrifice time with family to get ahead
9.30
Perfectionist
28.68
Don't want responsibility, rather be told what to do
9.78
Optimist
55.42
Like taking risks
18.79
Usually first to know what's going on
16.39
Like a life of challenge, novelty and change
34.59
Spiritual person
24.48
Look on work as a career, rather than a job
26.64
Don't like to show real feelings
33.75
Go to work for the money
21.97
Find it difficult to say no to their kids
26.25
Want to get to the very top in career
13.22
Easily swayed by other people's views
12.62
Worry about work during leisure time
16.42
Keen sense of adventure
37.89
Would like to set up own business one day
15.49
Enjoy life and don't worry about future
28.50
Important to juggle various tasks
60.91
Like control over people and resources
18.30
Not enough hours in the day
49.96
Loathe doing any form of housework
19.19
Little can be done to change life
12.30
Do things on spur of the moment
41.60
Prefer to work as part of a team than work alone
39.16
Try to keep up with developments in technology
44.68
0
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
50
100
150
200
Worry a lot
30.85
It's important family thinks they're doing well
27.15
Faith is really important to them
22.92
You can judge a person by the car they drive
13.52
0
50
100
150
200
A
5
B
6
7
C
8
9
D
E
F
G
H
I
J
K
L
N
M
O
10
Jeremy and Judith
Group B: Professional Rewards
Type B07: Distinctive Success
Successful business people, often self-made, living in large detached houses in semi-rural locations
0.45%
0.48%
How we get by
Education
Industry
Primary education (left before 16)
0.44
Agriculture, hunting, forestry
Secondary education (left at 16)
15.19
Fishing
0.04
Further education (after 16)
62.80
Mining, quarrying & construction
7.24
University degree & higher
21.58
Manufacturing
9.50
Occupation
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
Managers & senior officials
24.06
Professionals
18.04
Associate professional & technical
15.45
Admin & secretarial
11.39
Skilled trades
9.48
Personal service
6.21
Sales & customer service
5.18
Process, plant operatives
3.43
Elementary occupations
6.77
Higher managerial
7.03
Higher professional
9.50
Lower managerial & professional
23.40
Intermediate
8.75
Small employers & own account
11.19
Lower supervisory
4.28
Semi-routine
6.64
Routine occupations
3.96
0
50
100
150
200
201
3.02
Electricity, gas & water supply
0.61
Wholesale & retail trade, repair of motor vehicles
14.01
Hotels & catering
4.66
Transport storage & communication
5.55
Financial intermediation
4.80
Real estate, renting & business activities
19.21
Public administration & defence
5.18
Education
9.49
Health & social work
10.88
Other
5.80
Manufacturing & mining (females)
6.57
Professional/managerial (females)
33.59
0
50
100
150
200
A
5
B
6
7
C
8
9
D
E
F
H
G
I
J
K
L
M
N
O
10
Jeremy and Judith
Group B: Professional Rewards
Type B07: Distinctive Success
Successful business people, often self-made, living in large detached houses in semi-rural locations
0.45%
0.48%
Our financial circumstances
Debt/Loans
Gross annual household income
Less than £10,000
4.75
Less than £2,000
24.00
£10,000-£19,999
6.40
£2,000-£3,999
4.00
£20,000-£29,999
11.33
£4,000-£9,999
34.00
£30,000- £39,999
12.25
£10,000+
38.00
£40,000-£49,999
13.35
£50,000-£59,999
10.05
£60,000-£69,999
6.22
427
10.24
£80,000-£89,999
516
6.95
£90,000-£99,999
557
3.84
933
14.63
£70,000-£79,999
Over £100,000
Investments
Benefit claimants
All benefits
4.11
Jobseekers allowance
0.49
Incapacity benefits
2.12
Lone parent benefit
0.38
Carer’s benefit
0.40
Disabled benefit
0.44
Severe disability allowance
0.29
Savings account(s)
10.80
Pension credit
2.87
Shares/share options
2.26
State pension
22.99
ISAs
9.55
No savings
24.77
Financial exclusion
4.04
No direct payment account
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Credit and debit cards
1
29.23
2
29.25
3 or more
41.52
Mean %
12.48%
Index
0
0
50
100
150
200
50
100
150
200
Perceived ability to cope
224
Comfortable on income
65.98
Coping on income
24.83
Difficult on income
7.69
Very difficult on income
1.50
0
50
100
150
200
A
5
B
6
7
C
8
9
D
E
F
H
G
I
J
K
L
N
M
O
10
Jeremy and Judith
Group B: Professional Rewards
Type B07: Distinctive Success
Successful business people, often self-made, living in large detached houses in semi-rural locations
0.45%
0.48%
Our vehicles
Number of cars per household
Segment
None
3.86
Basic
1 car or light van
26.65
Executive
52.26
Lower medium
17.23
Luxury
2 cars or light vans
210
3 or more cars or light vans
204
362
Minivan
Age of car
Small
0-3 years
Sports
209
Sports utility
214
3-6 years
6-9 years
Upper medium
10+ years
Unspecified
Purchase type
Brand origin
New
Czech Republic
Used
France
Germany
Fuel type
Petrol
Italy
Diesel
Japan
278
Hybrid electric
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
Other
The Index is shown as a bar, and the
Mean % is shown to the right:
Transport to work
South Korea
Sweden
UK
Mean %
12.48%
Index
0
50
100
150
200
Work at home
15.80
Public transport
8.88
By car or van
70.84
Travel on foot
6.06
0
50
100
150
200
USA
0
50
100
150
200
Supporting Notes
These pages have been designed to help you
understand the essence of each of the groups
and types. We have sought to highlight the key
features which make each group distinctive,
and which would be useful to bear in mind
when devising communications or treatment
strategies. The descriptive pages are
necessarily subjective and are intended to
highlight key issues rather than to be
comprehensive.
We have taken account of a wealth of
information from both census and non census
sources - such as the electoral register,
shareholder and directors' lists, and local levels
of council tax. This information is supplemented
with information from market research surveys
which can be cross tabulated by Mosaic,
including the ONS Annual Expenditure and
Family Survey, University of Essex’s British
Household Panel Survey, Research Now’s
online panel, YouGov’s specialist financial
survey, GfK NOP’s Financial Research Survey,
BMRB’s Target Group Index Survey, Experian
Hitwise’s online competitor intelligence, the
National Readership Survey and the British
Crime Survey.
We have also made use of information cross
tabulated by Mosaic from Experian's lifestyle
questionnaires. To complement this formal
information there is of course a large body of
knowledge, accumulated over the years, on the
relationship between customer behaviour and
previous versions of Mosaic which has been
used to support the patterns highlighted in
these pages.
In building a picture of each of these categories
this wealth of statistical information has been
enhanced by a comprehensive series of visits
to each of the different types of neighbourhood.
Likewise much of the historic context which is
contained within these portraits results from
many decades of geodemographic analysis and
of visits to assess the vitality of different
regions.
Caveats
Clearly not every postcode matches exactly to
just one of the groups and types. These
descriptions are therefore what sociologists
would describe as 'ideal types', pure examples
to which individual cases approximate only with
various degrees of exactness. They focus on
the statistical bias of a type of neighbourhood,
on the demographic categories which are more
numerous there than elsewhere in the area and
which give the neighbourhood its distinctive
character. In addition, because the boundaries
of postcodes and census output areas do not
exactly match boundaries in housing type, it is
inevitable that addresses close to the boundary
of many output areas may in certain cases not
appear to have been allocated to the most
suitable category. There are cases too where
the same types of neighbourhood will contain
people of similar character and behaviour but
living in very different types of accommodation
according to where in the area they may live.
Supporting Notes
Variables - Mean% and Index
Charts are provided for each of the variables used to build and describe the UK
segments. The variables are grouped together by category. For each group, the
charts show the Mean% and Index for each variable.
Understanding Mean% and Index
Mean% show the percentage of this group/type with this characteristic. For
example, consider Residence Type for Group C:
328
Detached
58.39
Semi-detached
10.99
Bungalow
9.51
Terraced
1.88
0
50
100
150
200
This shows that:
58.39% of Group C have a detached house
10.99% of Group C have semi-detached house
9.51% of Group C have a bungalow
1.88% of Group C have a terraced house
The Index shows how the variable compares with all households in the UK.
An Index of 100 is the average. An Index greater than 100 shows that this variable
is over-represented when compared with the average. An Index less than 100
shows that this variable is under-represented when compared with the average.
The Index is shown on the chart as a bar:
Mean%
Index above 100
Index below 100
328
Detached
58.39
Semi-detached
10.99
Bungalow
9.51
Terraced
1.88
0
50
100
150
200
Index 100
(UK average)
The chart shows the Index value from 0 to 200. If the Index value is greater than
200, the bar is shown as 200 along with the exact Index.