I was watching a TV show yesterday evening called History of Now – The Story of the Noughties (BBC2 10pm) which mentioned a piece of software called Mosaic invented in the 2000s. Mosaic is a product from Experian that classifies the entire country into 11 main groups of people, with 61 subgroups, and is based primarily on where people live (i.e postcodes). The system helps the media, politicians and shops target certain products/messages at certain groups of people. During elections, for example, it’s vital to know where the undecided voters live and what category they fall into so politicians can target campaigns effectively. Online retailers need to know the best postcode areas to send their catalogues to get maximum profit and supermarkets need to know whether to sell more bumper family packs or microwave meals for 1.

Since Mosaic is propriety software there isn’t much information on it apart from a tiny Wikipedia article and on which seems to be a Nottingham website with very detailed Mosaic postcode maps and PDFs describing all the different types. I’m surprised there aren’t any online quizzes to find out which category you fall into. Maybe if I am truly bored I might come up with one since I can access all the PDFs from Nomadplus and just need to tediously catalogue all the different group attributes.

Here are the 11 overall groups. I’m sure most of the people who read this blog (i.e. my friends) will fall into E: Urban Intelligence – ‘Educated, young, single people living in areas of transient populations.’ I have listed the seven subgroups here with their PDF descriptors:

E28 Counter Cultural Mix – Neighbourhoods with transient singles living in multiply occupied large old houses

E29 City Adventurers – Economically successful singles, many living in privately rented inner city flats

E30 New Urban Colonists – Young professionals and their families who have gentrified older terraces in pre 1914 suburbs

E31 Caring Professionals – Well educated singles and childless couples colonising inner areas of provincial cities

E32 Dinky Developments – Singles and childless couples in small units in newly built private estates

E33 Town Gown Transition – Older neigbourhoods increasingly taken over by short term student renters

E34 University Challenge – Halls of residence and other buildings occupied mostly by students

Which does your household fall into? I think I’m Town Gown Transition, since I obviously rent in a student area built in the late 1800s / early 1900s.

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