Profiling Calderdale residents
Profiling Calderdale Residents - Mosaic Public Sector from Experian covers the whole of the UK, classifying citizens into 61 types and 11 groups. Once we bought a licence for using Mosaic Public Sector we worked with Experian to profile all Calderdale households. This has given us an overview of our residential population and what groups / types they fall into.
As we have a high proportion of residents in one group, these were split into two groups, giving us 12 groups in Calderdale:
- A Career professionals living in sought after locations
- B Younger families living in newer homes
- C Older families living in suburbia
- D Comfortably well-off close knit and mixed age communities
- E Younger low income families likely to be on income support
- F Lowly paid factory workers in inner city terraces often of South Asian descent
- G People living in social housing with uncertain employment in deprived areas
- H Low income families living in estate based social housing
- I Upwardly mobile families living in homes bought from social landlords
- J Older people living in social housing with high care needs
- K Independent older people with relatively active lifestyles
- L People living in rural areas far from urbanisation
We then had a pen portrait (overview) of each group developed:
Group D
- D Comfortably well-off close knit and mixed age communities
Area Data
- 14.47% Calderdale (16k HH)
- 18.11% Kirklees
- 15.25% Yorks. & Humber
Key Features
- Mixed ages
- Traditional
- Children
- Family close by
- Working family tax credit
- Older houses
- Inactive lifestyles
- Small industrial towns
Mosaic Types
- 21 Respectactable rows
- 22 Affluent blue collar
- 23 Industrial grit
- 32 Dinky developments
Preferred
(Receptive)
channels
- Communal centres
- Telephone
- Internet
- Posters
- Radio
- Local newspapers
Unreceptive
channels
- Heavyweight Magazines
Next steps
Profiling your residents gives you a picture of your groups / types and communities in your area and this may be enough to help you understand more about the lifestyles of your likely audiences. This provides a baseline to assess service profiling against, for example in one of our pilots we wanted to look at how representative our citizens panel is and therefore needed to look at the numbers on the panel in each group against the percentage of that group in Calderdale - see Case studies.
The next step after profiling residents was to understand who uses our individual services and how we can use this information to improve the way we communicate and deliver services.
Summary
- Know what you want to achieve using profiling
- Look at using a proprietary tool such as Mosaic Public Sector
- Profile all households as a starting point to understand your audiences