the ac rn user gulde - Acorn

1 Theac rn user guldeThe consumer classificationConsumer classification just got smarterConsumer classification just got smarterUser GuideThe consumer classificationWelcomeWelcome to a radical approach to describing customer behaviour 2 Acorn is a segmentation tool which categorises the UK s population into demographic types. Acorn segments households, postcodes and neighbourhoods into 6 categories, 18 groups and 62 ContentsContents Acorn user Guide Introduction 4 1 Affluent Achievers Types 10 A Lavish Lifestyles 11 1 Exclusive enclaves 12 2 Metropolitan money 13 3 Large house luxury 14 B Executive Wealth 15 4 Asset rich families 16 5 Wealthy countryside commuters 17 6 Financially comfortable families 18 7 Affluent professionals 19 8 Prosperous suburban families 20 9 Well-off edge of towners 21 C Mature Money 22 10 Better-off villagers 23 11 Settled suburbia.

2 Older people 24 12 Retired and empty nesters 25 13 Upmarket downsizers 26 2 Rising Prosperity Types 28 D City Sophisticates 29 14 Townhouse cosmopolitans 30 15 Younger professionals in smaller flats 31 16 Metropolitan professionals 32 17 Socialising young renters 33 E Career Climbers 34 18 Career driven young families 35 19 First time buyers in small, modern homes 36 20 Mixed metropolitan areas 37 3 Comfortable Communities Types 40 F Countryside Communities 41 21 Farms and cottages 42 22 Larger families in rural areas 43 23 Owner occupiers in small towns and villages 44 G Successful Suburbs 45 24 Comfortably-off families in modern housing 46 25 Larger family homes, multi-ethnic areas 47 26 Semi-professional families, owner occupied neighbourhoods 48 H Steady Neighbourhoods 49 27 Suburban semis, conventional attitudes 50 28 Owner occupied terraces, average income 51 29 Established suburbs, older families 52 I Comfortable Seniors 53 30 Older people, neat and tidy neighbourhoods 54 31 Elderly singles in purpose-built accommodation 55 J Starting Out 56 32 Educated families in terraces.

3 Young children 57 33 Smaller houses and starter homes 58 4 Financially Stretched Types 60 K Student Life 61 34 Student flats and halls of residence 62 35 Term-time terraces 63 36 Educated young people in flats and tenements 64 L Modest Means 65 37 Low cost flats in suburban areas 66 38 Semi-skilled workers in traditional neighbourhoods 67 39 Fading owner occupied terraces 68 40 High occupancy terraces, many Asian families 69 M Striving Families 70 41 Labouring semi-rural estates 71 42 Struggling young families in post-war terraces 72 43 Families in right-to-buy estates 73 44 Post-war estates, limited means 74 N Poorer Pensioners 75 45 Pensioners in social housing, semis and terraces 76 46 Elderly people in social rented flats 77 47 Low income older people in smaller semis 78 48 Pensioners and singles in social rented flats 79 5 Urban Adversity Types 82 O Young Hardship 83 49 Young families in low cost private flats 84 50 Struggling younger people in mixed tenure 85 51 Young people in small, low cost terraces 86 P Struggling Estates 87 52 Poorer families, many children, terraced housing 88 53 Low income terraces 89 54 Multi-ethnic, purpose-built estates 90 55 Deprived and ethnically diverse in flats 91 56 Low income large families in social rented semis 92 Q Difficult Circumstances 93 57 Social rented flats, families and single parents 94 58 Singles and young families.

4 Some receiving benefits 95 59 Deprived areas and high-rise flats 96 6 Not Private Households Types 98 R Not Private Households 60 Active communal population 61 Inactive communal population 62 Business addresses without resident population Detailed Characteristics for all Acorn Types 100 PageIntroductionNow you can gain real insight and a deeper understanding of consumers and 4 Understanding the needs of consumers and communities is important to both private sector and public service organisations. Acorn helps you to analyse and understand consumers in order to increase engagement with your customers and to deliver successful strategies across all channels.

5 The rise of digital technologies and economic pressures are reflected in the lifestyles, behaviours and socio-economics of consumers. Acorn delivers the opportunity to define and deliver appropriate strategies across all business functions. It provides a detailed understanding of the consumer characteristics of people and places across the is Acorn ? Acorn is a geodemographic segmentation of the UK s population. It segments households, postcodes and neighbourhoods into 6 categories, 18 groups and 62 types. By analysing significant social factors and population behaviour, it provides precise information and an in-depth understanding of the different types of provides a detailed understanding of the people who interact with your organisation. It helps you learn about their relationship with you. This knowledge gives you the opportunity to target, acquire and develop profitable customer relationships and improve service delivery.

6 In the user guide we look at each Acorn type across a wide range of demographic, behavioural and attitudinal attributes. The descriptions of each category, group and type provide an overview of the wider range of topics for which information is and consumer the people that interact with your you can target, acquire and develop profitable customer relationships and improve service For a general understanding of the attributes of households, postcodes and neighbourhoods. Acorn meets the requirements of many organisations. We ensure that the naming typology of Acorn is respectful of all communities. We build specialist Acorns when new segmentations are required rather than renaming and re-branding existing segmentations. We recognise the specialist needs of some business sectors and public policy areas and have developed classifications covering, for example, health, retail and leisure activities as well as Acorn for countries outside the build segmentations tailored to individual clients requirements.

7 Provides client specific classifications to meet a variety of needs where the client holds substantial information on their individual customers at individual, household and postcode level. These segmentations range from using client data to provide a more relevant set of Acorn descriptions, all the way through to fully bespoke segmentations developed to client requirements. For example, using a client s customer transaction and service data. By channel, a segmentation of customers can be built and then overlaid onto the rest of the population showing purchasing potential and channel preferences. can be supplied with an interactive website for use on an organisation s intranet. We supply free Acorn UK datasets at category level for postal sector geography to enable organisations to understand more as to how Acorn would benefit their organisation. To find out your personal Acorn code go to recognise the specialist needs of some business sectors and public policy areas and have developed classifications covering, for example, health, retail and leisure activities as well as Acorn for countries outside the build specialist Acorns when new segmentations are required rather than renaming and re-branding existing Acorn familyIntroductionAcorn is driven by new private and public sector data sources and defines difficult areas with greater 6A wide range of organisations use Acorn to provide an accurate picture of the needs of their customers and local is used to understand consumers lifestyle, behaviour and attitudes, together with the needs of neighbourhoods and people s public service needs.

8 It is used to analyse customers, identify profitable prospects, evaluate local markets and focus on the specific needs of each catchment and can learn more about your business by adding Acorn codes to a customer database. You can also identify prospects who resemble your best assessing the Acorn mix of residents of a local neighbourhood you can define the residents demand for products and services in any local area and compare it to any other area in the UK. How can you use Acorn ? Acorn is licensed from CACI as a dataset of households and postcodes coded by Acorn categories, groups and types or as counts of population and household by Acorn type for any geographic area. Our consultants have experience in applying Acorn to a range of issues. If you wish to discuss the most appropriate segmentation for your needs please contact us or for details of licence fees please email or call us on 0800 181 understand consumer behaviour and a community s public service in unprecedented levels of accuracy which can be kept up to date for years to We use a specialist team of CACI experts to develop Acorn .

9 No other organisation has as many people with experience in developing and applying geodemographic segmentation tools. Acorn is built from a combination of government data and consumer research data. CACI has created a unique and radically different approach to geodemographics. This takes advantage of the new data environment created by government policies on Open Data. To keep Acorn fully up to date we take advantage of new data immediately it becomes Acorn MethodologyCACI has pioneered a radical departure from the traditional approach to building geodemographic segmentations. The traditional approach is to build the structure of segmentation and assign postcodes or households to the types by always using the same data and the same single algorithm. Our new approach to geodemographics rejects a one size fits all approach in favour of using the best method appropriate to the circumstances.

10 We use different data and statistical models, if we can demonstrate the results are better. This makes Acorn more alternatives were to reject all information that was not perfect across the whole of the UK, or to create different algorithms according to the available data. We chose to make use of all data that gave a measurably better details are available in CACI s AcornTechnical guide, which is available on guide describes the methodology behindAcorn, the data used, and the process bywhich Acorn is regularly new approach to geodemographics rejects a one size fits all Acorn is builtCategory 1 Affluent Achievers A Lavish LifestylesB Executive WealthC Mature MoneyCategory 1 Category 1 Affluent AchieversThese are some of the most financially successful people in the UK. They live in wealthy, high status rural, semi-rural and suburban areas of the country. Middle aged or older people, the baby-boomer generation, predominate with many empty nesters and wealthy retired.