Segmentation

Last updated: 2011-10-24 17:44:13
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1. Introduction to Mosaic

In 2010, we were looking at ways to improve our understanding of the different sub-groups of the Tees population.  This effort was stimulated not only by the World Class Commissioning process but also by the recommendations of the Health Inequalities National Support Team (Department of Health).

We’re now using a system called MOSAIC that provides a much wider and deeper view of the social structure using a variety of national data sets that are combined into one.  This allows us to see where very different social groups are dominant including the following typical examples:

  • Elderly people reliant on state support
  • Middle income families in moderate suburban semis
  • Lower income workers in urban terraces
  • Families in low rise social housing

Knowing where such different social and ethnic groups are located has many potential applications including such things as:

  • Better targeting of health advice that is appropriate to needs
  • Understanding how screening uptake or immunisation rates vary
  • Knowing in which specific groups the DNA rates are worst

Please select the link below to give a more detailed explanation of what MOSAIC is, and what it can do:

  /images/ckfiles/files/Handout.doc

 

 

Last updated: 24/10/11

2. Mosaic structure

Mosaic public Sector uses a three-tier approach to the area profiling, this consists of 7 ‘Super groups’, 15 ‘Groups’ and 69 ‘Types’. The names of all of the groups are listed below:

Super Groups:

A Rural and small town inhabitants
B Affluent households
C Middle income families
D Young people starting out
E Lower income residents
F Elderly occupants
G Social housing tenants

Groups:

A Residents of isolated rural communities
B Residents of small and mid-sized towns with strong local roots
C Wealthy people living in the most sought after neighbourhoods
D Successful professionals living in suburban or semi-rural homes
E Middle income families living in moderate suburban semis
F Couples with young children in comfortable modern housing
G Young, well-educated city dwellers
H Couples and young singles in small modern starter homes
I Lower income workers in urban terraces in often diverse areas
J Owner occupiers in older-style housing in ex-industrial areas
K Residents with sufficient incomes in right-to-buy social housing
L Active elderly people living in pleasant retirement locations
M Elderly people reliant on state support
N Young people renting flats in high density social housing
O Families in low-rise social housing with high levels of benefit need

Types:

 Group A - Residents of isolated rural communities
A01 Rural families with high incomes, often from city jobs
A02 Retirees electing to settle in environmentally attractive localities
A03 Remote communities with poor access to public and commercial services
A04 Villagers with few well paid alternatives to agricultural employment
 
 Group B - Residents of small and mid-sized towns with strong local roots
B05 Better off empty nesters in low density estates on town fringes
B06 Self employed trades people living in smaller communities
B07 Empty nester owner occupiers making little use of public services
B08 Mixed communities with many single people in the centres of small towns
 
 Group C -Wealthy people living in the most sought after neighbourhoods
C09 Successful older business leaders living in sought-after suburbs
C10 Wealthy families in substantial houses with little community involvement
C11 Creative professionals seeking involvement in local communities
C12 Residents in smart city centre flats who make little use of public services
 
 Group D - Successful professionals living in suburban or semi-rural homes
D13 Higher income older champions of village communities
D14 Older people living in large houses in mature suburbs
D15 Well off commuters living in spacious houses in semi rural settings
D16 Higher income families concerned with education and careers
 
 Group E - Middle income families living in moderate suburban semis
E17 Comfortably off suburban families weakly tied to their local community
E18 Industrial workers living comfortably in owner occupied semis
E19 Self reliant older families in suburban semis in industrial towns
E20 Upwardly mobile South Asian families living in inter war suburbs
E21 Middle aged families living in less fashionable inter war suburban semis
 
 Group F - Couples with young children in comfortable modern housing
F22 Busy executives in town houses in dormitory settlements
F23 Early middle aged parents likely to be involved in their children's education
F24 Young parents new to their neighbourhood, keen to put down roots
F25 Personnel reliant on the Ministry of Defence for public services
 
 Group G - Young, well-educated city dwellers
G26 Well educated singles living in purpose built flats
G27 City dwellers owning houses in older neighbourhoods
G28 Singles and sharers occupying converted Victorian houses
G29 Young professional families settling in better quality older terraces
G30 Diverse communities of well educated singles living in smart, small flats
G31 Owners in smart purpose built flats in prestige locations, many newly built
G32 Students and other transient singles in multi-let houses
G33 Transient singles, poorly supported by family and neighbours
G34 Students involved in college and university communities
 
 Group H - Couples and young singles in small modern starter homes
H35 Childless new owner occupiers in cramped new homes
H36 Young singles and sharers renting small purpose built flats
H37 Young owners and rented developments of mixed tenure
H38 People living in brand new residential developments
 
 Group I - Lower income workers in urban terraces in often diverse areas
I39 Young owners and private renters in inner city terraces
I40 Multi-ethnic communities in newer suburbs away from the inner city
I41 Renters of older terraces in ethnically diverse communities
I42 South Asian communities experiencing social deprivation
I43 Older town centres terraces with transient, single populations
I44 Low income families occupying poor quality older terraces
 
 Group J - Owner occupiers in older-style housing in ex-industrial areas
J45 Low income communities reliant on low skill industrial jobs
J46 Residents in blue collar communities revitalised by commuters
J47 Comfortably off industrial workers owning their own homes
 
 Group K - Residents with sufficient incomes in right-to-buy council houses
K48 Middle aged couples and families in right-to-buy homes
K49 Low income older couples long established in former council estates
K50 Older families in low value housing in traditional industrial areas
K51 Often indebted families living in low rise estates
 
 Group L - Active elderly people living in pleasant retirement locations
L52 Communities of wealthy older people living in large seaside houses
L53 Residents in retirement, second home and tourist communities
L54 Retired people of modest means commonly living in seaside bungalows
L55 Capable older people leasing / owning flats in purpose built blocks
 
 Groups M - Elderly people reliant on state support
M56 Older people living on social housing estates with limited budgets
M57 Old people in flats subsisting on welfare payments
M58 Less mobile older people requiring a degree of care
M59 People living in social accommodation designed for older people
 
 Groups N - Young people renting flats in high density social housing
N60 Tenants in social housing flats on estates at risk of serious social problems
N61 Childless tenants in social housing flats with modest social needs
N62 Young renters in flats with a cosmopolitan mix
N63 Multicultural tenants renting flats in areas of social housing
N64 Diverse homesharers renting small flats in densely populated areas
N65 Young singles in multi-ethnic communities, many in high rise flats
N66 Childless, low income tenants in high rise flats
 
 Group O - Families in low-rise council housing with high levels of benefit need
O67 Older tenants on low rise social housing estates where jobs are scarce
O68 Families with varied structures living on low rise social housing estates
O69 Vulnerable young parents needing substantial state support

Last updated: 24/10/11

3. Mosaic interactive guide

The Interactive Guide provides you with a wealth of information to highlight the key features which make each segment distinctive, to help you visualize the segmentation data and understand the essence of each segment.

Please use link below to view the interactive guide:

http://guides.business-strategies.co.uk/mosaicpublicsector2009/html/visualisation.htm?011122

Use the "? Help" section to see how to use this guide (You can only type in 5 post-codes a day)

Last updated: 24/10/11

4. Mosaic profile tools

Population

The Population profiler tool is available to view all of the districts in the UK and all of the wards in Tees. You can see the populations of these areas, and how these populations are split accross the mosaic groups and types.

Please select the link below to view the Mosaic Population profiler tool:

/images/ckfiles/files/Mosaic Public Sector Profiler - TEES WARDS.xls

For instructions on how to use this, please contact James O'Donnell on 01642 745204

Last updated: 24/10/11