Member Insight Report

SAMPLE CLUB

MOSAIC FAMILY TREE We then turn to Mosaic to understand more about who these members are, in demographic terms. Let’s take a really quick look at how Mosaic works. Building on a 30-year track record of identifying changes in the structure of UK society, Mosaic synthesises over 850m pieces of information to create an easy-to-understand segmentation that allocates 51m individuals and 25m households into one of 15 Groups (shown below, with further detail in the appendix), which in turn break down into 66 detailed Types.

YOUR AREAS OF STRENGTH – MOSAIC GROUPS So, what have we discovered in this report? First, let’s look at the level of Mosaic groups for a broad overview of your members. In the chart overleaf, the first column lists the Mosaic groups, with subsequent columns showing the number of members in your catchment who fall into each group, and the % of your membership this represents. We then share the same figures for your catchment, showing how many individuals aged 15+ belong to each Mosaic group in your catchment area, and the % of the total adult population this represents. The final couple of columns show how well your facility penetrates each Mosaic group – i.e. what proportion of each population group are already members – and how your site therefore indexes for this Mosaic group compared to the total catchment population. An index of 100 means the percentage of members in this Mosaic group is equal to the percentage of the population in that group. An index below 100 means the percentage of members in the group is lower than in the population as a whole; the group is under-represented in your facility. Anything indexing over 100 means you perform particularly well for that group; your product already appeals to them and has attracted them as members. Represented visually in the coloured bars to the right of the chart, these are the bars that extend right of the centre point. In many cases, this is where the low-hanging fruit is to be found – among the groups that are over-represented in your site. With your product already proven to appeal to these profiles, there is a strong opportunity to drive your penetration rate even higher among these groups.

The family tree below illustrates the major demographic and lifestyle polarities between the Mosaic types, and shows how the Mosaic types relate to each other.

Family Tree

The family tree illustrates the major demographic and lifestyle polarities between the Mosaic Types, and shows how the Mosaic Types relate to each other.

Affluent

Independent

Homeowners

B05

B08

B06

A01

C10 C123

B07

A02

B09

G26

C12

C12 N57

G27

E18

G28

C11

A03

N58

G29

E21

F25

N59

H30

D14

A04

H31

F24

E20

N60

H33

F23

DC152

D16

O62

H34

H32

F22

E19

H35

O61

C12 D17

O64

O65

M56

M55

M54

J42

L51

O63

J41

I37

I38

L53

O66

J40

I36

L50

I39

K44

J43

L52

K45

K48

L49

K46

K47

Supported

Limited Resources

Renters

Mosaic UK

MEMBER INSIGHT REPORT

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