SAMPLE CLUB
YOUR MOSAIC TYPES But as we say, it’s Mosaic types that our latent demand reports really focus on. So, what does your catchment look like at this more detailed level? As previously, after listing the Mosaic types – all 66 of them – the following chart shows the number of people of that type within your catchment, the % of your catchment population that represents, the same two figures for England as a whole, and finally how your catchment therefore indexes against the national norm. As with the groups, any type indexing over 100 means they’re over-represented in your catchment compared to national norms; when you hit an index of 200+, you really want to sit up and take notice! We do, however, suggest you take account of total numbers in your catchment, as well as the index. Our advice: first look for any types weighing in at over 5% of your catchment population. Then look at the index, to see if this means the type is over-represented in your area. If both numbers are significant, you definitely need to know about these people! MOSAIC TYPE PROFILE OF CATCHMENT POPULATION Sample Club
Target:
Adult (15+) population within two-mile catchment area
Base:
Adult (15+) population in England
Mosaic Type Mosaic Type
Target Target
% Base % Pen Index
0
50
100
150
200
A01 World-Class Wealth A02 Uptown Elite A03 Penthouse Chic A04 Metro High-Flyers B05 Premium Fortunes B08 Bank of Mum and Dad B09 Empty-Nest Adventure C10 Wealthy Landowners C12 Scattered Homesteads C13 Village Retirement B06 Diamond Days B07 Alpha Families C11 Rural Vogue D14 Satellite Settlers D15 Local Focus D16 Outlying Seniors D17 Far-Flung Outposts E18 Legacy Elders E19 Bungalow Haven E20 Classic Grandparents F22 Boomerang Boarders F23 Family Ties F24 Fledgling Free F25 Dependable Me E21 Solo Retirees G26 Cafés and Catchments G27 Thriving Independence G29 Mid-Career Convention H30 Primary Ambitions G28 Modern Parents H32 First-Rung Futures H33 Contemporary Starts H34 New Foundations
0 0 0 0
0.0 317,582 0.7 0.0 797,344 1.7 0.0 369,303 0.8 0.0 964,367 2.1 0.1 652,180 1.4 0.2 551,090 1.2 0.1 795,854 1.7 1.3 527,724 1.1 0.5 858,269 1.8 0.6 976,793 2.1 0.0 577,822 1.2 0.0 626,898 1.3 0.1 967,550 2.1 0.1 1,213,277 2.6 0.0 742,509 1.6 0.0 682,357 1.5
0.0 0.0 0.0 0.0 0.0 0.0 0.0
0 0 0 0 4
26 89 69
15
8
656 258 327
0.1 114
0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.1
28 31
8 0
1 0 3 5 0 0 0
28 68
0 0 0
0.0
11,758
0.0
156
0.3 740,893 1.6 0.0 1,439,107 3.1 1.3 804,660 1.7 2.1 587,532 1.3 1.2 631,658 1.3 3.6 1,056,722 2.3 0.1 557,428 1.2 0.6 456,029 1.0 0.1 1,222,792 2.6 1.0 915,166 1.9 3.5 826,104 1.8 0.3 1,169,085 2.5 10.7 1,440,285 3.1 1.2 1,285,520 2.7 0.0 627,698 1.3 3.3 1,102,576 2.3 0.3 192,865 0.4
19
0
0
655
75
1,101
0.2 172
617
0.1
89
1,852
0.2 160
63
0.0 0.1 0.0 0.1
10 59
293
26
2
525
53
1,798
0.2 199
165
0.0
13
5,487
0.4 349
continued overleaf
LATENT DEMAND REPORT H31 Affordable Fringe
641
0.0 0.0
46
13
9
1
1,680
0.2 139
165
0.1
78
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