The ac rn user gulde - Acorn

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The consumer classification

Consumer classification just got smarter

User Guide

The consumer classification

Welcome

Welcome to a radical approach to describing customer behaviour

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 types.

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Contents

Acorn User Guide Introduction

1 Affluent Achievers

A Lavish Lifestyles B Executive Wealth

C Mature Money

2 Rising Prosperity

D City Sophisticates

E Career Climbers

3 Comfortable Communities

F Countryside Communities G Successful Suburbs H Steady Neighbourhoods I Comfortable Seniors J Starting Out

4 Financially Stretched

K Student Life L Modest Means

M Striving Families

N Poorer Pensioners

5 Urban Adversity

O Young Hardship P Struggling Estates

Q Difficult Circumstances

6 Not Private Households

R Not Private Households

Types

1 Exclusive enclaves 2 Metropolitan money 3 Large house luxury

4 Asset rich families 5 Wealthy countryside commuters 6 Financially comfortable families 7 Affluent professionals 8 Prosperous suburban families 9 Well-off edge of towners

10 Better-off villagers 11 Settled suburbia, older people 12 Retired and empty nesters 13 Upmarket downsizers

Types

14 Townhouse cosmopolitans 15 Younger professionals in smaller flats 16 Metropolitan professionals 17 Socialising young renters

18 Career driven young families 19 First time buyers in small, modern homes 20 Mixed metropolitan areas

Types

21 Farms and cottages 22 Larger families in rural areas 23 Owner occupiers in small towns and villages

24 Comfortably-off families in modern housing 25 Larger family homes, multi-ethnic areas 26 Semi-professional families, owner occupied neighbourhoods

27 Suburban semis, conventional attitudes 28 Owner occupied terraces, average income 29 Established suburbs, older families

30 Older people, neat and tidy neighbourhoods 31 Elderly singles in purpose-built accommodation

32 Educated families in terraces, young children 33 Smaller houses and starter homes

Types

34 Student flats and halls of residence 35 Term-time terraces 36 Educated young people in flats and tenements

37 Low cost flats in suburban areas 38 Semi-skilled workers in traditional neighbourhoods 39 Fading owner occupied terraces 40 High occupancy terraces, many Asian families

41 Labouring semi-rural estates 42 Struggling young families in post-war terraces 43 Families in right-to-buy estates 44 Post-war estates, limited means

45 Pensioners in social housing, semis and terraces 46 Elderly people in social rented flats 47 Low income older people in smaller semis 48 Pensioners and singles in social rented flats

Types

49 Young families in low cost private flats 50 Struggling younger people in mixed tenure 51 Young people in small, low cost terraces

52 Poorer families, many children, terraced housing 53 Low income terraces 54 Multi-ethnic, purpose-built estates 55 Deprived and ethnically diverse in flats 56 Low income large families in social rented semis

57 Social rented flats, families and single parents 58 Singles and young families, some receiving benefits 59 Deprived areas and high-rise flats

Types

60 Active communal population 61 Inactive communal population 62 Business addresses without resident population

Detailed Characteristics for all Acorn Types

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Contents

Introduction

Now you can gain real insight and a deeper understanding of consumers and communities...

Customer and consumer insight

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. 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 UK.

What 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 people.

Acorn 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.

...understanding the people that interact with your organisation...

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 available.

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Introduction

...so you can target, acquire and develop profitable customer relationships and improve service delivery...

The Acorn family

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 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 UK.

We build my.Acorn segmentations tailored to individual clients' requirements. my.Acorn 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 my.Acorn 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. my.Acorn 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 acorn.caci.co.uk

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Introduction

Acorn is driven by new private and public sector data sources and defines difficult areas with greater precision...

Using Acorn

A wide range of organisations use Acorn to provide an accurate picture of the needs of their customers and local communities.

Acorn is used to understand consumers' lifestyle, behaviour and attitudes, together with the needs of neighbourhoods and people's public service needs. It is used to analyse customers, identify profitable prospects, evaluate local markets and focus on the specific needs of each catchment and neighbourhood.

...helps understand consumer behaviour and a community's public service needs...

By 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 acorn@caci.co.uk or call us on 0800 181 851.

You can learn more about your business by adding Acorn codes to a customer database. You can also identify prospects who resemble your best customers.

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