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Mosaic Public Sector
Welcome to Mosaic
Public Sector
Connecting with the public by delivering
the services that matter
Each citizen is an individual. Mosaic Public Sector
enables you to treat them in that way. It gives you the
intelligence you need to reach the right people with
the right message at the right time – every time.
Mosaic Public Sector is our most comprehensive
cross-channel segmentation, built for today’s hyper-
connected world. Using new data and analytical
methods, you get deeper insights on lifestyles and
behaviours of the public to help you make more
informed decisions.
The benefits to you:
• Do more with less, focussing resources where they can
have the greatest impact “Each citizen is an individual. Mosaic
• E
stablishing a common language within your organisation Public Sector enables you to treat them
and between your partners to create more coherent and
efficient joint services, allowing you to put citizens at the
in that way.”
heart of everything you do.
What is Mosaic The pressures on the public sector are enormous,
making it crucial to keep up-to-date with the
Public Sector?
changing needs and preferences of the population.
Mosaic Public Sector gives you a pin-sharp picture The benefits to you:
of the people you need to reach, reflecting the latest • Mosaic Public Sector enriches your knowledge of the
socioeconomic trends. Over 850 million pieces of citizens you need to reach to help you make better
information across 450 different data points are condensed decisions about how to reach them
using the latest analytical techniques to identify 15 • M
osaic Public Sector becomes the common language in
summary groups and 66 detailed types that are easy to your organisation and partners, driving joint activity to
interpret and understand. create mutually rewarding outcomes
Mosaic Public Sector is real • W
e have identified some key demographic changes that
It provides you with context behind the decisions citizens are currently influencing the behaviour of citizens:
make and how they are likely to respond to you. This is • T
he boomerang generation: Young adults are staying
critical if you want to deliver high quality public services in the parental nest for longer, changing the spending
and value for money through fair and responsible actions. patterns of households
Mosaic Public Sector is actionable • A
significant increase in private renting: Driven by
Whether you are raising awareness of an initiative, such lifestyle choice and cost of living that impact where
as individual electoral registrations, looking to change citizens are choosing to live
behaviours or ensuring that resources are devoted to • A
rise in mid-life singles: Across the affluence spectrum
those who need them most, Mosaic Public Sector can be placing very different demands on services
integrated into your current system to inform decisions.
• A
new baby boom: Driven in part by professionals
Mosaic Public Sector is relevant extending their families in their thirties
With the latest demographic and behavioural trends, it • A
change in where retired people choose to live:
gives an accurate reflection of the UK public of today, Driving an increase in demand for access to leisure and
and tomorrow. entertainment in less traditional retirement locations.
Mosaic Public Sector is yours
Complement and enhance your own customer insight with
Mosaic Public Sector to create customised segments that
can be used across your organisation to really understand
how people behave, in order to design and deliver focussed
public services.
850m+ source records 15 groups, 66 types
450+ input variables for clustering and interpretation
Channels
Mosaic Public Sector enables consistent insight into the public
across a multitude of on and offline channels.
Telemarketing
Digital advertising
Email
Mobile
TV & video on demand
Location planning & design
Out of home
Direct mail
and more…
Did you know? 70% of
consumers say email is
their preferred choice of
communication channel, when
being contacted by companies
Mosaic Public Sector: the common currency for public services
Engaging with your audience can be difficult across a Mosaic Public Sector’s consistent segmentation works
variety of channels, with the response rates varying as a ‘common currency’ across all communications,
greatly. In an increasingly busy world, having a single underpinning your entire public service planning and
view on your population is crucial to ensure clear and delivery. This insight coupled with your public service
concise messaging. agenda can help you transform the services you currently
deliver and are planning to deliver to match the needs of
By consistently segmenting citizens according to their
your citizens, fairly and responsibly.
characteristics and behaviour, you can talk confidently
about the things relevant to them, using the channel to
which they are most likely to respond.
Mail, telephone, mobile and email The benefits to you:
Use Mosaic Public Sector to understand how best to • Deploy even with limited resources for greater impact:
interact with your different communities, improving By communicating with citizens in the ways that they are
engagement with those who are traditionally hard to reach likely to engage with you
and encouraging those who can help themselves to do so, • C
onsistent messages according to group: Enables you to
thereby increasing efficiency and effectiveness as a result connect with citizens across all public service areas in
of better understanding. which you operate
Digital Delivery • Common language for staff and partners: Facilitates
Mosaic Public Sector allows you to identify opportunities
for delivering online services to those who demand them,
therefore allowing you to concentrate on intensive support
for those who need it.
Locations
Mosaic Public Sector helps you plan where you should
have a physical presence and understand how catchment
profiles have an impact on the quality and cost-
effectiveness of your services.
Mosaic Public Sector gives you a framework that unlocks
unique insight for use across your journey of public service
planning, design and delivery.
How can Mosaic Public
Sector help you?
By providing you with rich and detailed insights,
Mosaic Public Sector can help you to:
Personalise your engagement with citizens This could help build a positive awareness of your
When used effectively, Mosaic Public Sector helps underpin organisation, aiding in achieving your objectives.
the key decisions an organisation makes about how it
Optimise your location footprint
engages with the citizen in order to achieve its objectives.
Widely used across government, Mosaic Public Sector
From understanding the changing landscape at a strategic
helps determine where the highest concentrations are
level, through to detailed decisions about how people
of people you need to reach for organisation-specific
are approached and treated on the front line, this can be
purposes. It also guides you with their whereabouts and
achieved successfully, even with scarce resources.
movements, helping you gain an understanding of the best
Strengthen organisation awareness areas in which to create a face to face presence.
Mosaic Public Sector helps you understand the citizens you
Make your job easier
need to reach and how to engage with individuals similar
Equipped with a deeper understanding of your citizens,
to them. The ability to consistently reach these people
you can make better decisions to help you engage with
with relevant content to them, across direct and indirect
them in a fair manner. Your job will be made easier by
communication channels, ensures the correct individuals
implementing Mosaic Public Sector.
are receiving your message.
1. T
he summary screen gives a high level overview of each group and type and allows you to navigate to
more in-depth insight.
2. The new visualisation allows you to sort the groups based on features that are important to you.
This shot shows the distribution for Facebook users compared to average income.
3. Heat maps show where the highest concentrations of each group and type can be found.
4. The Mosaic Public Sector visualisation now allows you to compare the groups and types for key data points;
this shows the concentration of 18-25 year olds within the groups.
Support from Experian Data visualisations give you a clearer view
Our team of consultants and analysts are dedicated to Despite the depth and detail of its data, Mosaic Public
helping you define and execute your public service strategy Sector is simple and intuitive to use. User-friendly
and get the most from Mosaic Public Sector. visualisations bring the segmentation to life like
never before.
To maximise the value of Mosaic Public Sector, and to
ensure you are making the most of every opportunity
available to you, you will have access to:
• T
he easy-to-use and interactive Mosaic Public Sector
visualisation tool to help you get to know the segments
that are most relevant to you
• A
nimations for the Groups and Types to help you
articulate to your partners and stakeholders who your
target segments are
• T
he latest population insight and public engagement
thought leadership, including Experian research papers,
infographics, blogs and news.
The benefits of mapping
Mosaic Public Sector
Mosaic Public Sector uses mapping to help you make Tailor your public services in specific locations in line with
decisions based on your appropriate physical presence and the needs and preferences of citizens living in those areas
knowledge of your local market. by understanding their profiles.
Mapping Mosaic Public Sector helps you to reveal enhanced
insight into many citizen related segments.
“I am delighted with the efficient way Experian’s Customer Insight process has run, and
from which the London Borough of Harrow is now able to make better informed, cost
efficient and customer centric decisions.”
London Borough of Harrow
1.73m postcodes
Urban diversity: Mosaic clearly highlights the patterns of high- flying professionals living in luxury riverside apartments and Georgian terraces (lilac), students and recent graduates in smaller rented properties (khaki), childless blue collar and service workers living in Victorian migrant families (yellow) and a small pocket of less well- off families living in council-owned properties (orange). Diversity within groups (the various Mosaic Public Sector types) are also visible. These are shown by the various shaped points. Suburban diversity: While suburban areas can appear on the surface to be a bland monotone area of identikit housing, Mosaic Public Sector can peer inside. It reveals all the different types of households that reside there, with their various life-stages, marital status, household compositions and financial positions, as well as taking into account the variations between estates as a whole. Rural diversity: Within rural areas, we are able to pick out the individual households that are likely to be commuting to towns and cities nearby (blue and teal) vs. residents with more of a local focus, i.e., in blue collar, agricultural or mining/ manufacturing occupations, including those who are likely to be self-employed (light green). It is also possible to identify the elderly residents who are now retired (grey) and very wealthy households and farmers living in larger housing (purple/dark green).
Mosaic Public Sector
Mosaic Public Sector one-line descriptions
Country-loving families pursuing a rural idyll in
A01 Rural Vogue comfortable village homes, many commuting some
distance to work
A
Scattered Older households appreciating rural calm in
A02
Homesteads stand-alone houses within agricultural landscapes
Prosperous owners of country houses including
Country Living Wealthy
A03 affluent families, successful farmers and second-
Landowners
home owners
Village Retirees enjoying pleasant village locations with
A04
Retirement amenities to service their social and practical needs
Empty-Nest Mature couples in comfortable detached houses who
B05
Adventure have the means to enjoy their empty-nest status
Well-off families in upmarket suburban homes
Bank of Mum
B06 where grown-up children benefit from continued
and Dad
financial support
B
High-achieving families living fast-track lives,
Alpha
B07 advancing careers, finances and their school-age
Families
kids’ development
Prestige Positions
Asset-rich families with substantial income,
Premium
B08 established in distinctive, expansive homes in
Fortunes
wealthy enclaves
Retired residents in sizeable homes whose
B09 Diamond Days finances are secured by significant assets and
generous pensionsGlobal high flyers and moneyed families
World Class
C10 living luxurious lifestyles in London’s most
Wealth
exclusive boroughs
C
City professionals renting premium-priced flats
C11 Penthouse Chic
in prestige central locations
Career-minded 20 and 30-somethings renting
City Metro
C12 expensive apartments in highly commutable areas
Prosperity High-Flyers
of major cities
High status households owning elegant homes in
C13 Uptown Elite accessible inner suburbs where they enjoy city life
in comfort
Cafes and Affluent families with growing children living
D14
Catchments in upmarket housing in city environs
D
Modern Busy couples in modern detached homes balancing
D15
Parents the demands of school-age children and careers
Professional families with children in traditional
Mid-career
Domestic Success D16 mid-range suburbs where neighbours are
Convention
often older
Well-qualified older singles with incomes
Thriving
D17 from successful professional careers in good
Independence
quality housing
Single mature owners settled in traditional suburban
E18 Dependable Me
homes working in intermediate occupations
E
Pre-retirement couples enjoying greater space and
E19 Fledgling Free
reduced commitments since their children left home
Long-term couples with mid-range incomes whose
Boomerang
Suburban Stability E20 adult children have returned to the shelter of the
Boarders
family home
Active families with adult children and some teens,
E21 Family Ties
giving prolonged support to the next generation
Financially-secure elders on good pensions, now
F22 Legacy Elders
mostly living alone in comfortable suburban homes
F
Senior singles owning affordable but pleasant
F23 Solo Retirees
homes, whose reduced incomes are satisfactory
Bungalow Peace-seeking seniors appreciating the calm of
Senior Security F24
Haven bungalow estates designed for the older owners
Lifelong couples in standard suburban homes,
Classic
F25 often enjoying retirement through grandchildren
Grandparents
and gardeningInter-dependent households living in the most
Far-Flung
G26 remote communities with long travel times to
Outposts
larger towns
G
Pensioners living in inexpensive housing in out of the
G27 Outlying Seniors
way locations
Rural Rural families in affordable village homes who are
G28 Local Focus
Reality reliant on the local economy for jobs
Satellite Mature households living in developments around
G29
Settlers larger villages with good transport links
Settled families with children, owning modest
Affordable
H30 3-bed semis in areas where there’s more house
Fringe
for less money
First Rung Young owners settling into the affordable homes
H31
Futures they have bought in established suburbs
H
Independent young singles on starter salaries
H32 Flying Solo
choosing to rent homes in family suburbs
Aspiring Home New Occupants of brand new homes who are often
H33
makers Foundations younger singles or couples with children
Young families and singles setting up home in
Contemporary
H34 modern developments that are popular with
Starts
their peers
Families with school-age children, who have
Primary
H35 bought the best house they can afford within
Ambitions
popular neighbourhoods
Culture Thriving families with good incomes in
I36
& Comfort diverse suburbs
I
Community Established older households owning city homes in
I37
Elders diverse neighbourhoods
Large Family Large families living in traditional terraces in
Urban Cohesion I38
Living neighbourhoods with a strong community identity
Ageing Older residents owning small inner suburban
I39
Access properties with good access to amenitiesProfessional singles and couples in their
Career
J40 20s and 30s progressing in their field of work
Builders
from commutable properties
City-loving youngsters renting central flats in
J41 Central Pulse
vibrant locations close to jobs and night life
J
Learners & Inhabitants of the university fringe where students
J42
Earners and older residents mix in cosmopolitan locations
Students living in high density accommodation close
Rental Hubs J43 Student Scene
to universities and educational centres
Flexible Successful young renters ready to move to follow
J44
Workforce worthwhile incomes from service sector jobs
Bus-Route Singles renting affordable private flats further away
J45
Renters from central amenities and often on main roads
Self Hard-working mature singles who own their
K46
Supporters budget houses and earn modest wages
K
Modest Traditions
K47
Back with
the Folks
Older owners whose adult children are sharing their
modest home while striving to gain independence
Down-to-Earth Ageing couples who have owned their inexpensive
K48
Owners home for many years while working in routine jobs
Youthful Young people endeavouring to gain employment
L49
Endeavours footholds while renting cheap flats and terraces
L
Transient renters of low cost accommodation
L50 Renting Rooms
often within older properties
Younger singles and couples, some with children,
Transient Renters L51 Value Rentals
setting up home in low value rented properties
Maturing singles in employment who are renting
L52 Midlife Renters
affordable homes for the short-termBudget Families providing lodgings for adult children
M53
Generations and gaining the benefit of pooled resources
M
Economical Busy families with children, who own their
M54
Families low-cost homes and budget carefully
Families on Families with children in low value social houses
Family Basics M55
a Budget making limited resources go a long way
Solid Stable families with children, renting higher value
M56
Economy homes from social landlords
Single elderly who are long-term owners of
Seasoned
N57 their low value properties which provide some
Survivors
financial security
Retirement Elderly living in specialised accommodation
N58
Communities including retirement homes, villages and complexes
N
Vintage Value
N59
Pocket
Pensions
Penny-wise elderly singles renting in
developments of compact social homes
Ageing singles with basic income renting small
N60 Flatlet Seniors
flats in centrally located developments
Long-standing elderly renters of social homes who
Estate
N61 have seen neighbours change to a mix of owners
Veterans
and renters
Mature Older social renters settled in low value
O62
Workers homes who are experienced at budgeting
Single
O63 Singles renting small social flats in town centres
Essentials
O
Municipal Tenants
O64
High Rise
Residents
Tenants of social flats located in high rise blocks,
often living alone
Households renting social flats in busy city suburbs
O65 City Diversity
where many nationalities live as neighbours
Inner City Long-term renters of inner city social flats who have
O66
Stalwarts witnessed many changesBehind each citizen is an individual. Mosaic Public Sector enables you to treat them in that way. To find out how Mosaic Public Sector could help you, contact us: www.experian.co.uk/mosaic E: marketing.services@uk.experian.com T: 0845 234 0391 @ExperianMkt_UK
About Experian Public Sector
We have over 20 years’ experience of helping public underpinned by data, insight, analytics and understanding.
sector organisations to create a thriving, fairer and more It means knowledge and insight to help you best serve your
responsible society. During this time, we have built up long citizens by ensuring those who need help the most get it,
lasting relationships with the majority of local authorities, maximising income and helping you improve the quality
police forces, central government departments and health of your communities. We support you to get the best value
and education organisations. out of the services and data we provide to deliver the right
outcome for you, leading to mutually rewarding interactions
We use our expertise to enable your communities and
between you and your stakeholders.
your staff to work together faster, smarter and far more
efficiently via well-informed decision-making that is
Why Experian?
Over the last 30 years, Experian has established itself as This latest version of Mosaic Public Sector takes its place
a leading global provider of insight segmentations. Our amongst a family of segmentation that is available in 29
unique combination of insights , allied to our understanding countries and classifies over a billion members of the
of UK public services means we can identify the best public worldwide.
sources of data and methodologies to build truly
innovative segmentation.Notes
Notes
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Financial Conduct Authority. Experian Ltd is
London Weybridge Nottingham EH11 1DQ registered in England and Wales under company
registration number 653331. Registered office
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