15 July 2008
FSP has recently added to its store of analysis tools with the ACORN system of classification.
Consumer behaviour is becoming ever more complex and consumer markets more fragmented. Often the traditional social grades are no longer adequate or relevant to describe the complex consumer characteristics now present in different geographic areas across the United Kingdom.
ACORN (A Classification of Residential Neighbourhoods) is a powerful consumer targeting tool. It combines geography with demographics and lifestyle information – places where people live with their underlying characteristics and behaviour – to create a tool for understanding the different types of people in different areas throughout the country.
ACORN groups the entire UK population into 5 categories, 17 groups and 56 types. By analysing significant social factors and consumer behaviour, it provides precise information and an in-depth understanding of the different types of consumers in every part of the country.
ACORN can be used to understand customers, identify profitable prospects, evaluate local markets and plan public resources. Adding ACORN codes to a customer database or shopper survey greatly increases knowledge of customers’ behaviour and lifestyle.
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