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Acorn

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Revision as of 14:43, 9 August 2023

Acorn [1], published by CACI, is a pioneering geodemographic consumer segmentation of UK residential neighbourhoods. It is a classification of different groups based on their socio-demographic characteristics, lifestyle choices, preferences and behaviours, which provides a detailed understanding of the various types of people who make up a specified target audience or consumer base in a given catchment area.

It is intended to provide an accurate and comprehensive view of citizens through a classification that is built upon in-depth analyses of these social factors and population level datasets. It was developed as the first commercial segmentation tool and has maintained a leading position in the UK for more than thirty years.

The population is divided into a taxonomy of 7 categories, 22 groups and 65 types based on individual postcodes, where typically a category embraces between 2 and 4 groups, and a group embraces between 2 and 4 types. These postcodes are segmented based on an array of socio-demographic data related to individuals’ personal circumstances and the dominant social, economic and cultural characteristics of their communities as indicators of relative prosperity, deprivation, health and other lifestyle dynamics divisible by population and geographic area.

Acorn utilises a different classification system from Mosaic, the previous socio-demographic database used in MAST. For more information read about the transition to Acorn


Contents

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Acorn in MAST

MAST links STATS19 drivers and casualties to Acorn by using postcodes. This makes it possible to expose the socio-demographic profiles of the communities where they live in the Driver Acorn and Casualty Acorn dimensions

MAST also provides indexed reports, which compare the Acorn profiles to the underlying population.

Acorn provides the detailed analysis which underlies MAST's Similar authorities feature.

Acorn Structure

Image:List_segment_.png Image:Picture_circle_segment.png

Acorn Data Sources

Acorn utilises an array of government, administrative and commercial data to add additional value to their own proprietary datasets, CACI’s approach in developing this classification system has enabled the incorporation of new datasets which exploits the changes to government policies on Open Data. Unlike other classification systems, regular and continual updates to these large scale datasets give Acorn the capability for its data to be exhibited through a greater spectrum of geographies ranging from neighbourhoods to much larger scale areas based on the most recent data available.

Public sector Open Data and commercial data used include the Land Registry and data on resident age, welfare renumeration, housing and rental information alongside that from the Census and other national surveys. CACI's proprietary datasets cover a wide range of location data on prisons, housing and care home developments as well offices and student accommodation.

ThemeVariableData SourceOrigin
Population Age CACI Population and Household Projections
Geography ISER Understanding Society
Ethnicity ISER Understanding Society
Country of Birth ISER Understanding Society
Religion ISER Understanding Society
Housing
Religion ISER Understanding Society
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