ACORN - Geodemographic Segmentation for UK Postcodes - SAMPLE data

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 demographic factors and population behaviour, it provides a detailed understanding of the consumer characteristics of people and places across the UK, allowing you to define and deliver appropriate targeting strategies across all consumer facing sectors. Whether you are trying to understand your existing customers, identify profitable prospects, understand your catchment area or allocate resources effectively, Acorn can provide insight to help you do just that.

Acorn is supplied as a postcode directory with each UK postcode allocated an Acorn segment. It can be appended to customer records for message selection, used to profile different cohorts of customers or aggregated to describe areas using tools like a GIS.

Samples/Tables Included:
- Current UK postal areas of Bristol (BS) and Halifax (HX) with Acorn, Category Group and Type, containing 32,446 records

Fields Included:
- Postcode
- Acorn Category (6)
- Acorn Group (18)
- Acorn Type (62)

The below link details descriptions for Acorn Category, Group & Type.

Example Use Case:

Join the Acorn data to customer postcodes and then join the sales data to the customer record to understand what demographic types are your biggest spenders so you can understand what is driving their spending to ensure the communications you send to them are relevant. Are they likely to be Type16 - Metropolitan Professionals, Type 26 - Semi Professional families, owner occupied neighbourhoods or Type 30 - Older people, neat and tidy neighbourhoods.