SONAR Demographic Profiling Services
Classify UK households and their residents according to the type of neighbourhood in which they live for customer segmentation and targeting with our demographic profiling services.
Over 28 million
households covered
80
mutually exclusive SONAR groups according to type of neighbourhood
6
broad lifestyle groups
Sonar Demographic profiling services use a truly unique segmentation system that divides the population of Great Britain into 80 mutually exclusive groups according to the types of neighbourhood in which they live. To do this a number of different data sources were used including:
- Census Data
- Postcode Classification of Wealth
- Postcode Classification of Consumer Activity
- Land Registry Data on house Prices and Sales Acitivity
- Council Tax Bands
These sources were carefully examined and key variables that would provide maximum discrimination were chosen to build the classification. A number of different statistical techniques were tested and a huge number of different cluster solutions were built and compared before the final preferred solution was chosen. Sonar is the final result.
Benefits of using Demographic Profiling include:
Improve Marketing ROI
Segment and Target marketing campaigns with greater accuracy to maximise ROI
Create Better Personas
SONAR data can help in producing more accurate customer personas
Track Changes
Stay ahead with population, lifestyle and wealth changes to your database
How are SONAR Codes Formulated?
- Group A - Young Singles
- Group B - Young Families
- Group C - Families
- Group D - Mature Families
- Group E - Empty Nesters
- Group F - Retired
- Group 1 - Affluent
- Group 2 - Comfortable
- Group 3 - Less Comfortable
- Group 4 - Struggling
These codes form the three character Sonar Code. As an example, the Sonar code A11 is “Metropolitan Young Professionals”. The A represents ‘Young Singles’, and the second digit the wealth quartile 1 the most affluent 25% of the country. Another example would be, Sonar code F44 – “Elderly Struggling Council Tenants” where F represents the elderly life stage and the first 4 showing the least affluent 25%.
Download our Demographic Profiling Data Service Sheet
Ready to get Started?
We understand that data cleansing can be a daunting task, and knowing where to start can be a big challenge. Which is why we offer three routes to access our solutions and achieve your data goals.
Whichever route you choose we ensure that your data is safe, secure and compliant at every stage and your Client Success Manager will take you through the findings and support you as we work together throughout the process.
