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Marketing strategy

Acorn consumer segmentation

Acorn consumer segmentation is a geodemographic UK consumer classification system from CACI that segments the population by location. Acorn can be used to help a brand to segment its market and improve the results it achieves. See: / Acorn User Guide PDF

Interestingly, Acorn does not rely on census data. CACI has used open data to help to build the latest version of Acorn.

Acorn consumer classifications comprise 6 categories, 18 groups and 62 types. To give you an indication of Acorn’s approach, here are the 6 categories:

Category 1. Affluent achievers
A. Lavish Lifestyles (group)
i.e. Exclusive enclaves

Category 2. Rising prosperity
D. City sophisticates
i.e. Townhouse cosmopolitans

Category 3. Comfortable Communities
F.  Countryside Communities
i.e.  Farms and cottages

Category 4. Financially Stretched
K.  Student Life
i.e.  Student flats and halls or residents

Category 5.  Urban Adversity
O.  Young Hardship
i.e. Young families in low cost private flats

Category 6. Not Private Households
R. Not Private Households
i.e. Active communal population

I recommend that you take a look at the Acorn User Guide PDF for full details.

It is well worth downloading the user guide, printing this out and reading through it. As a marketing consultant, I have found Acorn to be helpful with regards to consumer marketing and B2B marketing (particularly in relation to marketing to independent professionals / small enterprises which in many respects is similar to B2C marketing).

As always – any questions – just ask via or by contacting me directly.

Nigel Temple

Nigel Temple

Nigel Temple BA (Hons) MCIM is a marketing consultant, speaker and trainer. He helps enterprises to find more customers and to communicate with them more effectively. Email: | Call: 01628 773128