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: http://acorn.caci.co.uk
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
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 www.marketingcompass.co.uk or by contacting me directly.
