Over 28 Million
Households Covered
80
Mutually Exclusive SONAR Groups According to Type of Neighbourhood
6
Broad Lifestyle Groups
Sonar Demographic 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 activity
- 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.
The 80 Sonar Codes are formed using a combination of one of the 6 life-stage groups and 4 wealth quartiles:
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%.
With Demographic Profiling You Can:
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
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.
Register here to get your free, no obligation data quality audit
Data Sources
At Data8, we pride ourselves on our data independence. Unlike many of our direct competitors we are not owned or influenced by a major data provider and as such we have access to the widest possible range of industry-leading data sources, including Mortascreen, TBR, NCOA, Royal Mail PAF, BT, the DMA, GAS and More...
Next Steps...
If you are ready to get started, sign-up to our online self-service portal account and start your free 14-day trial (no card details needed).
If you still need some expert advice, our team are ready to help, just leave your message and someone will be in touch shortly.