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Demographics

Sonar is a truly unique segmentation system that divides 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 and these include:

  • Census data

  • TRAC Consultancies postcode classification of Wealth

  • TRAC Consultancies postcode classification of Consumer Activity

  • Land Registry data on house prices and sales activity

Each lifestage also has one of four affluence ratings:

  • Group 1 – Affluent

  • Group 2 – Comfortable

  • Group 3 – Less Comfortable

  • Group 4 - Struggling

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