Household Acorn

The consumer classification

Understanding the needs of consumers and communities is important to both public service and private sector organisations. For those bodies who have a need to gain insights into individual households we have developed Household Acorn to help analyse and understand consumers in order to increase engagement with customers and to deliver successful planning and communication strategies across all channels.

Household Acorn delivers the opportunity to define and deliver appropriate strategies across all service functions, by providing a detailed understanding of the characteristics of households across the UK. For public service organisations dealing with issues such as arrears management, recycling and fire safety, Household Acorn delivers valuable insights.

Household Acorn is a geodemographic segmentation of the UK’s population at household level which segments households into 6 categories and 62 types. By analysing significant social factors and population behaviour, it provides precise information and an in-depth understanding of different types of households and the people within them.

The segmentation gives a detailed understanding of how people choose to interact with organisations, their relationships with service providers and their preferred communication channels as the rise of digital technologies and economic pressures are reflected in the lifestyles, behaviours and socio-economics of consumers.

In the process of providing an understanding of people and families, Household Acorn describes attributes of their day to day life such as:

  • Financial circumstances and difficulties
  • Income or reliance on benefits
  • Degree of health, wellbeing and happiness
  • Digital behaviour
  • Preferred communication channels
  • Circumstances of the immediate neighbourhood
  • Leisure and shopping behaviours


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