A number of lifestyle, or "geo-demographic", classification tools are available which can be used to gain information about the likely characteristics of people who live in an area. These tools, and the information they provide, can be valuable in a number of ways. For example, different groups of citizens may require different services and are likely to respond to different channels of communication. Improved knowledge of customers lifestyles therefore enables the delivery of relevant, focused and cost-effective services.
In Wiltshire, the lifestyle classification tool used is Experian's Mosaic Public Sector. This uses data from a wide range of public and private sources and provides a classification that covers the whole of the UK, grouping citizens into 15 groups containing 69 types. This classification paints a picture of the most likely characteristics of citizens in terms of their socio-demographic lifestyles, culture and behaviour.
On the 15th of February (2011) the Wiltshire Intelligence Network hosted a Customer Insight and Behaviour Change seminar and the slides from this event can be accessed here. These include details of recent developments in customer insight, using customer insight to understand patterns of domestic abuse, turning theory into practice around childhood immunisations and understanding and influencing behaviour.