Insight our residents - other resources
Links to other resources related to customer segmentation.
There are various customer segmentation tools available - Gloucestershire County Council uses CACI’s product Acorn.
Acorn is a consumer classification that segments the UK population. Acorn segments postcodes and neighbourhoods into 6 Categories, 18 Groups and 62 types, three of which are not private households. By analysing demographic data, social factors, population and consumer behaviour, it provides precise information and an understanding of different types of people.
The ONS produces a classification of output areas called OAC which is freely available. This tool is not used by the Data and Analysis Team as it does not provide the level of detail delivered by CACI’s product Acorn, but it may be of interest to others.
OAC groups together geographic areas according to key characteristics common to the population in that grouping. These groupings are called clusters and are derived using census data. The area classifications are hierarchical classifications, consisting of three tiers: Supergroups, Groups and Subgroups. The first of the 2011 area classifications to be published is the 2011 Area Classification for Output Areas (2011 OAC), which was produced by an external partner, University College London. Following on from this, a 2011 Area Classification for Local Authorities has been published.