All 1 entries tagged Opcr Media Studies
No other Warwick Blogs use the tag Opcr Media Studies on entries | View entries tagged Opcr Media Studies at Technorati | There are no images tagged Opcr Media Studies on this blog
April 22, 2008
Acorn Classification System for Lifestyles
Acorn Classification System for Lifestyles
Return to Lifestyle Magazines Hub
Introduction
This is a map showing all ACORN classification categories, groups and types. Click on a category, group or type to view some sample lifestyle information comparing that classification to the rest of the UK population.
ACORN is a market research company which breaks down the population in a myriad of different ways in order to allow comapnaies to analyse and create and construct their target market / target audience more effectively and cost-effectively than ever.
The tools are geodemographic ones. This means that areas are broken down into postcodes (postcode lottery) and the people living there (the demographic) is researched so that as much information about core indicateors and variables is gathered and assessed.
How ACORN describe their product
ACORN categorises all 1.9 million UK postcodes, which have been described using over 125 demographic statistics within England, Scotland, Wales and Northern Ireland, and 287 lifestyle variables, making it the most powerful discriminator, giving a clearer understanding of clients and prospects.
Creating and constructing a market
Markets for goods or services are constructed and created rather than "found". Goods and services have products which may be services or physical products.
Because consumers are becoming increasingly fragmented in their tastes and spending habits it is difficult to invent a new product or servicve to compete with older ones. However rich the target market there is an upperlimit on what people are going to spend. to create a market for another product / service is to compete with something else for the same pot of money. This is why branding and advertising are very important tools of marketing.
Geodemographics are very important as a marketing tool. You need to know how many people there are in a particular area and what amounts of money people have and what they are likely to spend thier money on. Clearly spending money on advertising of expensive cars in newspapers usually consumed by the category described as hard-pressed in the ACORN system below would be pointless.
The core indicators include:
- Income
- Age
- Gender
- Ethnicity
ACORN Classifcation Map
This is a map showing all ACORN classification categories, groups and types. Click on a category, group or type to view some sample lifestyle information comparing that classification to the rest of the UK population.
|
ACORN updated to suit contemporary "lifstyles"
Consumer habits and behaviour has changed over the past decade, and the new ACORN takes into account these key shifts.
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
Lifestyle Magazines and ACORN
Lifestyle magazines like Grazia and GQ exist to act as vehicles for advertising. These magazines aim at relatively small sections of the population and their content and advertising are interwoven into atight mesh with which to trap the unwary person and turn them into a consumer.
Lifestyle magaziners are especially useful for those advertising in them because the magazines will often be "read" by much larger numbers than the official circulation figure suggests.
See How ACORN assesses the area you live in:
upmystreet. You will neeed to type in your postcode.