Mosaic Profiling of Castle Hall Customers

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					                                                              APPENDIX „K6‟
Mosaic Profiling of Castle Hall Customers


      The customer base of Castle Hall over the past financial year (08-09)
       was profiled using the MOSAIC demographic clustering methodology.
       MOSAIC was chosen due its detailed profile descriptions, wide range
       of profiling sources and large number of cluster types. This gives a
       high level of confidence in the expected behaviours of allocated profile
      In the last year 7120 event transactions took place and customer
       details captured within Databox, the council box office management
       system software (total ticket sales 27,720, and average of approx 4
       tickets per transaction).
      Of these, 65.77% (4683 transactions) were enacted by residents of
       East Herts. 34.20% (2435 transactions) were enacted outside of the
       district. All but a statistically insignificant number were purchased from
       within an identifiable catchment area equalling a range of travel of
       approximately 30 minutes at its furthest edge. This catchment area
       covers North London, North East London, Essex, South
       Cambridgeshire, North and West Hertfordshire (including Stevenage,
       Welwyn/Hatfield and St Albans) and parts of North West London.

   Analysis of anomalies in capture at Event Type by MOSAIC Group
   and Type

      Specific statistical analysis of transactions by event type and profiled
       by MOSAIC type revealed areas of significantly stronger audience
       capture than would usually be expected. This was particularly evident
       in ticket sales for Tribute Bands – where MOSAIC Types falling into
       general group “C” purchased a large number of tickets, despite the
       profile type being strongly disinclined to social pursuits involving Pop or
       Rock Music. This anomaly can be explained, to a degree, by the niche
       appeal of Tribute Bands, who by their very nature, represent highly
       successful acts with a very broad audience base and deeply loyal
      Analysis also provides areas of identifiable weakness in capturing local
      Capture of MOSAIC Types falling into group “A” is particularly weak in
       event types such as Ballet and Classical Music. These event types are
       ones which these profile types are very strongly inclined to express
       interest and to participate in.*(note 1)
      Group “C” was captured at these event types by a significantly higher
       percentage than group “A”, despite having an inclination to these event
       types that averaged under half of that of group “A”
      A comparison of consumer values between these two groups highlight
       a significant difference in expectations – group “C” make consumer

    decisions based on Value for Money, whereas group “A” are more
    heavily influenced by Brand Quality.
   This disparity highlights a significant market potential for the capture of
    Group “A” MOSAIC Types. Group “A” compromises over 25% of the
    East Herts population (Eastern region avg 13%), by far the largest
    represented group in the district, followed by group “C” at 19% (Eastern
    region avg 18%) – Investment in the quality aspects of the Castle Hall
    fabric and specific targeting of “Brand Name” events could be expected
    to return significant increases in capture of the group “A” MOSAIC
   Capture of strong Cinema and Film inclined MOSAIC Types, although
    not alarmingly low, shows an area of poor capture in Group “B”
    (explained to a degree by the focus within this group on popular media,
    Hollywood or mass market releases but also highlights market
    potential for focussed Cinema events – MOSAIC Types in both groups
    “C” and “E” are not represented as strongly as their profile type would
    lead us to expect, however both of these groups contain profile types
    who are inclined towards niche and specialist interest – themed events
    (SCi-Fi, Historical, Foreign Cinema, Indie/Art House Cinema etc) are
    likely to appeal to these profile types
   Capture of popular media inclined MOSAIC Types such as Group “B”
    could be improved by screening more recently released films – but
    competition with nearby multiplex cinemas (4 within a 30 minute drive
    of the town) is likely to make this difficult unless dedicated facilities
    were available to challenge the traditional “popcorn and hotdog”
    offerings from such multiplex facilities

Ethnicity and event opportunities

   MOSAIC ORIGIN was also used for analysis of postcode groupings in
    the district.
   The MOSAIC ORIGINS profiling uses combinations of first name and
    surname mapped against global frequencies of national and ethnic
    clustering. This provides a probability of identified ethnic origin with a
    high level of confidence. This data is published as “ethnic cluster
    dominant within Post Code area” and does not identify individual
   MOSAIC ORIGINS identifies widespread clusters of Western European
    ethnic dominant postcodes across both urban and rural sectors of the
    district, with smaller groupings of Asian and Eastern European ethnic
    dominant postcodes in the larger town centres.
   Bearing in mind the town centre locations of ethnic dominant postcode
    areas, it should be possible to design an event schedule that allowed
    for cross targeting of niche or specialist interests and ethnic groupings;
    events such as Polish Jazz evenings, Celtic Music or Spanish Guitar
    Recitals are good examples of such dual focus. Hosting such events
    requires a setting conducive to the target niche interest as well as one
    which affirms the positive cultural identity of the ethnic target.
   These types of events sit outside mainstream cultural trends, but
    benefit on a commercial level from the twin customer bases (niche
    interest and ethnic cultural identity targets) and create localised
    awareness of minority cultural influences that help develop new artistic
    projects and trends.

*Note 1
Capture of Group “A” MOSAIC Types projection:
Group “A”         Pop.    Current          Desired increased   Increased
Types                     Capture          Capture             Sales
1                 0       Not Resident     Not Resident
2                 690     1.7%             25%                 172
3                 1732    0.8%             25%                 433
4                 1273    4.7%             25%                 318
5                 1366    2.6%             25%                 341
6                 3928    1.2%             25%                 982
7                 5016    1.5%             25%                 1254
Total                                                          3500

Mosaic UK Group and Type Descriptions
Group A
Sociology and Environment
Group A contains people whose lives are „successful‟ by whatever yardsticks society
commonly uses to measure success. Most of these people have worthwhile professional or
technical qualifications, they have reached a phase in their lives in which enjoyment of
consumption and of leisure time are now more evenly balanced with the demands of work.
Group A typically consists of people who, having achieved a measure of success in some
aspects of their lives, have moved beyond a need to impress others by the nature of things
that they own. Status among these people is established in more subtle ways, by the values
associated with the brand rather than by the product category, and by the manner in which
the product is accessed and consumed.
Consumption Patterns
Group A spends a lot of money both on premium brands within frequently consumed product
categories and on specialist forms of consumption. Thus in terms of media they are likely to
be too busy to watch much television but anxious to keep in touch with current trends by
reading the financial, arts and property sections of the major broadsheets as well as
subscribing to magazines such as The Economist and Time. Clothes are likely to be bought
from department stores and from specialist independents operating from heritage locations,
rather than from major high street multiples.
Supermarket trolleys are particularly likely to contain fresh fruit and vegetables, items from the
delicatessen and the fresh meat and fresh fish counters. Many more shopping trips are likely
to be made to specialist independent shops, whether for clothes, new kitchens of bathrooms,
for wallpapers and floor coverings and for holidays, at outlets which provide a specialist range
of merchandise and where more knowledgeable staff take a greater interest in matching the
available offerings to the needs of individual customers.
Leisure is likely to be undertaken according to the preferences of individual family members.
The husband may go to the golf club on his own. The parents may visit the theatre leaving the
children behind at home. The children may go off to their own camps during the summer
holidays. The wife may enjoy a visit to a spa during the day. Holidays are unlikely to be
purchased from the brochures of the major travel companies but to involve self catering at
owned or rented villas, skiing, boating or independent foreign travel.

Group C: Group C
Sociology and Environment
Group C comprises people who have successfully established themselves and their families
in comfortable homes in mature suburbs. Children are becoming more independent, work is
becoming less of a challenge and interest payments on homes and other loans are becoming
less burdensome.
With more time and money on their hands, people can relax and focus on activities that they
find intrinsically rewarding.
Often from humble backgrounds, these are typically people who have worked hard and
planned carefully to realise their ambition of owning a pleasant house in a respected suburb
of their town. These people rely on their own judgment rather than social or community
attitudes when taking key decisions. As consumers, Group C approaches brand decisions
with cold rationality rather than sentimentality. They make choices on the basis of relative
benefits and value for money rather than on grounds of brand positioning and identity.
Consumption Patterns
Group C spends heavily on mid market products. They prefer The Daily Mail and The Express
to The Sun or The Daily Mirror, and The Telegraph to The Guardian and they buy magazines
devoted to their interests in home improvement and in gardening. If they were to buy a local
paper it would be to check on the prices of houses and of second hand cars rather than the
showings at the local cinema. They might buy Exchange and Mart or Daltons Weekly. In their
choice of cars many would prefer trusted apparently „British‟ makes to overseas imports and
many change their cars after quite short periods of ownership. Preferences in food are
similarly „safe‟, familiar and in many instances British and many will be devotees of local
branches of Marks and Spencer food stores.
Whilst increasing number will have become familiar with Mediterranean cuisine, this is not a
market in which the exploration of exotic gastronomic offerings would be as popular as it
would be among Group E. By contrast Group C is a very good market for gardening products
and for the purchase of home improvement products. Here people express interest in
installing double-glazing, new roofs and new driveways, and can provide good opportunities
for home extensions, garages and conservatories. Group C is often confident in their ability to
undertake many smaller home improvement projects on their own. Leisure activities will often
focus on excursions into the country to see historic houses and gardens. Older members of
the community are likely to be supporters of more accessible productions in local theatres.

Group E:
Sociology and Environment
Group E mostly contains young and well educated people who are open to new ideas and
influences, these people tend to be avid explorers of new ideas and fashions, cosmopolitan in
their tastes and liberal in their social attitudes.
Whilst eager consumers of the media, and with a sophisticated understanding of brand
values, they like to be treated as individuals, and value authenticity over veneer.
This is a culture in which work involves intellectual rather than merely inter-personal or
manual competences.
Group E is the most liberal group in terms of their values, the most catholic in their tastes and
the most international in their orientation. Although highly aware of the values associated with
different brands, and particularly the brands that they choose, many people are at the same
time hostile to artifice and manipulation and attach a high importance to personalisation and
authenticity. In general this population is particularly supportive of businesses whose priorities
involve environmental sustainability and the avoidance of cultural imperialism.

Being well educated, Group E is a group who are enthusiastic consumers of all forms of
media, in particularly the broadsheet press, current affairs and environment magazines,
foreign newspapers and the Internet. These people are particularly interested in issues based
content and in news rather than in entertainment and celebrity gossip. People spend much
time in bookshops. The less well off pay little attention to fashion, dressing informally in denim
and T-shirts, though the better off are very often leaders in fashion, applying designer criteria
not just to clothing but to accessories such as glasses and haircuts and creating an urban
style of their own which spills over into exclusive restaurants and bars.
Tastes in food are experimental, with parties of students or young professionals frequenting
restaurants offering the most exotic of cuisines, in preference to traditional English food. The
leisure focus of this Group is particularly oriented towards the arts and entertainment, with
large numbers visiting the cinema, attending plays and concerts or visiting exhibitions.


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