Presentation by Warwickshire Observatory to WCC colleagues, raising awareness of the Mosaic dataset and promoting its use across the organisation to help better understand our customers.

1. Mosaic Seminar
23 May 2012

2. Programme
• What is Mosaic?
• Tell-us-a-postcode exercise
• Warwickshire’s Mosaic Profile
• Applying Mosaic
• Case Study: One Front Door
• Further scenarios
• Discussion – how can Mosaic help you?
• Moving forward

3. What is Mosaic?

4. What is Mosaic?
“Mosaic Public Sector is the UK's
only classification designed
specifically for use by the public
sector and focuses on the needs of
citizens. It provides a detailed and
accurate understanding of each
citizen's location, their
demographics, lifestyles and
behaviours.” Experian

5. What is Mosaic?
• Household classification system
• 440 datasets
• 15 Groups
• 69 Types
• All unique characteristics health
type of property attitudes
demographics
perception of safety hobbies / interests
household composition
education
channel preferences
deprivation / income
ethnicity

6. What is Mosaic?
Mosaic Groups
A Residents of isolated rural communities
B Residents of small and mid-sized towns with strong local roots
C Wealthy people living in the most sought after neighbourhoods
D Successful professionals living in suburban or semi-rural homes
E Middle income families living in moderate suburban semis
F Couples with young children in comfortable modern housing
G Young, well-educated city dwellers
H Couples and young singles in small modern starter homes
I Lower income workers in urban terraces in often diverse areas
J Owner occupiers in older-style housing in ex-industrial areas
K Residents with sufficient incomes in right-to-buy social houses
L Active elderly people living in pleasant retirement locations
M Elderly people reliant on state support
N Young people renting flats in high density social housing
O Families in low-rise social housing with high levels of benefit need

7. What is Mosaic?
Mosaic Groups & Types
A Residents of isolated rural communities
A01 - Rural families with high incomes, often from city jobs
A02 - Retirees electing to settle in environmentally attractive localities
A03 - Remote communities with poor access to public and commercial services
A04 - Villagers with few well paid alternatives to agricultural employment

8. What is Mosaic?
Mosaic Groups & Types
M Elderly people reliant on state support
M57 - Old people in flats subsisting on welfare payments

9. What is Mosaic?
M57 - Old people in flats subsisting on welfare payments

10. What is Mosaic?
Resources
• Pen Portraits
• Descriptions
• Grand Index
• Interactive Guide
• Observatory summaries
• iCoder

11. Tell-us-a-Postcode

12. Tell-us-a-postcode
• Look at individual postcodes around
Warwickshire to see how Mosaic categorises
them
• Does it fit with expectations/knowledge of the
area?

13. Tell-us-a-postcode
• Postcodes can vary significantly

14. CV11 4BH (near Nuneaton library)

15. CV11 4BH (near Nuneaton library)

16. CV32 4NN (Regent St, Leamington Spa)

17. CV32 4NN (Regent St, Leamington Spa)

18. CV34 6GB (Warwick Gates)

19. CV34 6GB (Warwick Gates)

20. CV33 9TR (Lighthorne Heath)

21. CV33 9TR (Lighthorne Heath)

22. CV47 2UR (Temple Herdewyke)

23. CV47 2UR (Temple Herdewyke)

24. Warwickshire’s Mosaic Profile

25. Warwickshire’s Mosaic Profile
• In 2011…
• 237,900 households
• Largest Group = D (14.6%)
• Smallest Group = N (1.7%)
• 68 of the 69 Types

26. Warwickshire’s Mosaic Profile
Mosaic Groups in Warwickshire

27. Warwickshire’s Mosaic Profile
Variations across the county
Nuneaton & Bedworth Stratford-on-Avon

28. Warwickshire’s Mosaic Profile
A
B
C
Super Output Areas
D
E
F
G
H
I
J

29. Warwickshire’s Mosaic Profile

30. Warwickshire’s Mosaic Profile
Group Profiles for Warwickshire
• http://bit.ly/MosaicProfiles

31. Applying Mosaic

32. Applying Mosaic
• Profiling customers
• Identifying need
• Understanding broader characteristics
• Examining channel preferences

33. Applying Mosaic
Profiling customers
• You know who your (current) customers are
• Perhaps all you know is that they access your
service
• Turn your admin records into intelligence
• What about… iCoder
– Channel preferences
– Their health, economic status, interests,
perceptions and attitudes
– Other services of interest

34. Applying Mosaic
Identifying need
• You want your service to reach certain
communities of need
• But who are they, where are they and what
are their characteristics?
– In which communities are they concentrated?
– What is the best way to engage with these
potential service users?
– What else can we learn about these households?

35. Applying Mosaic
Example: Accidental Dwelling Fires
• F&R priority to reduce ADFs
5x
5 00
4x 4 00
3x 3 00
2x 2 00
Average 1 00
No risk 0
A B C D E F G H I J K
Mosaic Group (note: old version of Mosaic)

36. Applying Mosaic
Volume or risk?
VOLUME RISK
D&B groups F, G & I
29% % of all ADFs 29%
31% % of all households 8%
(note: uses old version of Mosaic)

37. Applying Mosaic
Where?
Group F
- Clarendon, Brunswick,
Newbold, Crown
Group G
- Camp Hill, Bar Pool,
Wem Brook, Kingswood
Group I
- Newbold, Wem Brook,
Bede, Caldecott
(note: uses old version of Mosaic)

38. Applying Mosaic
Who? The types of households that are
most likely to experience ADFs are
also the types of households that
are most likely to have the
following characteristics…
smokers
purpose built flats single person dwellings
claim benefits / have low incomes / be unemployed
public rented dwellings betting and bingo
poor general health mental health issues
sleep lots and watch TV high levels of debt / CCJs

39. Applying Mosaic
Who?
4 00
Social Housing
3 5 0
3 00
Social housing
2 5 0
2 00
1 5 0
1 00
5 0
0
0 1 00 2 00 3 00 4 00 5 00 6 00
ADFs
(note: uses old version of Mosaic)

40. Applying Mosaic
Who?
3 00
Chronic liver disease / Cirrhosis
Chronic liver disease / cirrhosis
2 5 0
2 00
1 5 0
1 00
5 0
0
0 1 00 2 00 3 00 4 00 5 00 6 00
ADFs
(note: uses old version of Mosaic)

41. Applying Mosaic
How?

42. Applying Mosaic
How?
2 5 0
Shopping at Farmfoods
2 00
Shop at Farmfoods
1 5 0
1 00
5 0
0
0 1 00 2 00 3 00 4 00 5 00 6 00
ADFs
(note: uses old version of Mosaic)

43. Applying Mosaic
How?
2 5 0
Likelihood of having no bank account
2 00
No bank account
1 5 0
1 00
5 0
0
0 1 00 2 00 3 00 4 00 5 00 6 00
ADFs
(note: uses old version of Mosaic)

44. Applying Mosaic
How?
Betting & Bingo
2 5 0
2 00
1 8 0
2 00
1 6 0
1 4 0
1 5 0
1 2 0
Betting
Bingo
1 00
1 00
8 0
6 0
4 0 5 0
2 0
0 0
0 1 00 2 00 3 00 4 00 5 00 6 00 0 1 00 2 00 3 00 4 00 5 00 6 00
ADFs ADFs
(note: uses old version of Mosaic)

45. Other examples…
• Plotting a route for the ‘Branch Out Bus’ (BOB)
• Identifying new ‘No Rogue Trader’ Zones
• Exploring variations in school attainment
• Improving the take-up of free school meals
• Understanding drug treatment clients
• Alcohol-related hospital admissions
• Improving confidence in the police
• Engaging with flood zone households

46. Case Study: One Front Door
John Crossling

47. Case Study: One Front Door
• Taking key services to those in need
• Contribute to reducing inequalities
• Identify communities of need
• Identify what they need
• Determine the most efficient and effective
ways to meet these needs

48. • First, identified all relevant properties - One Front Door
WCC and potential partners

49. Case Study: One Front Door
• What do we know about our customers?
• Where do they come from?
• How do they contact us?
• What services do they use?

50. One Front Door

51. • Where are our customers? One Front Door

52. • Who do we target? One Front Door

53. • Where are our customers that prefer One Front Door
face to face service delivery?

54. • Where are those in greatest need? One Front Door

55. • Where are those in greatest need? One Front Door

56. • Where are those in greatest need? One Front Door

57. • Where are those who prefer F2F? One Front Door

58. • Where are specific customer types? One Front Door

59. One Front Door
Benefits of this approach
• This research…
– Indicates target concentrations
– Identifies typical issues/needs
– Suggests communication techniques
– Indicates key partners
– Targets service points
– Suggests properties for rationalisation
– Let’s look at Lillington…

60. One Front Door

61. One Front Door

62. One Front Door

63. One Front Door
What next?
• Identify what is being delivered – by who and how?
• Not just fixed service delivery eg mobile libraries
• Get partners on board – agree principles of co-
location; shared service delivery; shared costs;
shared efficiency savings
• Get community on board – consult and involve; use
appropriate communication; locality fora;
volunteers- “Big Society”
• Work together to develop new ways of delivering
services – Community Information Points are one
possible approach

64. One Front Door
Measuring success
• If we get this right we will…
– Take right services to the right people
– Raise profile and improve perception
– Address inequalities – develop communities –
help them migrate to other access channels
– Foster closer working relationships between
partners

65. Coffee

66. Further Scenarios

67. Further Scenarios
• WOMBAT – using WCC’s mapping system to
examine Mosaic
• Tackling child poverty
• Identifying need for Children’s Centres
• Positioning Local Centres / Satellites
• Targeted Community Forum engagement
• Informing property rationalisation
• Finding ‘big society’ hotspots
• Shaping high speed broadband provision

68. Discussion

69. Discussion – how can Mosaic help you?
• Work in groups of about 4 people
• Use the sheet to guide discussion
• Share some ideas for using Mosaic in your
areas of work

70. Moving Forward

71. Moving forward
• Share today’s material including ideas
• Yammer Group?
• Workshops, drop-in sessions?
• What do you need?

72. Further Information
Experian
Webpage > http://bit.ly/mosaic_ps
Brochure > http://bit.ly/mosaic_ps_brochure
Knowledge Base > www.publicsectorknowledgebase.co.uk
Case studies > http://bit.ly/mosaic_egs
Fact sheets > http://bit.ly/mosaic_facts Log-in required
Observatory
Our profiles > http://bit.ly/MosaicProfiles
Our case studies > http://bit.ly/obs_mosaic
Contact us > research@warwickshire.gov.uk