Using P2 People and Places

Profiling your customers with P2 People & Places

UK consumers are overloaded with information from a range of sources making it difficult to connect with them. The key to making your message stand out is relevancy which is why you need to understand exactly who your target market is and what they want.

Businesses use geodemographic classifications to understand who their customers are and learn about what is important to them. It provides the insight required to communicate with the right types of people with the right type of message at the right time.

Profiling your customers will enable you to:

  • Use profiles to find new customers that match
  • Tailor the style and message in communications
  • Use the most appropriate media
  • Drive brand recognition and loyalty
  • Identify ideal locations for outlets and service centres
  • Treat all your customers as individuals.

Here’s an example of how you can profile your customers with P2 People & Places Tree and Branch classifications using a Geographical Information System (GIS) such as Prospex. The following table shows a snippet of coded locations.

Postcode Tree Branch
BD23 4APBB04
HU6 7JPCC07
LS10 2NFMM38
YO26 4UBDD11
M23 2TBKK31
LL11 6PJJJ28

Each postcode from your data is located and coded with a Tree or Branch type. In this case nearly 10 thousand records (Sample) are compared to national averages to generate a customer database profile.

The profile shows two things.

  1. The 'Sample' count shows what kinds of people your data represents. The profile shows that most customers (Households) come from Trees C, J, K and N. You can also see that you are not reaching Tree types A, G or F.
  2. The 'Index' shows how your customer profile differs from the average. While J Tree type customers are the most common you are reaching below average numbers of them. N Tree type customers account for a big proportion of your clients and you reach more than 3 times the average.

This profile has been created by comparing customer data against a national catchment. Analysis can also be done using smaller areas. If you analyse your customer data against the total numbers for your town or within an hour's drive of your store, you can create a more localised profile of your customers and an estimate of your total potential market. This also means that you can work out where your market penetration can be improved.

Tree Description Sample HH Index
Total 9,497 25,943,756 100
 
N Disadvantaged Families 1,277 1,073,613 322
 
I New Starters 775 741,167 283
 
K Multicultural Centres 1,264 1,485,155 231
 
D Qualified Metropolitans 639 1,175,024 147
 
L Struggling Singles 436 985,698 120
 
O Urban Challenge 363 971,239 101
 
E Professional Families 722 2,014,171 97
 
M Weathered Communities 526 1,499,507 95
 
J Working Families 1,651 5,281,442 85
 
F Upland Landowners 93 418,407 60
 
C Middle England 1,010 5,274,017 52
 
A Affluent Owners 79 490,725 44
 
B Thriving Families 187 1,196,746 42
 
H Married Manufacturers 404 2,612,651 42
 
G Celtic Producers 71 724,194 27
 

Locating new customers using P2 People & Places customer profiles

A P2 profile will help you identify where new customers are likely to be found. The profile above indicates that Trees C, J, K and N make up about half of your customers. Using a GIS and P2 People & demographic data will show you areas with higher numbers of these types of people.

National Map

Both maps show the areas that have a higher than average proportion of Tree type C, J, K and N households based on the profile. Green areas have a higher than average proportion, red areas a lower than average.

The National Map illustrates that

  • Scotland and Northern Ireland would be poor areas to target
  • The target market is well represented in England
  • The target market is not found in uplands
National Target Areas
Local Map

Using the National Map for an overview leads to a desire for more detail. Using the same index values and data breakdowns as the National Map a local map of Northampton has been produced. This map shows the individual postcode sectors and how they index against National proportions.

The Local Map shows

  • The urban areas are not good marketing targets
  • Rural central Northamptonshire is a good marketing target
Local Target Areas