- Geodemographics, for all its wonderfulness is a pretty blunt targeting tool – yes it improves on the random selection from the population but only very slightly. Only where the profile indicated that a given place, typically a postcode area, was at least five times more likely to contain people with a given behaviour did we consider it worthy of selection. And that was for a door drop not for expensive direct mail – for that we needed ten times at least.
- For some products and services there simply wasn’t much evidence – beyond confirming existing income-based differences – of a significant variation from par to mean that the ACORN, MOSAIC or Superprofiles analysis. Too often I tore open with rising excitement the envelope containing the profile for a client only to see a flat profile of mostly academic value. To make things work for the client we turned back to old fashioned techniques – using known responders, previous customers and incentivised two-stage campaigns to get new buyers.
The Shelter Housing Insights for Communities resource is a must-have for anyone involved in community consultation on housing development. Built using ACORN and extensive bespoke national surveys on housing attitudes, this resource is a unique insight into the housing views and aspirations of local communities; providing advice on cost-effective and targeted consultation.