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Sonar Geo-Demographic Classification
Sonar is a truly unique and powerful segmentation system that classifies all households and residents in the country according to the type of neighbourhood in which they live. The objectives of the Sonar classification are to provide a powerful and unique tool for consumer segmentation and market planning which is highly effective at identifying the target audiences you wish to reach in a simple and easily understood way. To do this a number of different data sources were used and these include:
- 2001 Census data
- TRAC Consultancies postcode classification of Wealth
- TRAC Consultancies postcode classification of Consumer Activity
- Land Registry data on house prices and sales activity
These sources were carefully examined and key
variables that would provide maximum discrimination were chosen to
build the classification. A number of different statistical techniques
were tested and a huge number of different cluster solutions were
built and compared before the final preferred solution was chosen.
Sonar is the final result. It is a Geo-Demographic classification
of unrivalled power and accuracy.
Sonar classifies the country into 80 groups. The
80 Sonar codes are organized into 6 broad lifestyle groups, which
are:
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Group A - Young Singles |
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Group B - Young Families |
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Group C - Families |
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Group D - Mature Families |
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Group E - Empty Nesters |
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Group F - Retired |
and four Affluence groups, which are
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Group 1-
Affluent |
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Group 2-
Comfortable |
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Group 3-
Less Comfortable |
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Group 4-
Struggling |
An example of a full Sonar profile is shown below:-
The profile shows that the client file is heavily
over represented in certain Sonar groups to do with professionals
and affluence and that significant gains could be accrued through
targeting these key Sonar groups. The gains curve is as follows:-
For further information about Sonar Download
Here 
Other data products include:
Wealth & Consumer Activity
Financial Activity and
Debt
Residential House Price
Ageis
Census Data
Unemployment
and Job Vacancies
Postcode Geolink
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