Sonar. A Geo-Demographic Segmentation system in Vision

  • 25 Jan 2018
Sonar in Vision.jpg

Gain a better understanding of your customers and find more of them with Sonar geo-demographic segmentation data, now available in Vision.

The data

Sonar is a truly unique segmentation system that divides Great Britain into 80 mutually exclusive groups according to the types of neighbourhood in which they live. To do this a number of different data sources were used and these include:

  • 2011 Census data
  • TRAC Consultancy Postcode classification of wealth
  • TRAC Consultancy Postcode classification of consumer activity
  • Land Registry data on house prices and sales activity
  • Council tax bands

These sources were carefully examined and key variables that would provide maximum discrimination were chosen to build the classification. The 80 Sonar codes are organised into 6 broad Life stage groups, which are

  • Group A – Young Singles
  • Group B – Young Families
  • Group C – Families
  • Group D – Mature Families
  • Group E – Empty Nesters
  • Group F – Retired

They are also organised into 4 quartiles representing Wealth, which are

  • Group 1 – Affluent
  • Group 2 – Comfortable
  • Group 3 – Less Comfortable
  • Group 4 - Struggling

Sonar is currently available for Postcode Sectors and postal geography above this level, and Wards and administrative geography above this level.

How can this data be used?

Subscribing to this data package in Vision can provide your business with a number of key benefits.

  • Demographic Knowledge. Get a precise understanding of key demographics across the country and your territories. See which areas hold the highest levels of key segments for your business, such as, people in the older life stages with higher levels of affluence for example.

  • Territory Planning. This information can be used to ensure that when you create territories, they contain enough of your target market, or even just as a supplement to your other data with this advanced dataset.

  • Targeted Marketing. Thematically shade territories and gain instant access to where the hotspots of your target segments are for the best returns on your marketing efforts.

About TRAC Consultancy

David Griffiths has worked for many years in the areas of statistical analysis and modelling within both the Government and the Commercial sector. In 1991 he set up TRAC as a means of offering his skills and expertise on an independent basis to help clients generate insight from data to meet business objectives.