Using Mosaic to better understand households in Warwickshire

Better understanding the likely needs of Warwickshire residents in order to develop and deliver more appropriately tailored services has become an increasingly important area of work in recent years. Using a profiling tool such as Mosaic is one way in which local authorities can begin to do this.

Mosaic uses a wide range of data to allocate households into similar groups and types based on likely common characteristics. Using Mosaic it is possible to establish the different needs that Mosaic groups and types may have, identify where specific needs are located and understand each group’s preferred channels of communication.

Warwickshire Observatory have produced a series of Mosaic Group profiles. Each one identifies the volume and location of the specific Mosaic group in Warwickshire, describes its key features and points to some of the likely public sector service needs of that particular group.  Potential applications of Mosaic for local authorities are also highlighted.


Key Findings

  • Warwickshire is represented in all of the 15 Mosaic Groups, however, the largest group in the county is Group D (Successful professionals living in suburban or semi-rural homes). Group D accounts for 34,680 households in Warwickshire, 14.6% of all households.
  • Warwickshire also has sizable volumes of households in Group E (Middle income families living in moderate suburban semis) and Group B (Residents of small and mid-sized towns with strong local roots). Together they account for nearly a quarter of all Warwickshire’s households.
  • Group N (Young people renting flats in high density social housing) is the smallest Mosaic Group in Warwickshire, but one that is likely to have a significant dependency on public sector service provision. These ouseholds are relatively concentrated in their distribution with 65% of households located in just 20 Lower Super Output Areas.
  • An estimated 70% of Group M households (Elderly people reliant on state support) are likely to be over 70 years old. The group is widely distributed throughout the county but with concentrations in urban areas in the North andRugby.
  • Group O (Families in low rise social housing with high levels of benefit need) is relatively small in volume but is likely to contain some of Warwickshire’s most vulnerable households in terms of financial and social support needs. Around two thirds of Group O households are found in just 20 Lower Super Output Areas, mostly in the county’s main towns in the north.

The Observatory is considering holding a seminar to help inform potential users about Mosaic and its applications.  If you would be interested in attending such an event, please email

Click on the profiles below to view:

Mosaic Group A – Residents of isolated rural communities

Mosaic Group B – Residents of small and mid sized towns with strong roots

Mosaic Group C – Wealthy people living in the most sought after neighbourhoods

Mosaic Group D – Successful professionals living in suburban or semi rural homes

Mosaic Group E – Middle income families living in moderate suburban semis

Mosaic Group F – Couples with young children in comfortable modern housing

Mosaic Group G – Young, well educated city dwellers

Mosaic Group H – Couples and young singles in small modern starter homes

Mosaic Group I – Lower income workers in urban terraces in often diverse areas

Mosaic Group J – Owner occupiers in older-style housing in ex-industrial areas

Mosaic Group K – Residents with sufficient incomes in right-to-buy social houses

Mosaic Group L – Active elderly people living in pleasant retirement locations

Mosaic Group M – Elderly people reliant on state support

Mosaic Group N – Young people renting flats in high density social housing

Mosaic Group O – Families in low-rise social housing with high levels of benefit need

4 Responses

  1. […] of publications relating to the use of Mosaic including a briefing note and more recently as set of Warwickshire Mosaic Profiles. There is also further information and case studies on our website. Share […]

  2. […] and channel preferences.  We had previously posted a briefing note on Mosaic and have produced Warwickshire Mosaic profiles, and today’s session was designed to raise further awareness of the dataset and discuss how […]

  3. […] Using Mosaic to better understand households in Warwickshire […]

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