Mosaic Seminar – understanding our customers

Today we hosted a seminar for County Council colleagues on the Mosaic dataset.  Mosaic is a household classification tool, providing a detailed understanding of each resident’s demographics, lifestyle and behaviours.  It provides us with an accurate way of differentiating between different customer types, each with their own unique set of service needs 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 it might be applied.

For those of you unable to attend the seminar, we have attached our presentation below.  It contains the following sections:

  • What is Mosaic?
  • Tell-us-a-postcode exercise (making it real)
  • Warwickshire’s Mosaic profile
  • Applying Mosaic in Warwickshire
  • Case study: the ‘one front door’ programme

Staff then discussed some potential applications of Mosaic within their own service areas, with many good ideas emerging.

We recommend clicking on the ‘view fullscreen’ button when browsing the presentation.

We will now help colleagues across the organisation explore how they might be able to make use of Mosaic to profile customers, identify need, engage with residents using the most effective channels and target service delivery in the right places.  Please contact us at if you have any queries.

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