What is Mosaic?
Mosaic is a powerful consumer segmentation framework that helps you to understand your customers and prospects at a deeper level. By classifying individuals and households based on the latest demographic, behavioural, and lifestyle data, Mosaic provides a clear approach to identifying who your customers are and how best to engage them.
Now on its eighth release, Mosaic has been rebuilt to reflect how people live today – bringing greater granularity and clarity to classification of the changing UK population.
It provides:
Deep insights: Classifies individuals and households using up-to-date demographic, behavioural, and lifestyle data – with 74% of inputs now at a household level.
Modern relevance: Reflects how people in the UK live today with refreshed data and rebuilt population clusters now delivered through 18 groups spanning 68 clearly defined types.
Targeted engagement: Supports more relevant marketing, campaign planning, and customer profiling.
Operational efficiency: Enhances decision-making in communications, service delivery, and location planning.
Reduced guesswork: Provides a trusted and clear framework that helps teams identify and engage audiences effectively.
What sets Mosaic apart?
How Mosaic helps you
Target
Select the right channels and messages by understanding your customers’ values, habits, and media preferences.
Allocate
Optimise your media spend across online and offline channels based on audience preferences.
Position
Choose the best locations for your sites or stores using detailed local catchment profiles.
Personalise
Deliver more relevant, engaging communications that improve customer experience and drive retention.
Explore Mosaic profiles
Mosaic is able to segment the UK population into 18 groups and 68 types based on shared demographics and lifestyles, each with a unique name—like ‘A – Lavish Lifestyles’—with detailed consumer insights to support targeted engagement.
Take a more in-depth look at both mosaic group and type segments or explore some wider data audiences available with our data taxonomy.
Who uses Mosaic?
Thousands of businesses covering a diverse range of sectors use Mosaic. Well known brands as well as public sectors covering emergency services through to local and national government, leading agencies and media organisations all make use of Mosaic to make their marketing more effective.
Experian help Bunches increase new customer orders to 80% of targeted inserts
"Mosaic is really powerful for making good marketing decisions. We love the data; it's great to identify trends and see nuances of buying behaviour."
Dani Turner, Customer Experience Director, Bunches
Experian help Lambeth Council better understand the impact of the cost of living crisis on its residents
"The Experian data has been crucial in helping us plan for potential increases and anticipate our residents' financial situations. The geographic breakdown of the data has been especially helpful, as it provides us with a more tangible basis for decision-making, beyond just tables or lists."
Abbigail Sancto, Data Analyst, Lambeth Council
Experian help Salford City Council better understand how and where to address public health issues
"Mosaic delivers what we need it to. It helps us meet the twin aims of better understanding our population and how best to reach those we need to. The most value is gained from the huge number of measures available and then being able to map that data down to the most granular household level."
Gordon Adams, Strategic Intelligence Manager at Salford City Council
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