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Group and Type Descriptions Mosaic UK 2009

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Group and Type Descriptions Mosaic UK 2009 Mosaic UK 2009 Group and Type Descriptions Mosaic UK 2009 Group Descriptions Group A Alpha Territory Overview Alpha Territory contains many of the most wealthy and influential people in Britain. Here we find people who have risen to positions of power in the private and public sectors, whether as owners of their own businesses, as bankers in the city, as senior managers in industry or as top lawyers, surgeons or civil servants as well as a small but influential cadre of celebrities in sport, the arts and entertainment. An increasingly large proportion of this group are wealthy foreign nationals who maintain a home in London. Some of these residents are top executives employed by international companies, others wealthy entrepreneurs, increasingly from Russia and the Middle East, who find Britain a safe and convivial location in which to look after their business interests. In recent years, this elite group has become increasingly concentrated in the London area and in particular in fashionable central and inner London suburbs such as South Kensington, Islington and Notting Hill. Clusters of this group are also common in prime residential areas in Surrey and the Chilterns and in the semi-rural commuter belt of Britain’s largest regional centres. People in Alpha Territory can live in quite different types of housing, in smart private flats in high density neighbourhoods of inner London, town houses in Georgian squares in Bath or Edinburgh’s new town, in smart villas built for Victorian merchant classes and their servants and in the large properties common on the outskirts of big cities, many of which are equipped with tennis courts, swimming pools and staff accommodation. This group are the most likely to purchase bespoke luxury items and be the target market for the most expensive brands of jewellery, cars, kitchens and furniture. A particularly high proportion of their income is spent on out- sourced services. These are people who are likely to pay for private education, and for private hospitals to treat their illnesses. They are the most likely to employ staff to clean their homes, iron their shirts, tutor their children, maintain their gardens and manage their swimming pools. Many gardens will have been landscaped and homes made over by an interior designer. Assuming they don’t yet have access to private jets or yachts, this is the group which is most likely to be found in the business or first class cabins of British Airways, to holiday in their own foreign property and to enjoy the service of exclusive hotels and restaurants. Used to managing complex business affairs, many rely on specialist investment, tax and legal advisers rather than on television commercials, Internet adverts or direct mail shots. Generally they are hard to reach using conventional media, not least on account of the fact that they work long hours. A common characteristic of Alpha Territory is their extensive network of personal contacts with whom they confer on personal as well as business affairs. However this group is reached effectively via the Financial Times, by leading business publications and by sponsorship of major sporting events to which many may be invited by friends and business partners. Alpha Territory are comfortable shopping at Harrods and Harvey Nichols, but generally eschew the mass market retail chain in favour of niche suppliers who offer bespoke services. For Alpha Territory, quality of service is more important than either range or price since they will often arrive at a shop knowing what brand they would like to buy. Purchases will be carefully wrapped and handed over in a smart branded bag or delivered by van to their homes. Credit accounts will be used as an alternative to cash but outstanding balances will be paid off at the end of the month. Page 2 │ Mosaic UK 2009 – Group and Type Descriptions Version 1.1 │August 2009 Mosaic UK 2009 Despite their material and outward success, the hectic lifestyles can be wearing on personal relationships, and many people are too busy to spend large amounts of time with their partners. Whilst many children who grow up in these families achieve good grades at university, they can also suffer from the pressure to emulate the success of their parents. These are difficult areas for charities to recruit door-to-door or for canvassers to obtain clear answers as to how people will vote in a forthcoming election. Online Behaviour The Internet is a key source of information for this group, and they spend a lot of time browsing news websites. They exhibit a strong preference for established providers such as the BBC and Financial Times, but also read relevant blogs and will even interact with social media sites that service their interests. This group also uses the Internet to manage their professional and financial affairs, using everything from premium online banking and investment services, to property and niche job websites. Although this group has significant wealth, only a small amount of it is spent online. When shopping online they prefer premium retailers and travel websites, particularly airlines. Although not responsive to door-to-door charity collections, this group does participate in, and donate to, charitable causes online. Group B Professional Rewards Overview Professional Rewards contains swathes of Britain's executive and managerial classes who have worked diligently to build up a comfortable lifestyle and a significant financial asset base. Often in their 40s, 50s or 60s, some may be owners of small or medium sized businesses whilst others will have risen to senior positions in large national or international businesses. These are people who have built up significant equity in their own homes and who are at the stage in life where it is not uncommon for them to be the beneficiaries of legacies, inheriting a share of their parents' homes or other savings. With significant incomes from their investments as well as from employment most of these people have reached the level where the many boxes in which they enter income on their annual income tax return will take them over the threshold for paying tax at a higher rate. Most are married and living in a spacious family home with photographs of successful children, many of whom are by now at university or finding their feet in successful careers of their own. The house is likely to have four or more bedrooms, two bathrooms, to be detached and surrounded by other similar houses. It is likely to be located in a quiet residential neighbourhood in the outer suburbs of a large city or in a semi-rural dormitory village from which the husband, and often the wife, travel some distance by car to work. Homes are likely to be well equipped with a wide range of modern appliances and labour saving devices, with homes and gardens maintained in a good condition, and appliances replaced as soon as they become defective. Although as a rule these are not people who expect to be treated with especial deference, they are ones who would avoid shopping at retail chains where service wasn't a key component of the overall proposition. They seek value for money rather than the lowest prices and will pay a premium for brands with a reputation for reliability. When shopping for groceries Professional Rewards are a good market for specialist products rather than basic essentials and will be more comfortable making personal requests at the delicatessen and fish counters of Waitrose than purchasing own label discount brands at Aldi or Lidl. Page 3 │ Mosaic UK 2009 – Group and Type Descriptions Version 1.1 │August 2009 Mosaic UK 2009 Tastes in clothing and furniture are generally conservative, with preferences for good taste over ostentation. Dry cleaning and hairdressing costs are considered essential. This is the prime market for the broadsheet newspapers, particularly for The Daily Telegraph and the Sunday Times, especially those editions which feature the latest annual ranking of companies, schools, hospitals or universities. In general Professional Rewards are influenced by evidence rather than hard sell and they deliberate carefully before purchasing high ticket items, making use of publications such as Which? and the results of price comparison sites. People rely on national media to obtain the information they need to achieve the highest return on their investments consistent with security. An increasing number of Professional Rewards are owners of a second home, whether in Britain or overseas, where they will take multiple holidays throughout the year. Others will stay in hotels or rent attractive country cottages. A significant number of older people will be considering a cruise of a lifetime or will have plans for a trip to Australia or America to see friends and relations. This group will provide regular and knowledgeable audiences for theatres and concert halls. Professional Rewards are careful, law abiding and self supporting, so tend to be modest users of public services. However a premium is attached to the performance of their children in school and university examinations, and proximity to a high performing local school is likely to have played a significant role when they first decided on the property in which they currently live. These are usually safe Conservative seats. Online Behaviour This group tends to be conservative in their tastes, and this is reflected in their online behaviour. They use the Internet to shop for a range of goods, but prefer the brands they recognize from the high street – such as Marks and Spencer and Sainsbury’s – to online only retailers. This group also use the Internet to research before purchasing everything from financial services products to holidays, and they are likely to contribute to review websites such as TripAdvisor.
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