EXPERIAN REVEALS NEW CONSUMER INSIGHTS WITH THE LAUNCH OF MOSAIC SINGAPORE

 Award-winning consumer segmentation tool helps marketers target, acquire, manage and develop profitable customer relationships

 

Singapore, 1 November, 2007 – Experian^®, the global information solutions company, today announced the launch of Mosaic Singapore, its advanced consumer classification solution designed to promote deeper understanding of the Singapore market through unrivalled geo-demographic and lifestyle analysis.

Mosaic Singapore classifies all of Singapore’s households and individuals into seven Groups and 27 unique Types on the basis of distinctive demographic, socio-economic and behavioural characteristics.  It paints a rich picture across the whole spectrum of consumer segments, and provides extensive insight into consumer behaviours.

Mosaic Singapore has been developed by Experian in collaboration with SingPost, Singapore’s public postal licensee and Experian's sales and marketing partner for the product.  Data used to build Mosaic Singapore was sourced from the population census and SingPost’s lifestyle survey, which reveals an extensive set of consumer attributes such as investment decisions, social habits as well as preferred languages and choices of music.  The data is anonymised to protect privacy, and aggregated into small neighbourhood areas for understanding of useful trends and patterns.

Dr. Sam Chiu, Director, Business Strategies, Experian Asia Pacific, said: “Experian’s unique Mosaic methodology links detailed consumer insights to specific locations, thereby enhancing marketers ability to identify, differentiate and locate target customers.  Organisations around the world use Mosaic to help them make strategic and tactical decisions in market planning, location planning and target marketing for better return on their marketing spend.”

The seven Mosaic Singapore Groups are:

·         Successful Cosmopolitans

People who are well entrenched into corporate careers and luxury cosmopolitan lifestyles in prime central neighbourhoods.

 ·         Ageing Wealth

Older well-to-do families, many retired and leading leisurely lives in mature low-density premier districts.

 ·         Comfortable Heartlanders

Educated suburbanites with comfortable careers living in more established HDB Estates.

·         Young Contemporary

Newer families living in the most recently built HDB Estates which are in peripheral locations on the island well served by the MRT and LRT.

·         Multicultural Grass Roots

Middle-income families from a broad spectrum of ethnic backgrounds, living in HDB and surrounding estates in geographically widespread neighbourhoods. 

·         Blue Collar Subsistence

People living near heavily industrial zones and working in manufacturing, transport and technical sectors.

·         Twilight Fringe

Ageing Singaporeans living in some of the oldest, densely populated residential enclaves on the island.

 

“Experian has been developing consumer segmentation systems for over 20 years. We are very pleased that Mosaic Singapore has taken its place among a global network of Mosaic consumer classifications that covers 26 countries and over a billion consumers worldwide,” said Dr Chiu.  Recently Experian has picked up its third award in four years at the prestigious 2007 Connect Awards in London, for the latest innovations to the Mosaic family of products.  The annual award was sponsored jointly by Marketing Direct and Direct Response magazines to honour the very best in direct marketing practice.

Operationally, Mosaic segmentation data is tied to Singapore’s 6-digit postal codes, and delivered via Experian’s address management software, QuickAddress.  Paul Vescovi, Director, Marketing Solutions, Experian Asia Pacific, said: “Comprehensive and accurate customer information is an organisation’s most important data asset.  Our award-winning QuickAddress software provides the dual benefits of enhancing customer data integrity and enriching the data with valuable insights.  Mosaic delivered via QuickAddress makes a key customer relationship management tool for Singapore businesses.”

 

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End Notes

 

Mosaic classifies households in Singapore by allocating them to one of the seven Groups and 27 Types.

 

　

 

Note: 0.47% of Singapore households are identified to U99 Unclassified.