I. Introduction

A. What is Mosaic Selector

Mosaic Selector lets you create a customer profile report when there is little or no customer data available. It identifies classification types which are likely to be represented in a particular customer base, according to a set of qualitative information that you select.

You can use Mosaic Selector to access the characteristics (or variables) that have been used to build the Mosaic classifications. By selecting the relevant characteristics, you can compile a report of likely customers without the need for actual customer data.

There are two ways in which Mosaic Selector can be used to produce a customer profile report:

1. There is no customer data or research information. By using Mosaic Selector it is possible to weight likely characteristics found in a customer base to produce a customer profile report.

2. There is a basic customer data available such as demographics and lifestyle characteristics, perhaps obtained from cross-tabs, market research or perhaps just the gut feeling approach. This information can be used in the Mosaic Selector to weight the characteristics to produce a customer profile report.

B. Classification Systems

Consumer classifications allow individual consumers to be grouped together based on common characteristics. Their primary purpose is descriptive, as they paint a rich picture of the different types of individuals that they classify.

Classification systems are essentially labels, which have been derived using the principles of geo-demographics. They comprehensively describe consumer’s socio-economic and socio-cultural behaviour.

For instance, if you know that Group A is more likely to use a particular product than Group B, you can search for the residential areas containing a high proportion of Group A to increase your customer base.

Mosaic Selector is supplied with the following classifications as standard:

Mosaic - Experian’s award-winning geo-demographic segmentation system which classifies consumer segments at the finest level of geography available in the market. Mosaic Japan classifies approximately 46 million households and 127 million individuals in Japan into 50 unique Mosaic Types and 11 Groups that share similar demographic and lifestyle characteristics, including personal income, occupation and type of housing etc..

II. Creating the Customer Profile Report

To create a customer profile report you select the most appropriate classification (i.e. Mosaic Group or Type) as the basis for your report.

Then you apply the weighting factors to those characteristics within the classification that you think are significant to your customer profile.

The following weighting factors are available:

Weighting factor	Use
High	For characteristics that are definitely important within your customer profile.
Average	For characteristics that are close to the national average in your customer profile.
Low	For characteristics that are definitely unimportant within the overall profile of your customers, but are still relevant.
Not specific	For characteristics that you do not want taken into account at all for your customer profile.

Identify a characteristic to which you want to apply a weighting factor, and then click on the appropriate weighting factor.

If you want to clear the selected characteristics you have set, click the radio button again to unselect the relevant characteristics. Or you can click “Clear” button to clear all selected characteristics.

When you have selected all the relevant characteristics, click “Process” button to generate your customer profile.

The selected characteristics and the customer profile are shown as below.

III. Creating a New Customer Profile

To create a new customer profile, you can go back to the Mosaic Selector classification page by clicking button “More Report”. Then repeat the procedures in section II.

IV. Reading the Profile Report

The customer profile is shown as below, followed by the selected characteristics.

The customer profile is ranked by index in descending order. Mosaic group/type with the higher rank indicates more targets with selected characteristics in the particular Mosaic group/type.

Data item description

Mosaic Group/Type	Mosaic Japan Group/Type Label
Description	Mosaic Japan Group/Type Description
Index	Indication of whether a particular segment is over or under represented in the selected target [The upper limit for index is 999]
% Households	Percentage of households of corresponding Mosaic Group/Type in Japan households
Cumulative % Households	Cumulative percentage of households of corresponding Mosaic Group/Type in Japan households in descending order of index
% Population	Percentage of population of corresponding Mosaic Group/Type in Japan population
Cumulative % Population	Cumulative percentage of population of corresponding Mosaic Group/Type in Japan population in descending order of index

How to interpret the Index value?

The Index compares the customer distribution with the overall Japan distribution. This gives an indication of whether a particular segment is over or under represented in the selected target.

Index = 100 means that the proportion of customers in a certain Mosaic Group on par with the proportion of people in the same Mosaic Group in the overall Japan population, i.e. one would not expect any more or any fewer people of this Mosaic Group than the average Japan population.

Index > 100 means that there are more customers in a certain Mosaic Group than what one would expect in the average population, i.e. the strong presence of this particular Mosaic Group is a noticeable characteristic of selected target.

Index < 100 means that there are fewer customers in a certain Mosaic Group than what one would expect in the average population, i.e. the relative absence of this particular Mosaic Group is a noticeable characteristic of selected target.

V. Printing the Profile Report

To print the profile report, click on the button “Print Friendly”, a window will pop up. You can print it out, the size of this paper is fit for “A4” paper.

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