What is Citizen?

Citizen is a geo-demographic profiling tool that defines the entire UK population by 6 segments and 28 sub-segments. These groups were generated using information such as direct mail, email usage statistics and peripheral data indicators. For example, proximity to good/poor performing state schools, distance to Waitrose and distance to pawnbrokers, all of which are powerful affluence indicators.

The six major segments

The segments range from very low social demographic groups such as the Credit Crunchers, city dwellers over half of which live in council properties, to the affluent Baby Boomers, who are high earners and big spenders. 


Citizen can be used to create a thorough overview of your existing customers. The insight gained from Citizen can be manipulated for research analysis purposes, such as profiling by recruitment channel, improved cold prospects targeting and creative segmentation.