The Première Profiler provides a detailed breakdown of the passing audience of each of our panels. It is based on an Origin/Destination model and not on more traditional catchment area techniques. This means we are able to profile different kinds of people as they make different types of journey.
The census contains information about where people live, what kind of people they are, where they work and how they get to work. This information is combined with other sources of information such as lifestyle surveys and retail databases to produce our model.
From the journey to work information, we can identify the most likely routes people would take, and whether or not they pass any of our panels. Census information is held at a level called ‘output area’. Each output area contains around 125 households. It is the output area that is profiled for our model.
The shopping trip information is slightly different. Information is held at a retail level, and an attraction model built (i.e. a score of how attractive the retail centre is, based on many different criteria such as spend, car park spaces, type of product sold etc). Household shopping information is also held, again at an output level area. Using Gravity Modelling, it is possible to match the supply and demand information to determine where each output area’s population is likely to travel on a shopping trip. Again, the most likely routes of the journey are calculated.
We are able to profile our audience either using demographic variables (such as age/sex/socio-economic group) or Personicx.
Personicx is a method of segmenting households into 60 clusters. Unlike the socio-economic clusters (AB,C1 etc which is solely income based), it includes references to lifestage and affluence as well as lifestyle. For instance, a young AB living in London would presumably have a different lifestyle to an elderly AB living in rural Scotland.
You can use the Profiler without being registered by Logining in as a guest, although some search features are hidden
Please contact us to inquire about registering
