Kaleidoscope

Kaleidoscope is Lightstone Explore’s new geodemographic segmentation tool. We have used our many proprietary datasets (demographics, property, auto, retail, business) to categorise the population into 19 relevant segments, and used the datasets to describe each segment. At a very granular geographic level (Enumerator Area; over 100,000 in the country) we have identified the predominant type of person living in each area, along with their characteristics. This product is available within our geospatial platform LEO, or via other delivery mechanisms (eg database) depending on clients’ needs. It will help you to:

• Profile your customers & understand them better
• Understand the type of people living in the vicinity of your stores
• Identify where people of the right target type live, in order to target your marketing efforts.

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Town Segmentation & Characterisation

In addition to characterising people by the areas in which they live, we have also characterised towns in various ways that can help you understand the nature of opportunity in that town. Elements feeding into the characterisation include various aspects relating to the property landscape, the business landscape, the retail landscape, the cars within the town, the contribution to GDP by industry, and the demographics of the town. Some elements of change or growth are included to identify places likely to be growing or those that may be stagnating.

Customer segmentation

We have extensive experience in building customer segmentation models for various purposes. These models are sometimes built to size the market, to guide merchandising decisions, and to contribute to decisions about store location. Our off-the-shelf product characterises the predominant population within very granular geographic regions throughout the country – over 100,000 areas. Marketers use this to understand the type of people (and their likely customers) by area.