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Acorn
Glossaries
| Term | Definition |
|---|---|
| Acorn | ACORN, an acronym for "A Classification of Residential Neighborhoods," is a geodemographic segmentation system. It is a market analysis tool that classifies the population into different categories based on the assumption that people living in a given neighborhood or geographic area tend to share similar lifestyles, purchasing behaviors, and values. 2. What is it for / why is it important?ACORN is a strategic tool that allows marketers to go beyond basic demographic segmentation (age, gender, income) to create a much richer and more contextualized consumer profile. It's important because it helps companies:
3. When is it used / in what context is it useful?The ACORN system is mainly used in the following activities:
4. Practical exampleA low-cost gym chain wants to open a new location. Using an analysis like ACORN, it discovers that its ideal customers are concentrated in neighborhoods classified as "Young, Rising Professionals" and "Budget-conscious Families." The company can then map the city, identify the neighborhoods with the highest density of these categories, and choose the location with the best potential for success, avoiding opening in areas predominantly populated by "Affluent Retirees," which aren't its primary target. 5. Extra insightOriginating in the United Kingdom, the ACORN model has inspired geodemographic classification systems around the world. In the age of digital data, these tools have not lost their relevance, but have evolved. Today, they are often integrated with online browsing data, social media data, and transactional data to create even more precise and dynamic segmentations, combining "where you live" with "what you do" and "what interests you." |
