MIC unveils alternative to Census

Marketing Information Consultancy is launching a new pro-

filing system and is billing it as

an alternative source of market analysis to the Population

Census.

The Lifestyle Census is an amalgamation of data from sister companies NDL and CMT and claims to provide 300 lifestyle, demographic and purchasing details on 18 million people in 13 million households.

It also includes information on incomes, an index that is excluded from the Population Census.

MIC says its system is more precise as it can provide information down to postcode level, rather than the district level favoured by the Population Census, which covers 200 households.

“There is nothing like it available in the market, nothing as large or as detailed,” claims MIC managing consultant Richard Bandell.

“The Population Census was designed for government purposes, whereas this is designed by marketers for marketers. We have the facility to cover one in two households.”

MIC claims it can provide clients with spending-potential estimates at postcode level for specific products.

The system also allows the creation of a market or product-specific classification system at postcode level which can be overlaid onto customer files to identify the best prospects for cross-selling opportunities.