Acorn takes advantage of the new data environment created by the Public Data Group, Open Data and similar initiatives. We have followed the lead of the ONS Beyond 2011 project to investigate how to replace the census with alternative sources of information.
The advantage of this approach is the use of public registers and large private sector permissioned databases to build up comprehensive data for households and families across the country. Data such as house type, housing tenure, family structure and age, have been the core of all geodemographic segmentations. Having this information for nearly every household provides a base for Acorn and Household Acorn.
Many of the inputs are government registers or data sets available as Open Data, through freedom of information, or purchased under licence. CACI has also made extensive use of data from the private sector, for example housing adverts placed on a number of online property portals.
Where useful information is not readily available we have compiled the data ourselves.
Details of the data inputs to Acorn can be found in our detailed Acorn technical document and Acorn videos.