How Acorn works
A modern and innovative approach to geodemographic segmentation
Acorn works by combining geography with demographics and information about the characteristics and behaviours of consumers
Backed by leading AI techniques, extensive input data, detailed product collateral and dashboards, Acorn is easy-to-use with applications across the whole of your organisation, revolutionising your approach to consumers.
The detailed consumer information you gain with Acorn enables you to create effective business strategies. From personalising content to resonate with different audiences to ensuring you locate your next store in the best possible location, Acorn provides the insights you need to help you plan and prepare for the future.
A unique and radically different approach to geodemographics
Data sources
Vast amounts of up-to-date data sources are combined with the latest Census information to create the foundation of the segmentation
Analysis
AI techniques are used to comprehend and best utilise the data to create a postcode level dataset
Allocation
The latest Deep Learning techniques have been used to allocate postcodes to the most appropriate Acorn Category, Group and Type
Enhancement
Profiling is facilitated by applying the segmentation to research panels to build out rich insight into each segment
Now with Acorn Live
Acorn Live is a powerful new addition to Acorn , transforming traditional audience segmentation into dynamic, real‑time interaction. Instead of static profiles, Acorn Groups become fully interactive AI personas that you can question, explore and learn from. Built using advanced conversational AI and intelligent simulations, Acorn Live lets you quickly test ideas, ask natural questions, and see how different audience groups might react in real‑world scenarios, before you commit to a strategy. Each persona reflects the demographics, lifestyle patterns and behaviours of its Acorn Group, giving teams a richer and more immersive way to understand what truly matters to their audiences.
Developed in partnership with Verve Vero, Acorn Live takes Acorn beyond segmentation and into the realm of simulation, enabling organisations to hear the “voice” of different consumer types in real time. By modelling how each group thinks, behaves and prioritises, it helps reveal variations in needs, motivations and likely responses across audiences. The result is a deeper, more intuitive understanding of consumers, providing clearer insights, faster learning, and more confident decision‑making across marketing, product and customer experience initiatives.
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Deep dive into the insights you can gain with Acorn! Explore the key characteristics of each Acorn segment, and discover your own Acorn Group with our interactive dashboard.
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