Our Lens Profile methodology is built on a proprietary consumer behaviour framework that classifies individuals and households into more than 60 distinct profile types. This system integrates multiple national datasets including the Census, the Household Budget Survey, and CSO and ESRI outputs to construct a multidimensional view of each catchment.

The process begins by harmonising demographic, socioeconomic, and expenditure data, followed by the application of our internal behavioural modelling engine which identifies patterns in income levels, spending habits, and lifestyle interests. Each profile type captures a unique combination of characteristics, enabling us to move beyond traditional demographic segmentation towards a more precise understanding of consumer motivations and behaviours.

By linking verified income data with category level expenditure trends, the Lens Profile allows us to quantify purchasing power, map consumption preferences, and highlight emerging shifts across different household groups. The model is further refined through iterative validation against observed market data and behavioural indicators. This methodology provides an exceptionally detailed, evidence led understanding of the specific catchment, allowing us to assess demand potential, tailor strategic recommendations, and support more accurate forecasting. Ultimately, the Lens Profile equips us with a powerful tool for interpreting local consumer dynamics with clarity, nuance, and statistical confidence.

Sample LENS Profile

Similarly to using solely publicly available data, mobile data cannot purely solve your issues. Used in combination with our public data models and our proprietary models, it enhances our ability to predict the catchment of your asset, allowing us to poke holes in our previously understood catchment model. It also informs us of where you’re not acquiring customers, leaving us the ability to measure potential growth.

Mobile data is provided by highly verified 3rd party providers. The data is anonymised to comply with GDPR policiesand is delivered to us in its raw form.