Mosaic is well worth a look, and is very striking for its mixture of first hand research and thundering clichés. The population of the UK is represented by 15 groups, broken down into 67 household categories – one of which will be applied to you, whoever you are, by Mosaic’s all-knowing postcode-centred database. The categories are accompanied by little character sketches. So who are you? At the top is ‘Alpha Territory’ consisting of groups such as ‘Global Power Brokers’, ‘Voices of Authority’, ‘Business Class’ and ‘Serious Money’; its members include Piers and Imogen: ‘If not found on their own private yacht, then they are most likely to be seen in the business or first class cabins of airlines, to holiday in their own foreign property and to enjoy the service of exclusive hotels and restaurants.’ They sound lovely. Group C for ‘Rural Solitude’ consists of five subgroups: ‘Squires among Locals, Country Loving Elders, Modern Agribusiness, Farming Today, Upland Struggle’.
The whole thing here.
