MOSAIC is one of over twenty neighborhood classification systems built by Experian staff, whose international segmentation experience stretches back over decades. Some of the most experienced people who study international demographics in North America were involved with the development of MOSAIC. The MOSAIC assignments are updated annually by ensuring that the assignment is as accurate as possible given shifts in local area demographics.

Neighborhood classification or segmentation is one of the cornerstones of our type of analysis and is used in a wide range of marketing and site location applications, including: neighborhood description, customer analysis, facility planning, advertising, and direct mail. The attractiveness of neighborhood segmentation stems from the accurate performance and inherent simplicity of the technique.

Granted, MOSAIC is the technology that our primary product is based on, but we take it much further. It is just one of the research types we use. What we do involves taking your existing customer base and plotting that information against all the data in the MOSAIC system. From that we get an initial analysis of WHO is most likely to respond to your advertising and buy from you. Once we have this analysis in hand, we can run it against several other research databases, including Scarborough. From that process we derive where, when and more importantly to whom to advertise.

This is, of course, a simplistic explanation of the process, but it should give you an idea of how powerful this concept is. Just think about it for a second, WHY WOULD YOU WANT TO MARKET TO SOMEONE WHO IS NOT AN ACTUAL PROSPECT FOR YOUR BUSINESS? That's a clear waste of marketing dollars!

In addition to MOSAIC, our flag product, we also deliver advertising design, planning and placement, and direct mail services, all through existing partnerships with experienced and qualified companies. In other words, we can be your one-stop shop for everything from the initial marketing research to execution of the advertising campaign!

Click here to see a sample market analysis: PDF

Click here to see a sample media analysis: PDF

We offer Site Selection Services for relocation of an existing business or location of a new business, in order to achieve maximum exposure to the correct audience that will purchase your product or service. Our partners have worked with Site Selection for clients like McDonalds, U-Save Supermarkets and others over the years. This service is now available to any Zahr & Associates clients.

The first step on this program is to send us any existing database of customers, including name and address. This database is then evaluated and the customers are profiled and classified according to the sixty two lifestyles and seventy two household factors in the MOSAIC system we described earlier. Next, we find where consumers in these same lifestyles live and plot these locations on an area map. This gives us areas of high concentration of the desirable consumers. Traffic patterns are also analyzed and the best location(s) in an area are then offered to our clients, within a two to three block area.

This step is an essential part of locating a new business or relocating an existing one. Placing a retail store in the wrong location, demographically, will undoubtedly be costly, in lost revenue, over time.

For example: one automotive dealership serviced with a Site Selection, realized from the research that locating the dealership at the property it had proposed to purchase, would have resulted in many lost sales and service customers, because the new location would not have been convenient to new customers and similar customers. Fortunately, the Site Selection research was done and the mistake was avoided.

Please contact us today if you are considering opening a new location or relocating.