Mosaic Lifestyles is a market segmentation that is available in the Nordics and 30 markets more outside of the Nordics. It is a segmentation that is based on a combination of public and private data bases that has been combined with other data sources, like surveys.

With Mosaic Lifestyles you get access to a complete description of the market packaged into predefined market personas that describe the adult population in a detailed way and gives insights into who the customers are, also when they are not a customer of yours.

By adding more data to your customers, website visitors and your marketing, you can paint a more complete picture of your brands position, your market penetration and how your brand is relevant to your customers. This is information that is crucial for your marketing strategies and essential for your communications plan.

It is also data that can be used for your marketing in both offline and online channels, without using 3rd party cookies.

Mosaic is based on a combination of data from both public and private data sources that has been combined with surveys. This means that it has combined statistical data with information such as property registers, car registers and other sources. It all depends what information is available publicly or privately for a specific market.

This information is aggregated into anonymous data that is linked to geographical points such as address, grid or zip code.

In Sweden Mosaic Lifestyles consist of over 600 data points, or insights about the adult population. Meaning that everyone is labeled with a Mosaic group that is more or less accurate. But the truth is that we are most likely to be more similar to our neighbours than we would like to admit.

Yes it is. Mosaic Lifestyles is a publication that is published under a certificate of issue that is based on the freedom of speech. This means that this publication to some extent operates under another legal flag than the GDPR. But as the legal circumstances shift Mosaic has also moved towards anonymous or in some cases pseudonymized data. But in general we work with groups of people and match by generic geographical information. And if you can't match the data to a specific individual GDPR is actually not relevant. But we treat everything we do as if the GDPR applies.

In Sweden Mosaic Lifestyles consists of 14 different groups. Mosaic describes the population based on public and private data combined with large national surveys. This means that as a brand you can gain access to new insights, new data and new knowledge that you did not have about your customers, through Mosaic. Many of the leading consumer brands use Mosaic to understand their customers, their bran position and the brand potential.

In Denmark the Mosaic Lifestyles consist of 10 groups. As different countries have different public data and the population size varies, the Mosaic is not the same in every country.

In Norway Mosaic Lifestyles consist of 13 different groups. As Mosaic aims to as accurately describe the population as possible it also takes into account the variations in attitudes and demographics.

Finland has 12 Mosaic groups that are a bit less detailed due to lack of available and reliable data sources.