Experian compiles picture of German consumers

Mosiac was built using a range of public and proprietary data sources to classify Germany’s 68-million adult population into ten major lifestyle groups, with a further 41 separate types inside those.

Michael Lausenmeyer, Experian’s operations director for Germany, said: “Experian Mosiac has become the classification of choice and is used by thousands of leading organisations around the world.”

He said that the new service provides “an exceptional, vivid and accurate picture of consumers, their households and neighbourhoods in contemporary German society”.

The tool was launched in the UK in 1987 and is now operational in more than 30 countries, including Australia, Israel, Singapore and Japan.