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Visitor demographics and profiling
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United Kingdom
Geodemographics plus who actually visits your UK locations
Classifications describe who lives in a postcode. Huq profiles the people who actually visit a place, and shows how they behave there.
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Up to 5 locations. No cost, no commitment.
We handle your details in line with UK GDPR.
Geodemographics tells you who lives in a postcode; Huq shows who actually visits a place. Huq isn't a classification like Acorn or Mosaic, and works alongside one. For any UK store, shopping centre or high street, see visitors' age, gender and purchasing power, where they come from by postcode and how often they return. Check whether the segments you plan around are the people walking in.
Geodemographics and visitor profiles in Huq
You won't see Acorn or Mosaic in this overview of the Huq platform. Watch instead for the catchment and profiling views. For any area you draw, Huq maps visitors' home postcodes and profiles them by age, gender and purchasing power. Export the postcodes and match them to whichever classification your team already uses.
- Visitor profiles by age, gender and purchasing power
- Catchment by postcode, ready to match to segment codes
- Residents vs visitors and visit frequency for each place
Trusted by 300+ organisations · Data across 35 markets
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What is geodemographics?
Geodemographics is the study of where people live and what they're like, usually expressed as a classification that sorts every UK postcode into types. Acorn from CACI, Mosaic from Experian and the ONS Output Area Classification are the best known. Marketers use them for targeting, and retailers use them to profile catchments.
Huq isn't a geodemographic classification and doesn't replace one. It measures the people who visit a place: their demographics and profile (age, gender, purchasing power), the postcodes they come from, and their behaviour on site, including frequency, dwell time and cross-visitation.
That fills the gap classifications leave. A postcode profile describes residents; it can't say which of them shop at your centre or at a competitor's. Huq shows that directly. Its accuracy here is an 18.7% MAPE in Great Britain, measured against landlord-reported footfall.
What's in your geodemographic data from Huq
01
Visitor demographics
Age, gender and purchasing power of the people who actually visit a UK location.
02
Postcode catchment
Visitors' home postcodes mapped, ready to join to Acorn, Mosaic or your own segment codes.
03
Visit behaviour
Visit frequency, dwell time and dayparts for each location, to show how engaged its visitors are.
04
Geo-spend via Experian
Spend by volume and category at any UK location, adding buying evidence to a profile.
What Huq adds to geodemographics
Three views that sit alongside a UK geodemographic classification.
01
Visitors vs your segment view
Set a location's visitor profile beside your classification's view of its catchment, to see which groups it attracts and which it misses.
02
Catchment by postcode
Map where visitors come from by postcode, with drive-time and travel-time areas, and export it to match your segment codes.
03
Competitor profiles
Profile visitors to a competitor's store or scheme the same way, to compare audiences on like-for-like terms.
Visitor profiles for any UK location
Huq covers any address in the UK: high streets, shopping centres, retail parks, competitors' stores and sites you haven't opened yet. No counters, sensors or cameras needed.
Huq manually validates more than 1,000 locations in each of its 35 markets twice a year, and data refreshes weekly.
How it works
Step 1
Tell us your locations
Add up to five addresses in the form. Your own stores, candidate sites or competitors.
Step 2
We run the analysis
Our team maps each location from observed visitor data.
Step 3
We walk you through it
A short call to take you through what the data shows and what it means for you.
Why teams pair Huq with geodemographic segmentation
- Huq publishes its accuracy by country: an 18.7% median error in Great Britain against landlord-reported footfall.
- JD Sports, a UK retailer, got 25% more precise catchment analysis and 18% lower new-store location risk.
- Ripon BID saw footfall up 164% year on year.
- Trusted by 300+ organisations across 35 markets, including the global insights, research and location intelligence teams at Nike, Adidas, JD Sports and Samsung.
huq's platform gave us valuable data to support a key decision on potential new sites.
Dan Brogden
National Sales Manager, Puccinos
Who it's for
01
Retail chains of any size
From five-store retailers planning their next site to global brands: choose locations, track store performance and benchmark against competitors.
02
Retail property owners
Show centre performance, support leasing and get the tenant mix right, for landlords, asset managers and brokers.
03
Investors and private equity
Check how retail brands and assets actually perform before you buy, and monitor them after.
Everything Huq measures, in one platform
- Footfall: by week, month and year, with totals, average daily footfall, trends, period-on-period change, and visiting vs passing traffic.
- Residents and visitors.
- Catchment and travel time: catchment by postcodes, plus drive-time and travel-time analysis.
- Demographics and profiling: age, gender and purchasing power.
- Behaviour: visit frequency, dwell time, time of day and dayparts, cross-visitation between up to 10 location pairs, and international visitation for tourism.
- Footfall density and transportation mode.
- Places, brands and industries: points of interest, brand locations and brand analysis, industry performance, shopping centre and retail centre types.
- Geo-spend: spend by volume and category at any UK location, via Experian.
- Tools: the Explore map (draw any area or use layers for travel time, catchment, shopping centres, retail centres, brand locations, industries and postcodes), White Space Analysis, and Projects for monitoring many locations and reporting to stakeholders.
- Delivery: the platform, CSV or Excel exports, monthly PDF location reports, and data feeds as Parquet and CSV files into Amazon S3 or Google Cloud Storage buckets.
- Cadence: data refreshes weekly.
Frequently asked questions
What is geodemographics?
Geodemographics links where people live to who they are, sorting small areas such as postcodes into types with shared characteristics. In the UK, classifications such as Acorn and Mosaic are widely used for targeting and catchment profiling. Huq adds the profile of people who actually visit a place.
How is geodemographic data collected?
Most UK classifications are built from the census and other public and commercial datasets, then grouped statistically into neighbourhood types. Huq's visitor profiles work differently: they describe the people observed visiting a place, not everyone living in an area. Huq validates its data against landlord-reported footfall and publishes results by country.
Is Huq an alternative to Acorn or Mosaic?
Not directly. Acorn and Mosaic classify where people live; Huq profiles who visits a location and how they behave there. Many teams use both: a classification for national targeting, and Huq to check which segments a store, centre or high street actually attracts.
Are demographics available for every UK location?
Huq covers any address in the UK, including competitors' stores and sites you haven't opened, and offers demographics and profiling (age, gender, purchasing power) for UK locations. Across its 35 markets, demographics are available in selected markets rather than all of them.
How often is the data updated?
Data refreshes weekly. You can export visitor profiles and postcode catchments as CSV or Excel to join with your classification, receive monthly PDF location reports, or take data feeds as Parquet and CSV files into Amazon S3 or Google Cloud Storage.
What's included in the free analysis?
Choose the stores, centres or high streets you want profiled and Huq will prepare a free analysis of your locations, showing who visits and where they come from. Set it beside your Acorn or Mosaic profile to see where the two agree and where they don't.
Questions? Talk to us
Book a demoAbout Huq
Huq is a location intelligence company. We turn anonymised mobile location data into footfall, catchment and visitor insight for any place, so retailers, property owners and local authorities can make decisions on evidence.
See how your locations really perform
Up to 5 locations. No cost, no commitment.