Research: The festival consumer

Acorn profiles
Acorn is a consumer targeting tool that combines ‘geography with demographics and lifestyle information, places where people live with their underlying characteristics and behaviour, to create a tool for understanding the different types of people in different areas
throughout the country’. (Acorn, 2006)
The analysis undertaken allows for the understanding of different types of consumers across the country. This is done through the use of categories, groups and types.
In applying these profiles to the festival target consumer of 16-34 years old, ABC1 a wider target profile can be created.



This is the category that best represents the festival going consumer. This was decided through matching the target consumer suggested by mintel with the types that relate to the groups that this category encompasses.
It is now necessary to research into this category in order to understand consumer lifestyles and behviour which will be done through group and type analysis.