Exploring P² People & Places

P² People & Places is our geodemographic classification tool built from census and lifestyle data. We created P² as a cost-effective way for organisations to better understand their audiences. To fully represent UK society, our geodemographic data is made up of 16 major groups which we refer to as "trees", and 44 detailed sub groups called "branches". Between them, these "trees" and "branches" build a rich picture of the different attitudes, behaviours, and lifestyles of people living in Britain today. This data can enhance your customer database, or give insight into the groups living in an area.

Learn more about our geodemographic profiling data

If you are already familiar with geodemographic software, you can explore the different demographic profiles that make up the P² People & Places dataset on this page.