Mosaic™ is the world’s leading consumer classification tool and is used by leading companies around the world to gain insight into consumer lifestyle and behavior, both of the existing customer base and the market in general. The classification paints a clear picture of your customers, their socio- demographics, lifestyle, buying behavior and values, on a household level. This analysis and segmentation platform is country-specific and available at a Nordic and Global level, which makes it easy to coordinate marketing efforts across borders.


Mosaic™ makes it simple to create differentiated and relevant communication to your current and future customers. Segmented messages can be directed across different channels – both digitally and analogously.



On a Nordic level Mosaic™ classifies the nordic households into 10-13 main segments. On a country specific level Mosaic™ Sweden classifies the Swedish households in 44 distinct lifestyle types and 14 groups overall. The lifestyles give you a nuanced and comprehensive picture of Sweden’s consumer choices, preferences and habits. Adapted to the recent developments in society, Mosaic™ gives you as a marketers the opportunity to gain a deeper understanding of the consumers you want to communicate with. It will help you find the right target groups and insights into the various target groups’ attitudes, behavior and media consumption. By identifying, understanding and reaching your audiences, you can more efficietly acquire new customers, develop and exploit the potential of existing clients, instill customer loyalty in the customer base and improve your business results.




Mosaic Lifestyles gives you a nuanced and comprehensive picture of your customers’ choices, preferences and habits. Now that people have more choices and more ways to buy, their habits and their loyalty are more important than ever. Each interaction you have with your customers is an opportunity to strengthen the relationship and play on preferences. The better you understand your customers, the stronger your marketing can be.


Do they live in the country side or in the city, do they rent or own their housing, are they single or in a relationship, do they have children in the household, what’s their education, what’s their financial situation, are green values important to them or is it price that rules, do they adapt easily to new products and technology or are they more traditionally bound, in which media are they most receptive to advertising, what do they do in their spare time, etc. Insights about what your customer does when she’s not shopping from you, gives you a customer understanding that helps you become more relevant in your communication and in your offers. You can play on things that are important to your particular client / prospect and exceed their expectations.


Mosaic Lifestyles are available at household level for customer and target audience analysis (market communication decisions) and at geographic level for geographical and location analysis (location decisions). Each Swedish adult falls into one of these 44 lifestyles. What lifestyles are shopping from you?




Did you know that you can place all your digital ads on one or more Mosaic™ segments? Be clever and use Mosaic™ to reach your audience in all media, formats and devices. Digital Mosaic™ is considered by both media agencies and advertisers to be a revolutionary product and InsightOne and our partner Nordic Data Resources (NDR) market leaders in reaching the target groups digitally in the Nordic countries.


Do you want to know more about how you can use Mosaic™ in your marketing? CONTACT US




You can find us in Stockholm and Oslo.