Group B Thriving Enterprise Group E Industrious Life


Mădălin and Natalia Viorel and Ionela


Type C-09 Educated Professionals Alexandru and Theodora Type E-24 Declining Industry Type G-32 Marginal and Needy


Dumitrel and Tincuţa Tănase and Joiţa


Reliability -Naturally, one is concerned with reliability: how accurate are the results?


This aspect has been checked rigorously both scientifically and anecdo- tally. For example, numerous people have been asked to identify where they live and then their Mosaic Type has been validated. The general reaction is ‘Amazing’: that is exactly right’! This applies even for people who are living in neighbourhoods with which they are rather unhappy: they are immediately interested to use Mosaic to locate more desirable places to live! One specific example that came to light is from the Cotroceni district of Bucharest:


Str. Ing.D.Tacu is coded as Type A01 - Influence and Leadership Intr. Fizician Eugen Bădărău is coded as Type I38 - Slow Villages


This is very interesting demographically as, while these two streets are only a few metres apart near the centre of Bucharest, Intr.Fizician Eugen Bădărău has inherited the sociological characteristics of a rural environment more likely to be found in North Oltenia. Indeed, these two areas are the his- toric legacy of homes built in the ‘30s for the managers and the workers at the local Mint and the Match factory. And, such is the power of Mosaic that this type of discrimination is possible: fundamentally, it is based on the origins and life-style of the people living there. Resilience. The power of this approach to population profiling is that it


does not rely on sampling and also that only 36% of the data is based on the official census. For this reason, the results are much more stable with time: the data does not go out of date in the same way as, for example, market re- search.


Application.The database holds by far the most comprehensive data for the population of Romania in a single repository. By virtue of the index (the Groups and Types) this huge repository is readily accessible and can be used for many purposes.


Typical examples are for the analysis of the health of the nation. For


instance, just six Types (out of 45) account for over 40% of a particular dis- ease in Romania. And, by virtue of the coding system, these can be identified to groups of 200 households. This means that health professionals have the means for efficient targeting of resources for those most in need.


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