Planning for Sport and Active Recreation Facilities ... - Brent Council

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There are two marketing tools that Brent has access to that analyse
the local population and identifies ‘types’ or ‘groups’ of people within
the borough. This useful information can make recommendations
on what sports provision different groups prefer and can be used to
identify need, based on the type of people who live there.
Mosaic
The first tool, Mosaic, analyses the profile of the borough and
classifies all United Kingdom households and postcodes into 61
distinct types. Mosaic was developed under the principle that there
are various types of neighbourhoods with similar characteristics
for example tenure, income, age and employment, and if a
neighbourhood has similar characteristics then their needs for sports
facilities may also be similar.
There are four main population ‘types’ identified in Brent. These are:
1. Mosaic Type D27 - Multi-cultural inner city terraces attracting
second generation settlers from diverse communities
2. Mosaic Type C20 - Suburbs sought after by the more successful
members of the Asian community.
3. Mosaic Type E28 - Neighbourhoods with transient singles living
in multiple occupied large old houses
4. Mosaic Type F36 - High density social housing, mostly in inner
London, with high levels of diversity
Mosaic Type D27 – Multi-cultural inner city terraces attracting
second generation settlers from diverse communities.
Type D27’s are the largest Mosaic type in Brent with 24,515 (22.9%)
households. They are classified as very young with children with some
in service sector jobs but unemployment is high and many on income
support. They are located throughout the borough as represented
on the map below. The biggest concentration of this group is in the
Harlesden, Kensal Green, Willesden Green and Stonebridge wards.
They eat a reasonably good diet, smoking and alcohol consumption
is average and they are the biggest group that take part in any active
leisure pursuits. There are significantly likely to take part in activities
such as football, cricket, aerobic classes, netball and racquet sports.
Pointing towards facilities such as tennis courts, cricket pitches,
football pitches and MUGA’s. Location wise this group would match
up with the ‘Kev’ segment of Sport England’s tool which will be
discussed shortly.