| Field | Field ID | Purpose |
| POSTCODE | Geomatch_postcode | The postcode entered by the user. This is the key identifier used to enrich the form with localised demographic and socio-economic information. It anchors the lookup and connects user-submitted data to postcode-level insight. |
| HVP Match Score | Geomatch_hvp_match | The HVP Match Score measures how well a postcode’s demographic and lifestyle attributes align with your High-Value Profile — the audience most likely to buy, engage, or convert. |
| Demographic Profiles | Geomatch_demographic_profiles | Demographic profile descriptors that describe the typical type of resident that lives in the postcode area. Up to 3 profiles are returned, depending on the complexity of the demographic makeup. |
| Marketing Recommendations | Geomatch_marketing_recommendations | Useful advice for marketing and messaging that is most likely to be effective in attracting similar customers. More detailed recommendations are available within the Vision Dashboard. |
| CLOSEST ADDRESS | Geomatch_closest_address | Returns the nearest recognised street address or named location for the entered postcode. This provides context for the postcode area and helps ensure users and businesses are aligned on the location in question. |
| AREA CLASSIFICATION | Geomatch_classification | A rural/urban classification that describes the type of settlement the postcode falls into (e.g. Urban City, Rural Village, Town and Fringe). This helps businesses understand the physical environment and community structure, which can affect lifestyle, infrastructure, and service demand. |
| AVERAGE HOUSEHOLD INCOME | Geomatch_average_household_income | An estimate of the average income for households in the postcode area, sometimes accompanied by a comparison to the national average. Useful for understanding purchasing power and economic stability within a neighbourhood. |
| INCOME BAND | Geomatch_income_band | A simplified version of income data grouped into bands (e.g. Low, Medium, High). This allows quick profiling of economic status without needing to interpret raw figures. |
| MEDIAN AGE | Geomatch_median_age | The midpoint age of residents in the area. A helpful indicator of life stage, which can influence spending habits, product needs, communication style, and lifestyle trends. |
| PARTNERSHIP STATUS | Geomatch_partnership_status | The most common relationship status in the area (e.g. Single, Married, Cohabiting). This adds behavioural insight by helping businesses gauge household structure and decision-making dynamics. |
| PARTNERSHIP BREAKDOWN | Geomatch_partnership_breakdown | A more detailed view of relationship status distribution within the postcode. It gives context on social structure and helps assess whether the area skews toward families, couples, or single-person households. |
| AVERAGE PROPERTY PRICE | Geomatch_average_property_price | Provides the average residential property value in the postcode area. This is useful for gauging neighbourhood affluence, understanding local housing stock, and qualifying leads for property-related services. |
| AVERAGE NUMBER OF BEDROOMS | Geomatch_average_bedrooms | An average of bedroom counts across properties in the postcode. It’s a useful proxy for property size, household composition, and potential demand for home-based products or services. |
| CREDIT SCORE | Geomatch_credit_score | An average estimated credit score for residents in the postcode, based on aggregated financial indicators. This can support lead qualification by giving a general sense of financial health and creditworthiness. |
| SOCIO-ECONOMIC GROUP | Geomatch_socioeconomic_group | Based on the NS-SEC (National Statistics Socio-Economic Classification), this field groups residents by occupation class (e.g. managerial, intermediate, routine). It gives a high-level view of work types and social structure in the area. |
| DEPRIVATION LEVEL | Geomatch_deprivation_level | An index of multiple deprivation based on national datasets, typically scaled from 1 (least deprived) to 10 (most deprived). It captures a range of disadvantage factors: income, employment, education, health, and housing - helping assess overall neighbourhood wellbeing. |
| CRIME LEVEL | Geomatch_crime_level | A general indicator of reported crime rates in the area, summarised as Low, Medium, or High. Useful for assessing safety, community stability, and risk—particularly for services like insurance or housing. |
| ETHNIC DIVERSITY | Geomatch_ethnic_diversity | A measure of cultural and ethnic variety in the postcode population, summarised as Low to High. Helps businesses understand how homogeneous or diverse a community is, which can inform messaging, targeting, and inclusion strategies. |
| UNEMPLOYED SCORE | Geomatch_unemployed_score | A relative score indicating the proportion of unemployed people in the area. This provides context on workforce participation and local economic opportunity. |
| LEVEL OF EDUCATION | level_of_education | An indicator of the average educational attainment in the postcode. Useful for understanding skill levels, job markets, and messaging tone for educational or employment-related products. |
“In anything we do, understanding our customers’ lives is the foundation of everything else.”
— Howard Schultz, CEO of Starbucks
“True marketing starts … with the customer, his demographics, his realities, his needs, his values.”
— Peter Drucker, author & consultant
“With data collection, ‘the sooner the better’ is always the best answer.””
— Marissa Mayer, Yahoo/Google
“The most important thing is to see the world through the customer’s eyes.”
— Terry Leahy, ex-CEO, Tesco
“Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.”
— David Ogilvy, advertising tycoon
“The best kind of research is the kind that surprises you — it shows you something you didn’t even know to ask.”
— James Dyson, Founder, Dyson Ltd
