Purpose 

Ozzy is a new, unique, data-driven cluster segmentation tool designed for brands and agencies who want to understand and target the UK's fastest-growing, most heterogeneous consumer segment: people aged 60 and over.  

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Ozzy complements rather than replaces existing tools like Mosaic, Acorn, or Kantar TGI, and delivers unique value for any brand seeking serious competitive advantage with the over-60s - a market now leading the UK in both spend and influence. 

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While traditional segmentation tools lump mature consumers together, Ozzy draws on original research with over 1,000 older adults and advanced AI models to break this market into six highly actionable segments, each with distinct media habits, attitudes, and digital readiness.  

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Developed in partnership with a leading UK university and part-funded by Innovate UK’s Creative Catalyst programme, Ozzy provides practical, evidence-based insight to dramatically improve the relevance and effectiveness of advertising and marketing for this overlooked audience. 

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Output 
- We ask your customers/prospects a few easy, quick questions that take less than 5 minutes to answer. 
- Responses feed a hybrid AI and human-guided algorithm, allocating each respondent to one of six unique mature consumer segments. 
- You receive an Ozzy Real Deal Report - a ready-to-use segmentation and insight pack covering: 

  - Key demographic, health, and digital behaviour drivers 
  - 22 key life event propensities and spend triggers 
  - Work-life and financial context 
  - Health and wellbeing impacts on media and brand engagement 
  - Media trust and channel effectiveness 
  - Brand loyalty and switching risk 
  - Digital platform preferences, and actionable media insights 

-Report is tailored, practical, and delivers clear recommendations and will include 'Big Ideas' for creative content, channels, and campaign strategy. 

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Timings 

Delivery is fast and flexible. Once we receive your audience data, segmentations and the Real Deal Report are typically delivered within 10 working days or less.

 

Shorter pilot turnarounds can be discussed for time-critical campaigns. 

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Costs 

Ozzy is designed to unlock mature consumer insight at a fraction of traditional segmentation solutions. While other systems require long-term licenses (often £10,000–£100,000+), Ozzy is priced for accessibility - ideal for pilots, seasonal campaigns, and new brand launches: 

Price range typically between £10,000 – £40,000 depending on the scope and sample size. 

 

Custom projects, pilots, and partnership models will of course be available. 

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To book a 20 minute show ‘n’ tell, early in January, and be 1st to market book an appointment here.