The MidBritain project set out to challenge and redefine the traditional notion of 'Middle England'. Intensive, robust research was commissioned, including an ethnographic study by primary research specialists Gutsy, who lived with a number of MidBritons to gain an in-depth knowledge of their attitudes, opinions and behaviour - witnessing everything from what they ate to which toothpaste they used.
Desktop research data from CACI, TGI and ACORN was undertaken to help define the audience. MidBritons fall within one of five ACORN Groups: Wealthy Executives, Affluent Greys, Flourishing Families, Secure Families and Settled Suburbia. Between them, they account for 47% of the population and 51% of consumer spend.
61% of Mail readers are MidBritons
MidBritons have emerged as superconsumers with the power to make or break brands. They are aspirational, open-minded and keen to share their opinions with others.
Our dialogue with MidBritons is an ongoing one - we are constantly recruiting them to our online panel where they openly discuss and blog any thoughts they have on a specified topic.