Unchained Customer DNA

About the Unchained Customer DNA

The Unchained Customer DNA is a new service designed for small and medium-sized businesses that want enterprise-grade customer insight without the enterprise-sized budget.

For just £365, our team conducts a full customer or audience analysis using licensed Experian data and proprietary Unchained profiling methods to reveal the demographic, financial, and behavioural DNA of your customers.

This is a bespoke analysis using your customer data and the most powerful models, giving you a clear, visual, data-driven picture of who your customers really are and how to reach more of them effectively.

What It Does.

The Unchained Customer DNA combines Experian’s Consumer View and Mosaic UK 7 (or 8) datasets with our own segmentation frameworks to create a detailed portrait of your customer base. We analyse your customer list or target postcodes to identify:

Which Mosaic Groups and Types dominate your audience
Household demographics, age, family structure, and property type
Income levels, property value, and financial position
Lifestyle preferences, purchasing propensities, and digital behaviour
Regional hotspots and concentrations of your best customers

Each report benchmarks your audience against the UK average, revealing where your marketing, products, and services naturally resonate, and where untapped potential lies.

Why It Matters

Understanding your customer DNA is the foundation of effective marketing. It enables you to:

Focus your marketing budget on the people most likely to buy
Tailor creative, messaging, and channels to audience preferences
Identify geographic areas for expansion or outreach
Benchmark your existing customer profile against competitors or markets

In short, it provides the kind of insight that transforms guesswork into precision, the clarity that allows smaller businesses to market with the intelligence of larger brands.

The Output

You receive a detailed Customer DNA Report including visual dashboards, Mosaic segmentation breakdowns, and strategic recommendations from the Unchained team. The report is ready to present to leadership or investors and can be refreshed periodically as your customer base evolves.

The Unchained Customer DNA makes world-class data accessible, affordable, and actionable. It turns raw customer information into a competitive advantage, for less than the cost of a single day’s advertising.

Using the Unchained Customer DNA

Unchained Customer DNA is designed to turn data into direction. For small and medium-sized enterprises, it provides a level of customer intelligence that would typically sit behind the closed doors of corporate marketing departments. The insight you receive is not abstract or academic; it’s directly applicable to the way you sell, communicate, and grow.

How SMEs Can Use It

Once your Customer DNA Report is complete, you can use it to sharpen strategy across five core areas:

1. Marketing Focus

Identify which customer segments deliver the highest value and focus your marketing budget accordingly. By aligning campaign spend with the Mosaic Groups and Types that most resemble your best customers, you can reduce waste and increase conversion rates.

2. Message and Creative Development

Knowing who you’re speaking to changes how you talk. Use the report’s demographic and lifestyle insights to shape tone of voice, imagery, and offers that resonate emotionally with your target audience. For example, younger urban Mosaic Types may respond to aspirational storytelling, while affluent suburban Types may favour reassurance and expertise.

3. Geographic Targeting

The DNA analysis highlights where your customers live, not just by region, but by postcode cluster. You can apply these insights to direct mail, local advertising, and out-of-home campaigns, or use them to select new territories for expansion.

4. Product and Service Alignment

Your customer DNA can also inform product design and pricing. If your base skews toward high-income families, premium bundles or loyalty programmes may perform better. If it leans toward younger professionals, subscription models or flexible payment options could be more effective.

5. Benchmarking and Performance Measurement

By profiling your current customers, you can benchmark against the broader market and track how your audience evolves. This helps you measure whether new marketing initiatives are attracting the segments you want or drifting elsewhere.

Using Customer DNA with Large Language Models (LLMs)

The real breakthrough comes when you combine your Customer DNA with AI tools like ChatGPT or Claude. By integrating your audience insight into an LLM, you can generate customised marketing outputs that reflect the specific behaviours and psychographics of your target segments.

For example:

Prompt an LLM to write social media posts or adverts tailored to your top three Mosaic Types.
Use it to build customer personas with realistic motivations and objections drawn from your actual data.
Generate email campaigns optimised for your customers’ demographics and tone preferences.
Feed insights into AI-powered CRM or automation platforms to improve personalisation.

Because the Unchained Customer DNA is structured, quantitative, and human-readable, it can be safely used to ground LLM prompts in evidence, ensuring that your AI-generated content aligns with your real audience rather than a generic one.

In Summary

The Unchained Customer DNA helps SMEs move from instinct to insight. It bridges the gap between data science and day-to-day decision-making, giving you:

A map of who your customers are
A method for reaching them effectively
And, when combined with LLMs, it is a powerful way to automate creativity without losing precision

For £365, it’s the simplest way to give your marketing intelligence the worthiness of your ambition.

See your customers
like never before

About the Unchained Customer DNA

What It Does.

Why It Matters

The Output