Jargon buster

We try to keep things simple and speak clearly, but this glossary should help you navigate your way through any unfamiliar doordrop media terminology.  

Decile model


The creation of a targeting model split into ten equal parts (generally by households) to aid the planning, overview and analysis of a doordrop campaign.



The quantifiable statistics of a given population, such as gender, age, ethnicity, home ownership and socio-economic status. We combine multiple variables to define a demographic profile; this provides enough information about a typical member of this group to be able to target the delivery of your doordrop media to specific areas or households.




Dispersal is the centralised handling of stock at our whistl depot in Rugby, UK. This includes taking receipt of the stock from you, sorting the stock and then delivering it out to the field for distribution to begin. This service will appear as a charge on your quote, contract and invoice. If you wish to deliver the stock directly to either Royal Mail, Newshare or our Own Network then you will not incur this charge.




Geo-demographics, sometimes referred to as “neighbourhood classifications”, summarise a broad range of characteristics about the people who live within these neighbourhoods. These classifications are tagged to individuals by their home address or, more usually, postcode. This intelligence allows us to target areas containing a prevalence of high-value groups.



A household is a basic unit of analysis consisting of a single dwelling, and includes all the people who occupy it – whether a family, or a group of unrelated people who share living arrangements. For the purposes of doordrop media, a household is assumed to have an average of 2.3 occupants per residence.



In this context, an index is an indicator of how likely (or not) an area may be to contain the target audience.

Mosaic UK


Mosaic is an Experian system for the classification of UK households. It is created from consumer household and individual data collated from a number of governmental and commercial sources. Combining over 400 variables into 15 Groups and 67 types, it allows us to understand the demographics, lifestyles, preferences and behaviours of the UK adult population in extraordinary detail, to help you accurately and consistently engage with high value consumers.




The percentage of a target audience in a given area relative to the total number of households or population in that area.


Postal sector ranking


The ranking of postal sectors by a particular target audience, within a specified geographic area, which we use to determine the optimum doordrop media schedule for your campaign.


Postcode sector


A postcode is made up of six or seven characters which determine the street or road that it is delivered to i.e. SL7  1HY.  A postal sector is the postcode minus the last two characters i.e. SL 7 1 and on average covers 2,500 households. 




An analysis, often in graphical form, describing the traits of a group of households, customers or sales in comparison to another group.


Response rate


The number of people that respond to a doordrop campaign as a percentage of the number of items delivered in the campaign.