Our Lens on
European Consumers
Tiles is a powerful segmentation tool that classifies European neighbourhoods into nine distinct groups based on population density and affluence, providing unparalleled insight into consumer behaviour.
The Methodology: A Simple, Powerful Grid
We plot every neighbourhood onto a 3x3 grid, creating nine distinct "Tiles". This provides a foundational layer for deep consumer understanding.
High Affluence
Urban Elite
Suburban Sanctuaries
Refined Rurality
Mid Affluence
Metro Mix
Suburban Core
Provincial Prosperity
Low Affluence
Urban Struggles
Industrial Roots
Rural Tradition
Population by Tile
Select a country to see the estimated population percentage for each "Tile", highlighting how consumer profiles shift across different markets.
Tile 1: Urban Elite
The Apex of Ambition and Affluence.
Profile Summary
Located in the exclusive hearts of Europe's major cities, the Urban Elite are high-achieving professionals and established leaders. They live in premium apartments and historic townhouses, valuing luxury, convenience, and cultural experiences above all else. As tastemakers and early adopters, they have significant disposable income which they spend on fine dining, international travel, arts, and technology. They are digitally native, brand-conscious consumers who respond to sophisticated, experiential marketing and premium brand messaging. Their lifestyle is a curated blend of ambition, culture, and affluence, setting trends that ripple across consumer markets.
What we look like
High-earning singles and couples, typically aged 30-55. Highly educated professionals, managers, and creatives. Culturally diverse and style-conscious.
Where to find us
Exclusive central districts of major capital cities. Below are representative areas, not an exhaustive list.
Where we shop
Luxury boutiques, high-end department stores, specialist online retailers, and farmers' markets for organic produce.
How we shop
Early adopters of new technology. We value quality, brand heritage, and experience over price. We use premium credit cards and mobile payments.
How to communicate with us
Digital-first. We respond to targeted ads on professional networks, premium publications, and high-end lifestyle social media. Experiential marketing is key.
What interests us?
Arts & culture, fine dining, international travel, wellness, technology, and investments.