Departmental Databases

Mr. Maude
To ask the Minister of State, Department for Business, Enterprise and Regulatory Reform pursuant to the answer to the hon. Member for Rochford and Southend, East of 9 October 2008, Official Report, column 711W, on departmental databases, in what way the MOSAIC data was used to segment audiences during the campaign.

Mr. McFadden
The National Minimum Wage publicity campaign used MOSAIC data to help map concentrations of low paid workers. This mapping was instrumental in enabling the Department to run a regionally based campaign that reached its target audiences in a cost efficient and effective way.