No other consumer classification has such a wide international coverage. CAMEO covers over 40 countries, each with a country specific segmentation and a universal International CAMEO code. This helps you link your classification strategy across borders, enabling a truly global approach to consumer segmentation.

Read about our Global Coverage


In addition to the solid base of UK census, CAMEO is built on Callcredit’s Group population map of over 50 million UK residents and the Define marketing consumer universe. Define contains actual, lifestyle, survey and transactional data, providing: More accurate and recent data than any other consumer universe. Vast breadth of consumer insights across 10 vertical sectors. Multi-channel behavioural data from actual online and offline transaction data.


CAMEO UK is dynamically updated monthly from the Define population universe. This means that consumers move between segments as their life or prosperity changes, enabling you to always target the right person with the right message. CAMEO trends and segment migration can be tracked over time to better understand your changing customer base.


CAMEO UK is available in three tiers – individual, household and postcode. All systems are built up from the finest individual level granularity to provide greater accuracy than traditional area based geodemographic systems.

Recency, flexibility & sustainability

CAMEO employs leading-edge modelling techniques to layer up intelligence across multiple levels; Individual > Household > Postcode > Neighbourhood. Each layer adds a new level of insight providing greater discrimination. The methodology means that individual datasets can be updated or new sources added, without rebuilding, keeping the classification continually up to date and relevant.


Products, markets and customers are diverse – so no single segmentation will suit all types of consumers. Uniquely CAMEO can be viewed through a series of different lenses, providing a more powerful and adaptable solution for today’s ever changing society. So whether it’s age, audience, lifestyle, digital usage or risk driving your customer’s purchasing behaviour, all which may vary by product, CAMEO will provide exceptional discrimination.

Insightful collateral & heightened usability

The CAMEO Microsite provides highly interactive and engaging insights into each CAMEO type using detailed sector specific descriptors and engaging visualisations. In addition, CAMEO is appended to the UK’s top Market Research panels, YouGov and TGI, to provide constantly updated insights into consumer brand preferences, attitudes, behaviour and lifestyles.