E63008058 /Yorkshire and The Humber evidence profile
Yorkshire and The Humber evidence profile
Brighouse digital planning profile
Brighouse is a medium, non-coastal built-up area in Yorkshire and The Humber. ONS records show a 2021 population of 33,159; the population remained comparatively stable between 2001 and 2021, while the 2015 to 2024 employment series shows a material employment contraction. This profile turns those public observations into a reviewable website-planning brief without claiming that the figures measure searches, leads or Mosalio's physical presence.
01 / Data snapshot
What the reviewed source records
- BUA24 code
- E63008058
- ITL1 region
- Yorkshire and The Humber
- Coastal
- Non-coastal
- Income-deprivation flag
- Medium deprivation
02 / Context
Three comparisons, with the benchmark stated
9.8% below the 11.2% median across complete England records in this ONS file.
32% below the 0% dataset median.
40.3% above the 224.1% dataset median.
These medians use every complete England record accepted from the same ONS file. They are descriptive context, not targets, forecasts or a national demand model.
03 / Distinctive pattern
Where this record sits within 936 complete England profiles
Lowest decile · percentile position 0.8 of 100.
Lower quartile · percentile position 16.5 of 100.
Upper quartile · percentile position 81.2 of 100.
These are the three values furthest from the middle percentile position for this record. A higher position means a higher published value, not a better outcome or evidence of search demand.
Evidence fingerprint: sha256:558c9e21a53…c056416d0d84
04 / Constrained peers
Three named comparisons from the same reviewed source
Each peer is selected from all 936complete England records using the documented eight-metric distance. Deltas are Brighouse minus the named peer; a plus sign means the value recorded for Brighouse is higher.
Regional peer
Scawthorpe and Cusworth · E63008289
Yorkshire and The Humber. Nearest complete record in Yorkshire and The Humber. ONS classification: Nearer - Medium deprivation - Residential.
- 2021 population
- +20,139 people
- Population change, 2001 to 2021
- +3.3 pp
- Economic inactivity
- +2.5 pp
- Employment change, 2015 to 2024
- -2 pp
- 2023 median house price
- +£30,000
- House-price growth, 2001 to 2023
- -16 pp
- Population aged under 25
- -1.6 pp
- Population aged 65 or over
- +2.4 pp
Classification peer
Stamford · E63009672
East Midlands. Nearest complete record outside Yorkshire and The Humber with the same ONS combined classification. ONS classification: Nearer - Medium deprivation - Working.
- 2021 population
- +12,414 people
- Population change, 2001 to 2021
- -4.8 pp
- Economic inactivity
- +2.3 pp
- Employment change, 2015 to 2024
- -20.9 pp
- 2023 median house price
- -£117,500
- House-price growth, 2001 to 2023
- -8.4 pp
- Population aged under 25
- +0.4 pp
- Population aged 65 or over
- -0.1 pp
National peer
Leek · E63008888
West Midlands. Nearest remaining complete England record. ONS classification: Nearer - Higher deprivation - Mixed.
- 2021 population
- +13,771 people
- Population change, 2001 to 2021
- +1.2 pp
- Economic inactivity
- -1.2 pp
- Employment change, 2015 to 2024
- -9.8 pp
- 2023 median house price
- +£35,000
- House-price growth, 2001 to 2023
- +2.7 pp
- Population aged under 25
- +0.4 pp
- Population aged 65 or over
- -1.1 pp
05 / Evidence synthesis
Brighouse evidence synthesis: Employment change, 2015 to 2024, Population change, 2001 to 2021, House-price growth, 2001 to 2023
Brighouse is recorded as a medium, non-coastal, working built-up area, nearer to a major town or city. This classification sets a transparent frame for the three observations below; it is not a persona, a service-area promise or proof of local search demand. Each finding pairs one distinctive percentile measure with one independently selected peer and one explicit validation route.
Eight-metric evidence matrix
The matrix shows every measure used by the peer-distance method, not only the three most distinctive values. Direction describes the published value relative to the middle percentile position; it is not a positive or negative judgement.
Highest-to-lowest percentile order: House-price growth, 2001 to 2023 → 2021 population → Population aged 65 or over → Economic inactivity → 2023 median house price → Population aged under 25 → Population change, 2001 to 2021 → Employment change, 2015 to 2024.
Furthest-to-nearest distance from the middle percentile: Employment change, 2015 to 2024 → Population change, 2001 to 2021 → House-price growth, 2001 to 2023 → Population aged under 25 → 2021 population → 2023 median house price → Population aged 65 or over → Economic inactivity.
Regional peer
Employment change, 2015 to 2024: -32% · Scawthorpe and Cusworth delta -2 pp
The reviewed record positions Brighouse at percentile 0.8 for employment change, 2015 to 2024; its published value is -32% and its band is lowest decile. Scawthorpe and Cusworth, the named regional peer from Yorkshire and The Humber, differs by -2 pp when the calculation is Brighouse minus peer. Nearest complete record in Yorkshire and The Humber. This evidence can narrow a discovery question around the separation of employer, worker and customer journeys, while journey interviews plus measured form and contact outcomes supplies the user-level check the aggregate data cannot provide. The boundary is important: employment change does not prove commercial search intent.
Classification peer
Population change, 2001 to 2021: 1.4% · Stamford delta -4.8 pp
The reviewed record positions Brighouse at percentile 16.5 for population change, 2001 to 2021; its published value is 1.4% and its band is lower quartile. The constrained classification comparison is Stamford (E63009672). On this measure, Brighouse minus that record is -4.8 pp; the selection basis is nearest complete record outside yorkshire and the humber with the same ons combined classification. This evidence can narrow a discovery question around update cadence, ownership and change-ready content models, while dated user research and a documented content-review cycle supplies the user-level check the aggregate data cannot provide. The responsible interpretation stops short of intent: historic population change is neither a forecast nor a lead estimate.
National peer
House-price growth, 2001 to 2023: 264.4% · Leek delta +2.7 pp
For house-price growth, 2001 to 2023, the source reports 264.4% for Brighouse. That sits in the upper quartile, 31.2 percentile points from the middle position. For a bounded comparison rather than a national average, Leek supplies the national reference; Brighouse is +2.7 pp from it on the displayed scale. This evidence can narrow a discovery question around how dated economic context is labelled and maintained, while source-date checks and user tests for interpretation supplies the user-level check the aggregate data cannot provide. This remains contextual evidence—historic price growth cannot support a current revenue claim.
Together, employment change, 2015 to 2024, population change, 2001 to 2021, house-price growth, 2001 to 2023 and the constrained comparisons with Scawthorpe and Cusworth, Stamford, Leek create three separate research tracks for Brighouse. They do not form a demand score. Keep each hypothesis independently testable, record contradictory findings and remove a planning assumption when user evidence does not support it.
06 / Evidence interpretation
Planning signals before design decisions
Population context: 33,159 people in 2021
Brighouse's recorded population changed from 32,712 in 2001 to 33,159 in 2021 (+1.4%). This historical direction can inform content governance and capacity planning, but it is not a forecast and does not establish demand for a particular service.
Audience context: 22.5% aged 65 or over
The 2021 age-group series records 5,695 people aged 0 to 15, 2,876 aged 16 to 24, 17,125 aged 25 to 64 and 7,468 aged 65 or over. Small differences from the headline population reflect the published source series; percentages here use the age-group total and should guide testing questions, not stereotypes.
Activity context: 41% economically inactive
ONS records economic inactivity at 41%. The published composition includes 27.5% retired, 4.1% long-term sick or disabled, 3.6% students and 3.3% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £205,000 median house price in 2023
The median house-price series moved from £56,250 in 2001 to £190,000 in 2021 and £205,000 in 2023, a published change of +264.4%. It is contextual evidence only—not a current affordability, revenue or customer-value estimate.
07 / Independent question set
Questions this evidence cannot answer on its own
These questions convert the profile-specific observations into falsifiable discovery work. They are not recommendations to create a service, location or page, and each needs direct user or behavioural evidence before it changes a website brief.
- 01
Where should the team record uncertainty when using Brighouse's employment change, 2015 to 2024 value and the Scawthorpe and Cusworth comparison to discuss the separation of employer, worker and customer journeys?
Evidence basis: -32%, lowest decile, with Brighouse minus the regional peer equal to -2 pp. Validation route: journey interviews plus measured form and contact outcomes.
- 02
How should a prototype test update cadence, ownership and change-ready content models without assuming that Brighouse's percentile 16.5 position predicts an individual user's needs?
Evidence basis: 1.4%, lower quartile, with Brighouse minus the classification peer equal to -4.8 pp. Validation route: dated user research and a documented content-review cycle.
- 03
Where should the team record uncertainty when using Brighouse's house-price growth, 2001 to 2023 value and the Leek comparison to discuss how dated economic context is labelled and maintained?
Evidence basis: 264.4%, upper quartile, with Brighouse minus the national peer equal to +2.7 pp. Validation route: source-date checks and user tests for interpretation.
- 04
For Brighouse's medium, non-coastal, working built-up area, nearer to a major town or city classification, how should employment change, 2015 to 2024, population change, 2001 to 2021, house-price growth, 2001 to 2023 be tested as separate website hypotheses without turning the combined pattern into a claim about local demand?
Cross-check all three named comparisons—Scawthorpe and Cusworth, Stamford, Leek—and define a user-research or behavioural measure for each question before changing navigation, page scope or conversion paths. The observations share one source but do not demonstrate causation.
08 / Practical brief
Website-planning recommendations for this evidence pattern
- 01
Separate employer and customer journeys
Brighouse is classified as a working town. A useful website brief should separate recruitment, procurement and customer tasks, then give each journey its own proof, contact route and success measure instead of forcing every visitor through one generic enquiry page.
- 02
Differentiate from the nearby major centre
Brighouse is nearer to a major town or city. Use specific offer boundaries, proof and response expectations to explain why the organisation is relevant; do not rely on a place-name heading or create a doorway that simply redirects users to a national service page.
- 03
Treat readability as a conversion requirement
22.5% of the recorded 2021 age-group total is aged 65 or over. Use plain language, strong focus states, generous type, keyboard-operable controls and a non-digital contact alternative; validate these choices with real users rather than assuming age determines ability.
- 04
Prioritise clarity before catalogue expansion
Brighouse recorded +1.4% population change from 2001 to 2021 and -32% employment change from 2015 to 2024. Start with the few journeys that can be maintained well, instrument meaningful outcomes and expand only when verified questions or search data show a separate need.
09 / Method and limits
What this profile can—and cannot—support
This is a Mosalio editorial interpretation of the ONS May 2026 dataset for BUA24 code E63008058. The source periods differ by metric; values are historical, not live. The profile deliberately excludes ONS experimental visitor-to-resident fields and makes no claim about search volume, rankings, customers, a Mosalio office or physical delivery in Brighouse.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Brighouse.
Source: Office for National Statistics, Understanding towns in England and Wales, investigating socioeconomic trends, released . This Mosalio interpretation was first published on and last reviewed on .
Contains public sector information licensed under the Open Government Licence v3.0.
How this page was made: Mosalio applies one documented, deterministic transform to the validated ONS record, calculates the displayed comparisons, and renders the result from source-controlled data. It is an automated public-data resource, not individually commissioned local market research. A portfolio-level editorial-value review checks every profile's source identity, distinctive metrics, peer evidence, synthesis and planning questions before index eligibility can be enabled.
Analysis basis: Midrank percentile across all accepted England records; a higher percentile means a higher published value, not a better outcome. Root-mean-square Euclidean distance across eight clipped robust z-scores; population and 2023 house price are log-transformed before median/MAD scaling.