E63008854 /East Midlands evidence profile
East Midlands evidence profile
Sutton in Ashfield digital planning profile
Sutton in Ashfield is a medium, non-coastal built-up area in East Midlands. ONS records show a 2021 population of 36,435; the population grew steadily between 2001 and 2021, while the 2015 to 2024 employment series shows strong employment expansion. 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
- E63008854
- ITL1 region
- East Midlands
- Coastal
- Non-coastal
- Income-deprivation flag
- Higher deprivation
02 / Context
Three comparisons, with the benchmark stated
0.9% above the 11.2% median across complete England records in this ONS file.
11.8% above the 0% dataset median.
15.9% 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
Lower quartile · percentile position 14.7 of 100.
Upper quartile · percentile position 75.8 of 100.
Middle half · percentile position 68.2 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:c8670191607…80daaeca650e
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 Sutton in Ashfield minus the named peer; a plus sign means the value recorded for Sutton in Ashfield is higher.
Regional peer
Mansfield (Mansfield) · E63008831
East Midlands. Nearest complete record in East Midlands. ONS classification: Further - Higher deprivation - Working.
- 2021 population
- -27,013 people
- Population change, 2001 to 2021
- -2.4 pp
- Economic inactivity
- +1.8 pp
- Employment change, 2015 to 2024
- +2.1 pp
- 2023 median house price
- -£5,000
- House-price growth, 2001 to 2023
- -25 pp
- Population aged under 25
- +0.6 pp
- Population aged 65 or over
- +1.5 pp
Classification peer
Chorley · E63008113
North West. Nearest complete record outside East Midlands with the same ONS combined classification. ONS classification: Nearer - Higher deprivation - Working.
- 2021 population
- -3,104 people
- Population change, 2001 to 2021
- -3 pp
- Economic inactivity
- +2.6 pp
- Employment change, 2015 to 2024
- +6.8 pp
- 2023 median house price
- -£3,000
- House-price growth, 2001 to 2023
- -6.3 pp
- Population aged under 25
- +0.1 pp
- Population aged 65 or over
- +0.5 pp
National peer
Atherton · E63008308
North West. Nearest remaining complete England record. ONS classification: Nearer - Higher deprivation - Residential.
- 2021 population
- +9,114 people
- Population change, 2001 to 2021
- -2.7 pp
- Economic inactivity
- +1.1 pp
- Employment change, 2015 to 2024
- -8.2 pp
- 2023 median house price
- +£5,000
- House-price growth, 2001 to 2023
- +10 pp
- Population aged under 25
- -0.2 pp
- Population aged 65 or over
- +0.3 pp
05 / Evidence synthesis
Sutton in Ashfield evidence synthesis: 2023 median house price, 2021 population, Employment change, 2015 to 2024
Sutton in Ashfield 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: 2021 population → Employment change, 2015 to 2024 → Economic inactivity → House-price growth, 2001 to 2023 → Population aged under 25 → Population change, 2001 to 2021 → Population aged 65 or over → 2023 median house price.
Furthest-to-nearest distance from the middle percentile: 2023 median house price → 2021 population → Employment change, 2015 to 2024 → Economic inactivity → House-price growth, 2001 to 2023 → Population aged under 25 → Population aged 65 or over → Population change, 2001 to 2021.
Regional peer
2023 median house price: £170,000 · Mansfield (Mansfield) delta -£5,000
At £170,000, 2023 median house price places Sutton in Ashfield in the lower quartile and at percentile 14.7 of the reviewed distribution. For a bounded comparison rather than a national average, Mansfield (Mansfield) supplies the regional reference; Sutton in Ashfield is -£5,000 from it on the displayed scale. For planning, document the observation beside pricing clarity, qualification steps and expectation setting and require comprehension tests using the organisation's real offer and fees before treating the idea as an accepted requirement. The boundary is important: a median house price is not a household affordability measure.
Classification peer
2021 population: 36,435 · Chorley delta -3,104 people
At 36,435, 2021 population places Sutton in Ashfield in the upper quartile and at percentile 75.8 of the reviewed distribution. The same-source classification check uses Chorley, classified as Nearer - Higher deprivation - Working. The Sutton in Ashfield-minus-Chorley delta on this metric is -3,104 people. Treat this combination as a hypothesis about content hierarchy and service-capacity assumptions, and test it through task-frequency interviews and observed completion data. It must not be over-read, because population size does not establish addressable demand.
National peer
Employment change, 2015 to 2024: 11.8% · Atherton delta -8.2 pp
At 11.8%, employment change, 2015 to 2024 places Sutton in Ashfield in the middle half and at percentile 68.2 of the reviewed distribution. Against Atherton's reviewed national record, the displayed delta is -8.2 pp. That comparator comes from the documented rule: nearest remaining complete england record. Use the contrast to prioritise research into the separation of employer, worker and customer journeys. A decision should wait for journey interviews plus measured form and contact outcomes. Keep the inference narrow: employment change does not prove commercial search intent.
The distinctive metrics are not interchangeable: 2023 median house price, 2021 population, employment change, 2015 to 2024 each raise a different planning question when read beside Mansfield (Mansfield), Chorley, Atherton. For Sutton in Ashfield, the safe next step is therefore three small verification tasks rather than one demographic persona, locality claim or generic area-page conclusion.
06 / Evidence interpretation
Planning signals before design decisions
Population context: 36,435 people in 2021
Sutton in Ashfield's recorded population changed from 32,506 in 2001 to 36,435 in 2021 (+12.1%). 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: 20% aged 65 or over
The 2021 age-group series records 6,689 people aged 0 to 15, 3,449 aged 16 to 24, 18,996 aged 25 to 64 and 7,278 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: 41.4% economically inactive
ONS records economic inactivity at 41.4%. The published composition includes 23.6% retired, 6.8% long-term sick or disabled, 3.2% students and 5% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £170,000 median house price in 2023
The median house-price series moved from £50,000 in 2001 to £155,000 in 2021 and £170,000 in 2023, a published change of +240%. 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
If the regional peer delta of -£5,000 is included in a brief, what decision about pricing clarity, qualification steps and expectation setting could it inform and what result would falsify that hypothesis?
Evidence basis: £170,000, lower quartile, with Sutton in Ashfield minus the regional peer equal to -£5,000. Validation route: comprehension tests using the organisation's real offer and fees.
- 02
What evidence would show that the 2021 population contrast between Sutton in Ashfield and Chorley should alter content hierarchy and service-capacity assumptions, rather than remain background context?
The prompt combines one distinctive metric with the named classification comparator selected by the eight-metric method. It does not treat either record as search, lead or customer evidence.
- 03
How should a prototype test the separation of employer, worker and customer journeys without assuming that Sutton in Ashfield's percentile 68.2 position predicts an individual user's needs?
Evidence basis: 11.8%, middle half, with Sutton in Ashfield minus the national peer equal to -8.2 pp. Validation route: journey interviews plus measured form and contact outcomes.
- 04
For Sutton in Ashfield's medium, non-coastal, working built-up area, nearer to a major town or city classification, how should 2023 median house price, 2021 population, employment change, 2015 to 2024 be tested as separate website hypotheses without turning the combined pattern into a claim about local demand?
Cross-check all three named comparisons—Mansfield (Mansfield), Chorley, Atherton—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
Sutton in Ashfield 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
Sutton in Ashfield 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
Build a broad, task-led accessibility baseline
52.2% of the recorded 2021 age-group total is aged 25 to 64, with meaningful younger and older groups also present. Organise content by task, test keyboard and mobile use, and avoid designing around one assumed demographic persona.
- 04
Prepare the content model for change
Sutton in Ashfield recorded +12.1% population change from 2001 to 2021 and +11.8% employment change from 2015 to 2024. Use owned templates, update dates, accountable content roles and measurable conversion events so the site can evolve without publishing unreviewed route permutations.
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 E63008854. 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 Sutton in Ashfield.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Sutton in Ashfield.
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.