E63008895 /East Midlands evidence profile
East Midlands evidence profile
Kirkby-in-Ashfield digital planning profile
Kirkby-in-Ashfield is a medium, non-coastal built-up area in East Midlands. ONS records show a 2021 population of 21,511; 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
- E63008895
- ITL1 region
- East Midlands
- Coastal
- Non-coastal
- Income-deprivation flag
- Higher deprivation
02 / Context
Three comparisons, with the benchmark stated
1.4% below the 11.2% median across complete England records in this ONS file.
11.1% above the 0% dataset median.
53.7% 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
Upper quartile · percentile position 88.4 of 100.
Lower quartile · percentile position 14.7 of 100.
Upper quartile · percentile position 79.1 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:f5c1b8c5562…a15a1f4b0336
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 Kirkby-in-Ashfield minus the named peer; a plus sign means the value recorded for Kirkby-in-Ashfield is higher.
Regional peer
Staveley (Chesterfield) · E63008692
East Midlands. Nearest complete record in East Midlands. ONS classification: Nearer - Higher deprivation - Residential.
- 2021 population
- +6,360 people
- Population change, 2001 to 2021
- +2 pp
- Economic inactivity
- -1.7 pp
- Employment change, 2015 to 2024
- +11.1 pp
- 2023 median house price
- -£5,000
- House-price growth, 2001 to 2023
- +35.7 pp
- Population aged under 25
- -0.1 pp
- Population aged 65 or over
- -1.4 pp
Classification peer
Wednesbury · E63009895
West Midlands. Nearest complete record outside East Midlands with the same ONS combined classification. ONS classification: Nearer - Higher deprivation - Working.
- 2021 population
- +1,190 people
- Population change, 2001 to 2021
- -1.2 pp
- Economic inactivity
- -3.5 pp
- Employment change, 2015 to 2024
- +11.1 pp
- 2023 median house price
- -£20,000
- House-price growth, 2001 to 2023
- +14.2 pp
- Population aged under 25
- -1.5 pp
- Population aged 65 or over
- +1.2 pp
National peer
Hyde (Tameside) · E63008426
North West. Nearest remaining complete England record. ONS classification: Nearer - Higher deprivation - Residential.
- 2021 population
- -14,118 people
- Population change, 2001 to 2021
- -2.4 pp
- Economic inactivity
- +1.1 pp
- Employment change, 2015 to 2024
- +11.1 pp
- 2023 median house price
- -£20,000
- House-price growth, 2001 to 2023
- -2.6 pp
- Population aged under 25
- -0.3 pp
- Population aged 65 or over
- +1.5 pp
05 / Evidence synthesis
Kirkby-in-Ashfield evidence synthesis: House-price growth, 2001 to 2023, 2023 median house price, Population aged under 25
Kirkby-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: House-price growth, 2001 to 2023 → Population aged under 25 → Employment change, 2015 to 2024 → 2021 population → Economic inactivity → Population change, 2001 to 2021 → Population aged 65 or over → 2023 median house price.
Furthest-to-nearest distance from the middle percentile: House-price growth, 2001 to 2023 → 2023 median house price → Population aged under 25 → Population aged 65 or over → Employment change, 2015 to 2024 → 2021 population → Population change, 2001 to 2021 → Economic inactivity.
Regional peer
House-price growth, 2001 to 2023: 277.8% · Staveley (Chesterfield) delta +35.7 pp
At 277.8%, house-price growth, 2001 to 2023 places Kirkby-in-Ashfield in the upper quartile and at percentile 88.4 of the reviewed distribution. The constrained regional comparison is Staveley (Chesterfield) (E63008692). On this measure, Kirkby-in-Ashfield minus that record is +35.7 pp; the selection basis is nearest complete record in east midlands. Its practical use is to frame—not answer—a question about how dated economic context is labelled and maintained; the next evidence should come from source-date checks and user tests for interpretation. It must not be over-read, because historic price growth cannot support a current revenue claim.
Classification peer
2023 median house price: £170,000 · Wednesbury delta -£20,000
2023 median house price is one of Kirkby-in-Ashfield's three furthest-from-middle observations: £170,000, percentile 14.7, lower quartile. Against Wednesbury's reviewed classification record, the displayed delta is -£20,000. That comparator comes from the documented rule: nearest complete record outside east midlands with the same ons combined classification. This evidence can narrow a discovery question around pricing clarity, qualification steps and expectation setting, while comprehension tests using the organisation's real offer and fees supplies the user-level check the aggregate data cannot provide. This remains contextual evidence—a median house price is not a household affordability measure.
National peer
Population aged under 25: 29.9% · Hyde (Tameside) delta -0.3 pp
Among the eight reviewed measures, population aged under 25 stands out for Kirkby-in-Ashfield at 29.9%; its percentile position is 79.1 and its band is upper quartile. The same-source national check uses Hyde (Tameside), classified as Nearer - Higher deprivation - Residential. The Kirkby-in-Ashfield-minus-Hyde (Tameside) delta on this metric is -0.3 pp. For planning, document the observation beside mobile task speed, privacy explanation and channel continuity and require cross-device usability sessions without age-based assumptions before treating the idea as an accepted requirement. It must not be over-read, because an age-group share does not determine channel preference.
The distinctive metrics are not interchangeable: house-price growth, 2001 to 2023, 2023 median house price, population aged under 25 each raise a different planning question when read beside Staveley (Chesterfield), Wednesbury, Hyde (Tameside). For Kirkby-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: 21,511 people in 2021
Kirkby-in-Ashfield's recorded population changed from 19,585 in 2001 to 21,511 in 2021 (+9.8%). 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: 17.9% aged 65 or over
The 2021 age-group series records 4,329 people aged 0 to 15, 2,099 aged 16 to 24, 11,239 aged 25 to 64 and 3,862 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: 40.1% economically inactive
ONS records economic inactivity at 40.1%. The published composition includes 22.4% retired, 6.3% long-term sick or disabled, 3.4% students and 5.4% 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 £45,000 in 2001 to £155,000 in 2021 and £170,000 in 2023, a published change of +277.8%. 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 +35.7 pp is included in a brief, what decision about how dated economic context is labelled and maintained could it inform and what result would falsify that hypothesis?
Staveley (Chesterfield) is the constrained regional reference and is classified as Nearer - Higher deprivation - Residential; the question keeps historic price growth cannot support a current revenue claim as an explicit limit.
- 02
Before prioritising pricing clarity, qualification steps and expectation setting, which part of comprehension tests using the organisation's real offer and fees would verify whether this 2023 median house price observation matters to users in Kirkby-in-Ashfield?
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
Which real user task would justify changing mobile task speed, privacy explanation and channel continuity after seeing Kirkby-in-Ashfield's population aged under 25 position and its -0.3 pp difference from Hyde (Tameside)?
This question is traceable to population aged under 25 at percentile 79.1 and a -0.3 pp profile-minus-peer difference, not to inferred local behaviour.
- 04
For Kirkby-in-Ashfield's medium, non-coastal, working built-up area, nearer to a major town or city classification, how should house-price growth, 2001 to 2023, 2023 median house price, population aged under 25 be tested as separate website hypotheses without turning the combined pattern into a claim about local demand?
Cross-check all three named comparisons—Staveley (Chesterfield), Wednesbury, Hyde (Tameside)—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
Kirkby-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
Kirkby-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
Kirkby-in-Ashfield recorded +9.8% population change from 2001 to 2021 and +11.1% 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 E63008895. 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 Kirkby-in-Ashfield.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Kirkby-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.