E63009017 /East Midlands evidence profile
East Midlands evidence profile
Heanor digital planning profile
Heanor is a medium, non-coastal built-up area in East Midlands. ONS records show a 2021 population of 24,264; the population grew steadily 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
- E63009017
- ITL1 region
- East Midlands
- Coastal
- Non-coastal
- Income-deprivation flag
- Higher deprivation
02 / Context
Three comparisons, with the benchmark stated
1% above the 11.2% median across complete England records in this ONS file.
12.5% below the 0% dataset median.
15.1% 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 12.6 of 100.
Lower quartile · percentile position 15.9 of 100.
Middle half · percentile position 63.6 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:a118b5b1387…7b5f2d173a71
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 Heanor minus the named peer; a plus sign means the value recorded for Heanor is higher.
Regional peer
Mansfield Woodhouse · E63008805
East Midlands. Nearest complete record in East Midlands. ONS classification: Nearer - Higher deprivation - Residential.
- 2021 population
- +4,743 people
- Population change, 2001 to 2021
- +3.3 pp
- Economic inactivity
- -2.2 pp
- Employment change, 2015 to 2024
- -12.5 pp
- 2023 median house price
- -£500
- House-price growth, 2001 to 2023
- -7.8 pp
- Population aged under 25
- +0.4 pp
- Population aged 65 or over
- -1.4 pp
Classification peer
Coseley · E63009922
West Midlands. Nearest complete record outside East Midlands with the same ONS combined classification. ONS classification: Nearer - Higher deprivation - Residential.
- 2021 population
- -942 people
- Population change, 2001 to 2021
- +5.5 pp
- Economic inactivity
- -2.5 pp
- Employment change, 2015 to 2024
- -12.5 pp
- 2023 median house price
- -£26,225
- House-price growth, 2001 to 2023
- -1.4 pp
- Population aged under 25
- -1.4 pp
- Population aged 65 or over
- -0.5 pp
National peer
Rugeley · E63009434
West Midlands. Nearest remaining complete England record. ONS classification: Nearer - Medium deprivation - Residential.
- 2021 population
- -1,885 people
- Population change, 2001 to 2021
- -2.9 pp
- Economic inactivity
- +0.1 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- -£27,000
- House-price growth, 2001 to 2023
- +5.9 pp
- Population aged under 25
- -0.6 pp
- Population aged 65 or over
- -1.1 pp
05 / Evidence synthesis
Heanor evidence synthesis: Employment change, 2015 to 2024, 2023 median house price, House-price growth, 2001 to 2023
Heanor is recorded as a medium, non-coastal, residential 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 change, 2001 to 2021 → Population aged under 25 → Economic inactivity → Population aged 65 or over → 2023 median house price → Employment change, 2015 to 2024.
Furthest-to-nearest distance from the middle percentile: Employment change, 2015 to 2024 → 2023 median house price → House-price growth, 2001 to 2023 → 2021 population → Population aged 65 or over → Economic inactivity → Population change, 2001 to 2021 → Population aged under 25.
Regional peer
Employment change, 2015 to 2024: -12.5% · Mansfield Woodhouse delta -12.5 pp
Heanor's employment change, 2015 to 2024 is -12.5%, a lower quartile result at percentile 12.6 among 936 complete England records. Using Mansfield Woodhouse as the regional peer, the profile-minus-peer delta is -12.5 pp; the peer was selected because nearest complete record in east midlands. A defensible brief can turn the pair into a verification task for the separation of employer, worker and customer journeys, using journey interviews plus measured form and contact outcomes before changing the information architecture. No user or market conclusion follows automatically; employment change does not prove commercial search intent.
Classification peer
2023 median house price: £173,000 · Coseley delta -£26,225
At £173,000, 2023 median house price places Heanor in the lower quartile and at percentile 15.9 of the reviewed distribution. Coseley, the named classification peer from West Midlands, differs by -£26,225 when the calculation is Heanor minus peer. Nearest complete record outside East Midlands with the same ONS combined classification. A defensible brief can turn the pair into a verification task for pricing clarity, qualification steps and expectation setting, using comprehension tests using the organisation's real offer and fees before changing the information architecture. This remains contextual evidence—a median house price is not a household affordability measure.
National peer
House-price growth, 2001 to 2023: 239.2% · Rugeley delta +5.9 pp
For house-price growth, 2001 to 2023, the source reports 239.2% for Heanor. That sits in the middle half, 13.6 percentile points from the middle position. Against Rugeley's reviewed national record, the displayed delta is +5.9 pp. That comparator comes from the documented rule: nearest remaining complete england record. A defensible brief can turn the pair into a verification task for how dated economic context is labelled and maintained, using source-date checks and user tests for interpretation before changing the information architecture. The responsible interpretation stops short of intent: historic price growth cannot support a current revenue claim.
Heanor's evidence pattern combines the medium, non-coastal, residential built-up area, nearer to a major town or city frame with three percentile observations and peer-specific deltas. That combination can make discovery more precise, but it cannot establish what residents want or whether a service has local demand. Decisions should remain reversible until direct research or measured website behaviour confirms them.
06 / Evidence interpretation
Planning signals before design decisions
Population context: 24,264 people in 2021
Heanor's recorded population changed from 21,625 in 2001 to 24,264 in 2021 (+12.2%). 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: 19.1% aged 65 or over
The 2021 age-group series records 4,303 people aged 0 to 15, 2,295 aged 16 to 24, 13,004 aged 25 to 64 and 4,642 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: 38.8% economically inactive
ONS records economic inactivity at 38.8%. The published composition includes 22.4% retired, 5.3% long-term sick or disabled, 3.1% 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: £173,000 median house price in 2023
The median house-price series moved from £51,000 in 2001 to £165,500 in 2021 and £173,000 in 2023, a published change of +239.2%. 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 -12.5 pp is included in a brief, what decision about the separation of employer, worker and customer journeys could it inform and what result would falsify that hypothesis?
Evidence basis: -12.5%, lower quartile, with Heanor minus the regional peer equal to -12.5 pp. Validation route: journey interviews plus measured form and contact outcomes.
- 02
If the classification peer delta of -£26,225 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?
Coseley is the constrained classification reference and is classified as Nearer - Higher deprivation - Residential; the question keeps a median house price is not a household affordability measure as an explicit limit.
- 03
Where should the team record uncertainty when using Heanor's house-price growth, 2001 to 2023 value and the Rugeley comparison to discuss how dated economic context is labelled and maintained?
The prompt combines one distinctive metric with the named national comparator selected by the eight-metric method. It does not treat either record as search, lead or customer evidence.
- 04
For Heanor's medium, non-coastal, residential built-up area, nearer to a major town or city classification, how should employment change, 2015 to 2024, 2023 median house price, 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—Mansfield Woodhouse, Coseley, Rugeley—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
Make service boundaries explicit
Heanor is classified as residential. Explain delivery areas, remote or on-site conditions, response times and exclusions in visible copy. This reduces ambiguity for residents without inventing a local office or multiplying near-identical neighbourhood pages.
- 02
Differentiate from the nearby major centre
Heanor 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
53.6% 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
Heanor recorded +12.2% population change from 2001 to 2021 and -12.5% 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 E63009017. 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 Heanor.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Heanor.
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.