E63009169 /East Midlands evidence profile
East Midlands evidence profile
Grantham digital planning profile
Grantham is a medium, non-coastal built-up area in East Midlands. ONS records show a 2021 population of 44,906; the population expanded quickly 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
- E63009169
- ITL1 region
- East Midlands
- Coastal
- Non-coastal
- Income-deprivation flag
- Higher deprivation
02 / Context
Three comparisons, with the benchmark stated
5.5% above the 11.2% median across complete England records in this ONS file.
10% above the 0% dataset median.
0.9% below 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 79.3 of 100.
Lower quartile · percentile position 23.3 of 100.
Middle half · percentile position 69 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: sha256:8c0b3d0f142…58763aab0ceb
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 Grantham minus the named peer; a plus sign means the value recorded for Grantham is higher.
Regional peer
Newark-on-Trent · E63008931
East Midlands. Nearest complete record in East Midlands. ONS classification: Nearer - Higher deprivation - Working.
- 2021 population
- +15,151 people
- Population change, 2001 to 2021
- -0.6 pp
- Economic inactivity
- -1.2 pp
- Employment change, 2015 to 2024
- -1.1 pp
- 2023 median house price
- +£13,750
- House-price growth, 2001 to 2023
- +12.9 pp
- Population aged under 25
- +0.7 pp
- Population aged 65 or over
- +0.8 pp
Classification peer
King's Lynn · E63009388
East of England. Nearest complete record outside East Midlands with the same ONS combined classification. ONS classification: Further - Higher deprivation - Working.
- 2021 population
- -2,698 people
- Population change, 2001 to 2021
- -0.4 pp
- Economic inactivity
- 0 pp
- Employment change, 2015 to 2024
- -0.7 pp
- 2023 median house price
- -£13,500
- House-price growth, 2001 to 2023
- -28.1 pp
- Population aged under 25
- -0.6 pp
- Population aged 65 or over
- +0.9 pp
National peer
Chorley · E63008113
North West. Nearest remaining complete England record. ONS classification: Nearer - Higher deprivation - Working.
- 2021 population
- +5,367 people
- Population change, 2001 to 2021
- +1.6 pp
- Economic inactivity
- -1.6 pp
- Employment change, 2015 to 2024
- +5 pp
- 2023 median house price
- +£20,750
- House-price growth, 2001 to 2023
- -23.1 pp
- Population aged under 25
- +0.8 pp
- Population aged 65 or over
- -0.5 pp
05 / Evidence synthesis
Grantham evidence synthesis: 2021 population, 2023 median house price, Population change, 2001 to 2021
Grantham is recorded as a medium, non-coastal, working built-up area, further from 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 → Population change, 2001 to 2021 → Population aged under 25 → Employment change, 2015 to 2024 → House-price growth, 2001 to 2023 → Population aged 65 or over → Economic inactivity → 2023 median house price.
Furthest-to-nearest distance from the middle percentile: 2021 population → 2023 median house price → Population change, 2001 to 2021 → Economic inactivity → Population aged under 25 → Employment change, 2015 to 2024 → Population aged 65 or over → House-price growth, 2001 to 2023.
Regional peer
2021 population: 44,906 · Newark-on-Trent delta +15,151 people
Among the eight reviewed measures, 2021 population stands out for Grantham at 44,906; its percentile position is 79.3 and its band is upper quartile. Against Newark-on-Trent's reviewed regional record, the displayed delta is +15,151 people. That comparator comes from the documented rule: nearest complete record in east midlands. Treat this combination as a hypothesis about content hierarchy and service-capacity assumptions, and test it through task-frequency interviews and observed completion data. No user or market conclusion follows automatically; population size does not establish addressable demand.
Classification peer
2023 median house price: £193,750 · King's Lynn delta -£13,500
At £193,750, 2023 median house price places Grantham in the lower quartile and at percentile 23.3 of the reviewed distribution. Using King's Lynn as the classification peer, the profile-minus-peer delta is -£13,500; the peer was selected because nearest complete record outside east midlands with the same ons combined classification. 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 responsible interpretation stops short of intent: a median house price is not a household affordability measure.
National peer
Population change, 2001 to 2021: 16.7% · Chorley delta +1.6 pp
For population change, 2001 to 2021, the source reports 16.7% for Grantham. That sits in the middle half, 19 percentile points from the middle position. Against Chorley's reviewed national record, the displayed delta is +1.6 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 update cadence, ownership and change-ready content models, using dated user research and a documented content-review cycle before changing the information architecture. The boundary is important: historic population change is neither a forecast nor a lead estimate.
This synthesis gives Grantham a bounded evidence trail: three furthest-from-middle measures, three named peers and the medium, non-coastal, working built-up area, further from a major town or city classification. The combination is useful for deciding what to investigate, not for predicting enquiries. A website brief should preserve the source dates, validation method and reasons for accepting or rejecting each hypothesis.
06 / Evidence interpretation
Planning signals before design decisions
Population context: 44,906 people in 2021
Grantham's recorded population changed from 38,488 in 2001 to 44,906 in 2021 (+16.7%). 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% aged 65 or over
The 2021 age-group series records 8,747 people aged 0 to 15, 4,059 aged 16 to 24, 23,544 aged 25 to 64 and 8,536 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: 37.2% economically inactive
ONS records economic inactivity at 37.2%. The published composition includes 22.6% retired, 3.8% long-term sick or disabled, 3.7% students and 4.4% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £193,750 median house price in 2023
The median house-price series moved from £59,950 in 2001 to £175,000 in 2021 and £193,750 in 2023, a published change of +223.2%. 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 +15,151 people is included in a brief, what decision about content hierarchy and service-capacity assumptions could it inform and what result would falsify that hypothesis?
Evidence basis: 44,906, upper quartile, with Grantham minus the regional peer equal to +15,151 people. Validation route: task-frequency interviews and observed completion data.
- 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 Grantham?
This question is traceable to 2023 median house price at percentile 23.3 and a -£13,500 profile-minus-peer difference, not to inferred local behaviour.
- 03
Where should the team record uncertainty when using Grantham's population change, 2001 to 2021 value and the Chorley comparison to discuss update cadence, ownership and change-ready content models?
This question is traceable to population change, 2001 to 2021 at percentile 69 and a +1.6 pp profile-minus-peer difference, not to inferred local behaviour.
- 04
For Grantham's medium, non-coastal, working built-up area, further from a major town or city classification, how should 2021 population, 2023 median house price, population change, 2001 to 2021 be tested as separate website hypotheses without turning the combined pattern into a claim about local demand?
Cross-check all three named comparisons—Newark-on-Trent, King's Lynn, Chorley—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
Grantham 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
Let the page complete the decision remotely
Grantham is further from a major town or city in the ONS classification. Put scope, process, timelines, accessibility options and meeting arrangements on the page so a user can evaluate fit without assuming a nearby branch or travelling for basic information.
- 03
Build a broad, task-led accessibility baseline
52.5% 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
Grantham recorded +16.7% population change from 2001 to 2021 and +10% 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 E63009169. 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 Grantham.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Grantham.
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.