E63009672 /East Midlands evidence profile
East Midlands evidence profile
Stamford digital planning profile
Stamford is a medium, non-coastal built-up area in East Midlands. ONS records show a 2021 population of 20,745; 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
- E63009672
- ITL1 region
- East Midlands
- Coastal
- Non-coastal
- Income-deprivation flag
- Medium deprivation
02 / Context
Three comparisons, with the benchmark stated
5% below the 11.2% median across complete England records in this ONS file.
11.1% below the 0% dataset median.
48.7% 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 86 of 100.
Lower quartile · percentile position 14.9 of 100.
Lower quartile · percentile position 22.6 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: sha256:437f3a47ac2…449919b9733b
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 Stamford minus the named peer; a plus sign means the value recorded for Stamford is higher.
Regional peer
Belper · E63009007
East Midlands. Nearest complete record in East Midlands. ONS classification: Nearer - Lower deprivation - Residential.
- 2021 population
- +1,669 people
- Population change, 2001 to 2021
- +5.9 pp
- Economic inactivity
- -0.2 pp
- Employment change, 2015 to 2024
- +5.6 pp
- 2023 median house price
- +£80,000
- House-price growth, 2001 to 2023
- +21.4 pp
- Population aged under 25
- +1.1 pp
- Population aged 65 or over
- +0.2 pp
Classification peer
Stroud · E63011599
South West. Nearest complete record outside East Midlands with the same ONS combined classification. ONS classification: Nearer - Medium deprivation - Working.
- 2021 population
- -5,328 people
- Population change, 2001 to 2021
- -3.3 pp
- Economic inactivity
- +2.9 pp
- Employment change, 2015 to 2024
- -11.1 pp
- 2023 median house price
- +£37,500
- House-price growth, 2001 to 2023
- +43.3 pp
- Population aged under 25
- -0.5 pp
- Population aged 65 or over
- +1.8 pp
National peer
St Ives (Huntingdonshire) · E63010266
East of England. Nearest remaining complete England record. ONS classification: Further - Lower deprivation - Working.
- 2021 population
- +3,927 people
- Population change, 2001 to 2021
- +1.1 pp
- Economic inactivity
- +2.6 pp
- Employment change, 2015 to 2024
- -11.1 pp
- 2023 median house price
- +£12,500
- House-price growth, 2001 to 2023
- +1.5 pp
- Population aged under 25
- -0.5 pp
- Population aged 65 or over
- +1.5 pp
05 / Evidence synthesis
Stamford evidence synthesis: House-price growth, 2001 to 2023, Employment change, 2015 to 2024, Population aged under 25
Stamford 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 → 2023 median house price → Population aged 65 or over → 2021 population → Economic inactivity → Population change, 2001 to 2021 → Population aged under 25 → Employment change, 2015 to 2024.
Furthest-to-nearest distance from the middle percentile: House-price growth, 2001 to 2023 → Employment change, 2015 to 2024 → Population aged under 25 → 2023 median house price → Population change, 2001 to 2021 → Population aged 65 or over → Economic inactivity → 2021 population.
Regional peer
House-price growth, 2001 to 2023: 272.8% · Belper delta +21.4 pp
At 272.8%, house-price growth, 2001 to 2023 places Stamford in the upper quartile and at percentile 86 of the reviewed distribution. Against Belper's reviewed regional record, the displayed delta is +21.4 pp. That comparator comes from the documented rule: nearest complete record in east midlands. 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.
Classification peer
Employment change, 2015 to 2024: -11.1% · Stroud delta -11.1 pp
Employment change, 2015 to 2024 is one of Stamford's three furthest-from-middle observations: -11.1%, percentile 14.9, lower quartile. Using Stroud as the classification peer, the profile-minus-peer delta is -11.1 pp; the peer was selected because nearest complete record outside east midlands with the same ons combined classification. 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. Keep the inference narrow: employment change does not prove commercial search intent.
National peer
Population aged under 25: 25.4% · St Ives (Huntingdonshire) delta -0.5 pp
Among the eight reviewed measures, population aged under 25 stands out for Stamford at 25.4%; its percentile position is 22.6 and its band is lower quartile. Against St Ives (Huntingdonshire)'s reviewed national record, the displayed delta is -0.5 pp. That comparator comes from the documented rule: nearest remaining complete england record. Use the contrast to prioritise research into mobile task speed, privacy explanation and channel continuity. A decision should wait for cross-device usability sessions without age-based assumptions. The responsible interpretation stops short of intent: an age-group share does not determine channel preference.
This synthesis gives Stamford a bounded evidence trail: three furthest-from-middle measures, three named peers and the medium, non-coastal, working built-up area, nearer to 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: 20,745 people in 2021
Stamford's recorded population changed from 19,525 in 2001 to 20,745 in 2021 (+6.2%). 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: 22.6% aged 65 or over
The 2021 age-group series records 3,640 people aged 0 to 15, 1,638 aged 16 to 24, 10,772 aged 25 to 64 and 4,693 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: 38.7% economically inactive
ONS records economic inactivity at 38.7%. The published composition includes 26.7% retired, 2.8% long-term sick or disabled, 3.2% students and 3.6% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £322,500 median house price in 2023
The median house-price series moved from £86,500 in 2001 to £295,000 in 2021 and £322,500 in 2023, a published change of +272.8%. 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
Which real user task would justify changing how dated economic context is labelled and maintained after seeing Stamford's house-price growth, 2001 to 2023 position and its +21.4 pp difference from Belper?
Belper is the constrained regional reference and is classified as Nearer - Lower deprivation - Residential; the question keeps historic price growth cannot support a current revenue claim as an explicit limit.
- 02
Where should the team record uncertainty when using Stamford's employment change, 2015 to 2024 value and the Stroud comparison to discuss the separation of employer, worker and customer journeys?
This question is traceable to employment change, 2015 to 2024 at percentile 14.9 and a -11.1 pp profile-minus-peer difference, not to inferred local behaviour.
- 03
How should a prototype test mobile task speed, privacy explanation and channel continuity without assuming that Stamford's percentile 22.6 position predicts an individual user's needs?
Evidence basis: 25.4%, lower quartile, with Stamford minus the national peer equal to -0.5 pp. Validation route: cross-device usability sessions without age-based assumptions.
- 04
For Stamford's medium, non-coastal, working built-up area, nearer to a major town or city classification, how should house-price growth, 2001 to 2023, employment change, 2015 to 2024, 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—Belper, Stroud, St Ives (Huntingdonshire)—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
Stamford 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
Stamford 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
22.6% 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
Stamford recorded +6.2% population change from 2001 to 2021 and -11.1% 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 E63009672. 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 Stamford.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Stamford.
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.