E63010344 /East Midlands evidence profile
East Midlands evidence profile
Wellingborough digital planning profile
Wellingborough is a medium, non-coastal built-up area in East Midlands. ONS records show a 2021 population of 54,421; the population expanded quickly between 2001 and 2021, while the 2015 to 2024 employment series shows a flat employment count. 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
- E63010344
- ITL1 region
- East Midlands
- Coastal
- Non-coastal
- Income-deprivation flag
- Higher deprivation
02 / Context
Three comparisons, with the benchmark stated
4.4% above the 11.2% median across complete England records in this ONS file.
in line with the 0% dataset median.
27% 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 15.8 of 100.
Upper quartile · percentile position 84 of 100.
Lower quartile · percentile position 17.3 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: sha256:20c50f1a5a4…7641a1a411bd
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 Wellingborough minus the named peer; a plus sign means the value recorded for Wellingborough is higher.
Regional peer
Kettering · E63010129
East Midlands. Nearest complete record in East Midlands. ONS classification: Further - Higher deprivation - Working.
- 2021 population
- -8,728 people
- Population change, 2001 to 2021
- -8.1 pp
- Economic inactivity
- -0.5 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- -£15,005
- House-price growth, 2001 to 2023
- -14.8 pp
- Population aged under 25
- +1 pp
- Population aged 65 or over
- -1.3 pp
Classification peer
Bedford · E63010690
East of England. Nearest complete record outside East Midlands with the same ONS combined classification. ONS classification: Nearer - Higher deprivation - Working.
- 2021 population
- -42,805 people
- Population change, 2001 to 2021
- -1.9 pp
- Economic inactivity
- -1.2 pp
- Employment change, 2015 to 2024
- -8.5 pp
- 2023 median house price
- -£60,505
- House-price growth, 2001 to 2023
- +15.3 pp
- Population aged under 25
- +0.1 pp
- Population aged 65 or over
- +0.4 pp
National peer
Thetford · E63010071
East of England. Nearest remaining complete England record. ONS classification: Further - Higher deprivation - Working.
- 2021 population
- +28,919 people
- Population change, 2001 to 2021
- -0.2 pp
- Economic inactivity
- +1.3 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- +£19,995
- House-price growth, 2001 to 2023
- +3.3 pp
- Population aged under 25
- +0.2 pp
- Population aged 65 or over
- +0.1 pp
05 / Evidence synthesis
Wellingborough evidence synthesis: Population aged 65 or over, 2021 population, Economic inactivity
Wellingborough 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 → Population aged under 25 → House-price growth, 2001 to 2023 → Population change, 2001 to 2021 → Employment change, 2015 to 2024 → 2023 median house price → Economic inactivity → Population aged 65 or over.
Furthest-to-nearest distance from the middle percentile: Population aged 65 or over → 2021 population → Economic inactivity → Population aged under 25 → House-price growth, 2001 to 2023 → Population change, 2001 to 2021 → 2023 median house price → Employment change, 2015 to 2024.
Regional peer
Population aged 65 or over: 15.9% · Kettering delta -1.3 pp
Among the eight reviewed measures, population aged 65 or over stands out for Wellingborough at 15.9%; its percentile position is 15.8 and its band is lower quartile. Against Kettering's reviewed regional record, the displayed delta is -1.3 pp. That comparator comes from the documented rule: nearest complete record in east midlands. Treat this combination as a hypothesis about readability, keyboard access and assisted alternatives, and test it through inclusive usability sessions and accessibility conformance checks. Keep the inference narrow: an age-group share does not determine digital ability.
Classification peer
2021 population: 54,421 · Bedford delta -42,805 people
For 2021 population, the source reports 54,421 for Wellingborough. That sits in the upper quartile, 34 percentile points from the middle position. The same-source classification check uses Bedford, classified as Nearer - Higher deprivation - Working. The Wellingborough-minus-Bedford delta on this metric is -42,805 people. Its practical use is to frame—not answer—a question about content hierarchy and service-capacity assumptions; the next evidence should come from task-frequency interviews and observed completion data. Keep the inference narrow: population size does not establish addressable demand.
National peer
Economic inactivity: 35% · Thetford delta +1.3 pp
The reviewed record positions Wellingborough at percentile 17.3 for economic inactivity; its published value is 35% and its band is lower quartile. The constrained national comparison is Thetford (E63010071). On this measure, Wellingborough minus that record is +1.3 pp; the selection basis is nearest remaining complete england record. Use the contrast to prioritise research into assisted, accessible and non-digital completion routes. A decision should wait for accessibility testing across real tasks and support-channel evidence. The boundary is important: an aggregate inactivity rate cannot describe an individual visitor.
The distinctive metrics are not interchangeable: population aged 65 or over, 2021 population, economic inactivity each raise a different planning question when read beside Kettering, Bedford, Thetford. For Wellingborough, 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: 54,421 people in 2021
Wellingborough's recorded population changed from 47,058 in 2001 to 54,421 in 2021 (+15.6%). 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: 15.9% aged 65 or over
The 2021 age-group series records 11,119 people aged 0 to 15, 5,419 aged 16 to 24, 29,227 aged 25 to 64 and 8,659 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: 35% economically inactive
ONS records economic inactivity at 35%. The published composition includes 18.8% retired, 4.4% long-term sick or disabled, 3.9% students and 4.7% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £229,995 median house price in 2023
The median house-price series moved from £65,500 in 2001 to £218,500 in 2021 and £229,995 in 2023, a published change of +251.1%. 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
How should a prototype test readability, keyboard access and assisted alternatives without assuming that Wellingborough's percentile 15.8 position predicts an individual user's needs?
The prompt combines one distinctive metric with the named regional comparator selected by the eight-metric method. It does not treat either record as search, lead or customer evidence.
- 02
What evidence would show that the 2021 population contrast between Wellingborough and Bedford should alter content hierarchy and service-capacity assumptions, rather than remain background context?
Evidence basis: 54,421, upper quartile, with Wellingborough minus the classification peer equal to -42,805 people. Validation route: task-frequency interviews and observed completion data.
- 03
If the national peer delta of +1.3 pp is included in a brief, what decision about assisted, accessible and non-digital completion routes could it inform and what result would falsify that hypothesis?
Evidence basis: 35%, lower quartile, with Wellingborough minus the national peer equal to +1.3 pp. Validation route: accessibility testing across real tasks and support-channel evidence.
- 04
For Wellingborough's medium, non-coastal, working built-up area, nearer to a major town or city classification, how should population aged 65 or over, 2021 population, economic inactivity be tested as separate website hypotheses without turning the combined pattern into a claim about local demand?
Cross-check all three named comparisons—Kettering, Bedford, Thetford—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
Wellingborough 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
Wellingborough 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
Support quick comparison without hiding detail
30.4% of the recorded 2021 age-group total is under 25. Lead with concise task summaries and responsive performance, while keeping fees, eligibility, privacy and next steps available in the same journey rather than behind a social-only channel.
- 04
Prepare the content model for change
Wellingborough recorded +15.6% population change from 2001 to 2021 and 0% 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 E63010344. 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 Wellingborough.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Wellingborough.
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.