E63010458 /East Midlands evidence profile
East Midlands evidence profile
Daventry digital planning profile
Daventry is a medium, non-coastal built-up area in East Midlands. ONS records show a 2021 population of 27,783; 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
- E63010458
- ITL1 region
- East Midlands
- Coastal
- Non-coastal
- Income-deprivation flag
- Higher deprivation
02 / Context
Three comparisons, with the benchmark stated
16.6% above the 11.2% median across complete England records in this ONS file.
in line with the 0% dataset median.
37.6% 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
Lower quartile · percentile position 12.1 of 100.
Upper quartile · percentile position 87.1 of 100.
Lower quartile · percentile position 18.4 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:fdbfba3c0c1…6280c4d42c13
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 Daventry minus the named peer; a plus sign means the value recorded for Daventry is higher.
Regional peer
Towcester · E63010765
East Midlands. Nearest complete record in East Midlands. ONS classification: Nearer - Lower deprivation - Residential.
- 2021 population
- +16,450 people
- Population change, 2001 to 2021
- -2.1 pp
- Economic inactivity
- +3.8 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- -£70,000
- House-price growth, 2001 to 2023
- -10.4 pp
- Population aged under 25
- +1.1 pp
- Population aged 65 or over
- -0.2 pp
Classification peer
Aldershot · E63012710
South East. Nearest complete record outside East Midlands with the same ONS combined classification. ONS classification: Nearer - Higher deprivation - Working.
- 2021 population
- -12,044 people
- Population change, 2001 to 2021
- +10.1 pp
- Economic inactivity
- +2.3 pp
- Employment change, 2015 to 2024
- -5.6 pp
- 2023 median house price
- -£80,000
- House-price growth, 2001 to 2023
- -17.4 pp
- Population aged under 25
- -0.2 pp
- Population aged 65 or over
- +2.2 pp
National peer
Huntingdon · E63010249
East of England. Nearest remaining complete England record. ONS classification: Further - Medium deprivation - Working.
- 2021 population
- +2,367 people
- Population change, 2001 to 2021
- +5.4 pp
- Economic inactivity
- +2.1 pp
- Employment change, 2015 to 2024
- -5.3 pp
- 2023 median house price
- -£5,000
- House-price growth, 2001 to 2023
- +0.2 pp
- Population aged under 25
- -0.2 pp
- Population aged 65 or over
- +1.9 pp
05 / Evidence synthesis
Daventry evidence synthesis: Economic inactivity, Population change, 2001 to 2021, House-price growth, 2001 to 2023
Daventry 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: Population change, 2001 to 2021 → Population aged under 25 → 2021 population → 2023 median house price → Employment change, 2015 to 2024 → Population aged 65 or over → House-price growth, 2001 to 2023 → Economic inactivity.
Furthest-to-nearest distance from the middle percentile: Economic inactivity → Population change, 2001 to 2021 → House-price growth, 2001 to 2023 → Population aged 65 or over → Population aged under 25 → 2021 population → Employment change, 2015 to 2024 → 2023 median house price.
Regional peer
Economic inactivity: 33.7% · Towcester delta +3.8 pp
Among the eight reviewed measures, economic inactivity stands out for Daventry at 33.7%; its percentile position is 12.1 and its band is lower quartile. The constrained regional comparison is Towcester (E63010765). On this measure, Daventry minus that record is +3.8 pp; the selection basis is nearest complete record in east midlands. Its practical use is to frame—not answer—a question about assisted, accessible and non-digital completion routes; the next evidence should come from accessibility testing across real tasks and support-channel evidence. It must not be over-read, because an aggregate inactivity rate cannot describe an individual visitor.
Classification peer
Population change, 2001 to 2021: 27.8% · Aldershot delta +10.1 pp
Daventry's population change, 2001 to 2021 is 27.8%, a upper quartile result at percentile 87.1 among 936 complete England records. Using Aldershot as the classification peer, the profile-minus-peer delta is +10.1 pp; the peer was selected because nearest complete record outside east midlands with the same ons combined classification. Its practical use is to frame—not answer—a question about update cadence, ownership and change-ready content models; the next evidence should come from dated user research and a documented content-review cycle. This remains contextual evidence—historic population change is neither a forecast nor a lead estimate.
National peer
House-price growth, 2001 to 2023: 186.5% · Huntingdon delta +0.2 pp
Daventry's house-price growth, 2001 to 2023 is 186.5%, a lower quartile result at percentile 18.4 among 936 complete England records. The constrained national comparison is Huntingdon (E63010249). On this measure, Daventry minus that record is +0.2 pp; the selection basis is nearest remaining complete england record. 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. The responsible interpretation stops short of intent: historic price growth cannot support a current revenue claim.
Daventry's evidence pattern combines the medium, non-coastal, working 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: 27,783 people in 2021
Daventry's recorded population changed from 21,731 in 2001 to 27,783 in 2021 (+27.8%). 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: 16.5% aged 65 or over
The 2021 age-group series records 5,391 people aged 0 to 15, 2,654 aged 16 to 24, 15,179 aged 25 to 64 and 4,575 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: 33.7% economically inactive
ONS records economic inactivity at 33.7%. The published composition includes 19.7% retired, 4% long-term sick or disabled, 3.2% students and 4.1% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £255,000 median house price in 2023
The median house-price series moved from £89,000 in 2001 to £235,000 in 2021 and £255,000 in 2023, a published change of +186.5%. 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 assisted, accessible and non-digital completion routes without assuming that Daventry's percentile 12.1 position predicts an individual user's needs?
Towcester is the constrained regional reference and is classified as Nearer - Lower deprivation - Residential; the question keeps an aggregate inactivity rate cannot describe an individual visitor as an explicit limit.
- 02
Where should the team record uncertainty when using Daventry's population change, 2001 to 2021 value and the Aldershot comparison to discuss update cadence, ownership and change-ready content models?
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
If the national peer delta of +0.2 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?
Huntingdon is the constrained national reference and is classified as Further - Medium deprivation - Working; the question keeps historic price growth cannot support a current revenue claim as an explicit limit.
- 04
For Daventry's medium, non-coastal, working built-up area, nearer to a major town or city classification, how should economic inactivity, population change, 2001 to 2021, 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—Towcester, Aldershot, Huntingdon—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
Daventry 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
Daventry 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
54.6% 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
Daventry recorded +27.8% 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 E63010458. 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 Daventry.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Daventry.
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.