E63010611 /West Midlands evidence profile
West Midlands evidence profile
Stratford-upon-Avon digital planning profile
Stratford-upon-Avon is a medium, non-coastal built-up area in West Midlands. ONS records show a 2021 population of 27,279; 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
- E63010611
- ITL1 region
- West Midlands
- Coastal
- Non-coastal
- Income-deprivation flag
- Lower deprivation
02 / Context
Three comparisons, with the benchmark stated
20.2% above the 11.2% median across complete England records in this ONS file.
10.5% above the 0% dataset median.
59.4% 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
Lowest decile · percentile position 7.9 of 100.
Lowest decile · percentile position 8.8 of 100.
Upper quartile · percentile position 89.3 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: sha256:6f5d570ab55…1e28d06b14d0
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 Stratford-upon-Avon minus the named peer; a plus sign means the value recorded for Stratford-upon-Avon is higher.
Regional peer
Lichfield · E63009625
West Midlands. Nearest complete record in West Midlands. ONS classification: Nearer - Medium deprivation - Working.
- 2021 population
- -5,307 people
- Population change, 2001 to 2021
- +14.6 pp
- Economic inactivity
- -2.3 pp
- Employment change, 2015 to 2024
- +4.6 pp
- 2023 median house price
- +£60,000
- House-price growth, 2001 to 2023
- -47.8 pp
- Population aged under 25
- -1.6 pp
- Population aged 65 or over
- 0 pp
Classification peer
Romsey · E63013363
South East. Nearest complete record outside West Midlands with the same ONS combined classification. ONS classification: Nearer - Lower deprivation - Working.
- 2021 population
- +7,636 people
- Population change, 2001 to 2021
- +17.3 pp
- Economic inactivity
- -2 pp
- Employment change, 2015 to 2024
- -2 pp
- 2023 median house price
- +£9,944
- House-price growth, 2001 to 2023
- -19.9 pp
- Population aged under 25
- -0.3 pp
- Population aged 65 or over
- -2.3 pp
National peer
Nantwich · E63008946
North West. Nearest remaining complete England record. ONS classification: Nearer - Lower deprivation - Mixed.
- 2021 population
- +8,538 people
- Population change, 2001 to 2021
- -8 pp
- Economic inactivity
- -1.3 pp
- Employment change, 2015 to 2024
- +10.5 pp
- 2023 median house price
- +£98,500
- House-price growth, 2001 to 2023
- -27.5 pp
- Population aged under 25
- -0.9 pp
- Population aged 65 or over
- -0.1 pp
05 / Evidence synthesis
Stratford-upon-Avon evidence synthesis: House-price growth, 2001 to 2023, Population aged under 25, Population change, 2001 to 2021
Stratford-upon-Avon 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 65 or over → 2023 median house price → 2021 population → Employment change, 2015 to 2024 → Economic inactivity → Population aged under 25 → House-price growth, 2001 to 2023.
Furthest-to-nearest distance from the middle percentile: House-price growth, 2001 to 2023 → Population aged under 25 → Population change, 2001 to 2021 → Population aged 65 or over → 2023 median house price → 2021 population → Employment change, 2015 to 2024 → Economic inactivity.
Regional peer
House-price growth, 2001 to 2023: 164.7% · Lichfield delta -47.8 pp
For house-price growth, 2001 to 2023, the source reports 164.7% for Stratford-upon-Avon. That sits in the lowest decile, 42.1 percentile points from the middle position. Lichfield, the named regional peer from West Midlands, differs by -47.8 pp when the calculation is Stratford-upon-Avon minus peer. Nearest complete record in West Midlands. Treat this combination as a hypothesis about how dated economic context is labelled and maintained, and test it through source-date checks and user tests for interpretation. The boundary is important: historic price growth cannot support a current revenue claim.
Classification peer
Population aged under 25: 23.5% · Romsey delta -0.3 pp
For population aged under 25, the source reports 23.5% for Stratford-upon-Avon. That sits in the lowest decile, 41.2 percentile points from the middle position. For a bounded comparison rather than a national average, Romsey supplies the classification reference; Stratford-upon-Avon is -0.3 pp from it on the displayed scale. For planning, document the observation beside mobile task speed, privacy explanation and channel continuity and require cross-device usability sessions without age-based assumptions before treating the idea as an accepted requirement. No user or market conclusion follows automatically; an age-group share does not determine channel preference.
National peer
Population change, 2001 to 2021: 31.4% · Nantwich delta -8 pp
Population change, 2001 to 2021 is one of Stratford-upon-Avon's three furthest-from-middle observations: 31.4%, percentile 89.3, upper quartile. Nantwich, the named national peer from North West, differs by -8 pp when the calculation is Stratford-upon-Avon minus peer. Nearest remaining complete England record. 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.
Together, house-price growth, 2001 to 2023, population aged under 25, population change, 2001 to 2021 and the constrained comparisons with Lichfield, Romsey, Nantwich create three separate research tracks for Stratford-upon-Avon. They do not form a demand score. Keep each hypothesis independently testable, record contradictory findings and remove a planning assumption when user evidence does not support it.
06 / Evidence interpretation
Planning signals before design decisions
Population context: 27,279 people in 2021
Stratford-upon-Avon's recorded population changed from 20,759 in 2001 to 27,279 in 2021 (+31.4%). 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: 24.4% aged 65 or over
The 2021 age-group series records 4,163 people aged 0 to 15, 2,239 aged 16 to 24, 14,212 aged 25 to 64 and 6,658 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: 39.7% economically inactive
ONS records economic inactivity at 39.7%. The published composition includes 27.1% retired, 3.1% long-term sick or disabled, 3.4% students and 3.5% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £360,000 median house price in 2023
The median house-price series moved from £136,000 in 2001 to £330,000 in 2021 and £360,000 in 2023, a published change of +164.7%. 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 how dated economic context is labelled and maintained without assuming that Stratford-upon-Avon's percentile 7.9 position predicts an individual user's needs?
Evidence basis: 164.7%, lowest decile, with Stratford-upon-Avon minus the regional peer equal to -47.8 pp. Validation route: source-date checks and user tests for interpretation.
- 02
Before prioritising mobile task speed, privacy explanation and channel continuity, which part of cross-device usability sessions without age-based assumptions would verify whether this population aged under 25 observation matters to users in Stratford-upon-Avon?
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
What evidence would show that the population change, 2001 to 2021 contrast between Stratford-upon-Avon and Nantwich should alter update cadence, ownership and change-ready content models, rather than remain background context?
This question is traceable to population change, 2001 to 2021 at percentile 89.3 and a -8 pp profile-minus-peer difference, not to inferred local behaviour.
- 04
For Stratford-upon-Avon's medium, non-coastal, working built-up area, nearer to a major town or city classification, how should house-price growth, 2001 to 2023, population aged under 25, 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—Lichfield, Romsey, Nantwich—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
Stratford-upon-Avon 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
Stratford-upon-Avon 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
24.4% 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
Prepare the content model for change
Stratford-upon-Avon recorded +31.4% population change from 2001 to 2021 and +10.5% 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 E63010611. 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 Stratford-upon-Avon.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Stratford-upon-Avon.
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.