Humanity v2.1 “Sandhammaren”

The first public release

Sandhammaren is the first Hiasynth population available to customers. It covers 41 country builds and 299 regions, about 522 million people, and it is the release behind every Hiasynth query today.

Every persona in Sandhammaren is described by more than 700 attributes. They live on three layers, but they all describe the same thing in the end: the person, and their wallet.

• The person carries around 160 attributes: who they are, what they believe, how they spend their week, what they subscribe to, and what is likely to happen to them next.
• Their household carries around 400 more, plus a 47-line spend ledger and a 55-line emissions ledger: income, taxes, wealth, debt, housing costs, savings, vehicles, heating, and where the money goes.
• Where they live carries around 130: what it is like to live in that micro-zone. How far to the city centre, the nearest station, a grocery shop or a fast charger; what is within walking distance; how the neighbourhood fills up or empties by day; the climate; and who the neighbours are.

Because the three layers are joined, any question can cross them. "Renters with children, within walking distance of a tram, who spend above their neighbourhood on restaurants" is one query, not three.

Also new in Sandhammaren

• Attitudes and values that differ by region and by generation. Skåne and Norrland, a 1965 cohort and a 1995 cohort, each get their own profile.
• Paid subscriptions modelled together: video, music, gaming, news and fitness go together as they do in real households.
• Shopping and channel behaviour: online share by category, retail catchment, car-dependent versus local shoppers, promotion sensitivity.
• Vehicles and homes: powertrain, electric-vehicle ownership and candidacy, heating system and heat-pump candidacy, solar.
• Minority and language presence by statistical unit, with cultural identity that reaches into spend, diet and the calendar.
• Ad-tier reach: who can be reached through which media, at rates that match measured usage.
• Money set region by region. Income, spending and emissions follow the region a household lives in, so Bucharest earns nearly twice the Romanian average and its personas know it.
• Every number comes from official statistics, sourced directly and under licences that allow it.
• Provenance on every attribute. Where a country has no measured source for something, that attribute is left empty and marked. It is never borrowed from a neighbouring country.
• Greenland and Svalbard included.

Every region is checked against official statistics before release: how income is distributed, how much is spent and saved, what housing costs, who can be reached, and what is emitted.

A few things to know

Serbia, Montenegro, Kosovo and Northern Cyprus are not served yet. Daytime footfall is modelled, not counted at the door. Attitude profiles are not produced for children or for people living in institutions.