Sunday, September 8th, 2013 - Roy Morgan Research

From 6 pm tonight TEN's 'Project' team, together with Hugh Riminton, will be providing the most in-depth, yet entertaining, coverage of the Election results as they come in. The Election Project has exclusive access the Australia's most advanced consumer profiling tool, Helix Personas, to provide a richer, deeper, more detailed and insightful picture of the people in the Electorates that matter most.

From 6 pm tonight TEN's 'Project' team, together with Hugh Riminton, will be providing the most in-depth, yet entertaining, coverage of the Election results as they come in.

The Election Project has exclusive access the Australia's most advanced consumer profiling tool, Helix Personas, to provide a richer, deeper, more detailed and insightful picture of the people in the Electorates that matter most.

Helix Personas has been a developed by a team of analytics and research professionals, leveraging Roy Morgan's 70 years of experience in understanding consumers.

We've been gathering detailed accurate information on Australians since 1941 and now, after conducting millions of interviews with Australians, to create the most comprehensive compendium of Australian society and psychology in all its diversity.

People’s attitudes, beliefs, values and behaviour today are so much more diverse, more granular than ever before – averages are becoming less and less meaningful.

All that rich information collected over the years by Roy Morgan has been integrated, analysed and interpreted to create an incredibly powerful profiling tool ‘Helix Personas’ that provides insights into the different Communities and Personas across Australia.

Of particular relevance today are the differences that define the 150 electorates that will collectively decide the outcome of the today's election.

Helix Personas is a classification for each type of Australian and the communities of which they are a part. It provides a multi-dimensional view of people that reaches far beyond geodemographic modelling to incorporate attitudes, values and behavioural aspects to provide psychographic insights and understanding on a grand scale.

Helix Personas are available from Roy Morgan research at www.helixpersonas.com.au

View the full release here

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Roy Morgan Research


Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332
W: www.roymorgan.com

Keywords

election results, election coverage, Australian election, Tony Abbott, Kevin Rudd

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