Wednesday, April 9th, 2014 - Roy Morgan Research

Roy Morgan Research has partnered with Mi9’s new specialised data services venture Tipstone to transform online account data into life-sized consumer profiles for marketers.

The data partnership will see Roy Morgan’s revolutionary profiling tool Helix Personas form the backbone of Tipstone’s data segmentation and analytical services for Australian businesses.  

Helix Personas has segmented and mapped Australian consumers into 56 Personas across seven Communities, giving marketers precise and efficient insights into their target audiences.

Integrating Helix Personas with its rich online data set will enable Tipstone to connect the dots between digital account activity and the real-world behaviours, attitudes and lifestyles of Australian consumers. Once aggregated and anonymised, the segmented data will give a newfound ability to identify, recognise and communicate with website visitors and app users. 

From today, media buying agencies and brand owners can now segment their own customers by Helix Persona audience segments, identify target groups and development communications strategies, and then buy online media that will reach these people. It is an end-to-end solution that maximises clients’ own data to connect with the Tipstone online audience.

The non-exclusive partnership builds on Roy Morgan’s commitment to pioneering new applications for its real-world consumer intelligence in the digital universe.   

Tim Martin, General Manager – Media, Roy Morgan Research, says:

“We’re very excited to work with Tipstone as we continue to work toward fulfilling the full potential of Helix Personas.

“As the most sophisticated, data-driven media owner in Australia, Mi9 has been quick to recognise the capability and value of Helix Personas to give depth to big data.  

“Roy Morgan has long has the best, most accurate, wide-ranging and useful consumer data in the market. As a portable segmentation tool that simply overlays and magnifies a client’s basic data set, Helix Personas is a natural and logical fit for the digital space, and offers an array of collaborative opportunities.

“We look forward to working with other media owners who wish to offer their advertisers this unparalleled audience segmentation tool.” 

Contact Profile

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

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