Everyone is unique, but we have plenty of things in common with each other too. Roy Morgan Research has identified 51 distinct personas across seven broad communities—and pinpointed where they all live to make a complete map of which regions, cities, towns, suburbs (and even streets) are home to just which sorts of people.
Type any New Zealand address the new Helix Personas website to get a snapshot of the sort of person likely living there. The address can be your own, or that of a friend or relative, a place you’re thinking of buying and moving into—or maybe even a love interest.
You do not need to sign up or provide any personal information to use this look-up tool or browse the full range of Personas.
Helix Personas is based on information collected from surveys with Kiwis covering things like household status and life stage, income, personal values, attitudes and behaviours.
- Who do you want as neighbours? Real ‘Humanitarians’ or people for whom ‘Status Matters’?
- Are you ‘New School Cool’ in Auckland’s Ponsonby or a ‘Savvy Self-Starter’ in Mount Eden?
- A ‘Domestic Juggler’ in Christchurch’s Hoon Hay or a ‘Career & Kids’ down the road in Cashmere?
- ‘Making Ends Meet’ in suburban Dunedin or enjoying ‘Financial Freedom’ overlooking Wellington Harbour?
- And where does the ‘Average Kiwi’ really live?
For comments or more information please contact:
Pip Elliott, General Manager, Roy Morgan Research NZ
Telephone: +64 (9) 912 7032
Mobile: +64 (0)21 444 506
Email: [email protected]
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.
P: 03 9224 5332