Wednesday, July 23rd, 2014 - Roy Morgan Research

Roy Morgan Research has today launched Helix Personas to the New Zealand market at a special business briefing session in Auckland.

Already heralded as a game-changer in Australia, Helix Personas is a new breed of segmentation tool that delivers the most detailed, accurate and usable customer and audience profiling available.

Helix Personas is a fresh approach to consumer segmentation, allowing businesses to identify, understand and communicate with Kiwis more effectively (and cost-effectively) than ever before.

So how exactly does it work?

Helix Personas is a detailed psychographic and behavioural segmentation of the population, drilling down to every household in the country and enabling simple integration with customer and third-party data sets by street address.

In short, input an address and Helix Personas will tell you who lives there: their likely age and income range, household status, purchasing habits and intentions, preferred media and brands, their interests and hobbies, what they care about, and how they see themselves and the world.

In a world flooded with big data from customer transactions, social media, scan data and web traffic, the ability to integrate and make sense of all these disparate data sets is essential. Helix Personas does just this, giving data a recognisable human face through 51 distinct Personas across seven Communities.

The tool builds on Roy Morgan Research’s vast experience in collecting and analysing information about the New Zealand population: their consumption patterns, lifestyle, attitudes, values, aspirations, confidence levels and satisfaction with goods and services.

A multidimensional view of the Kiwi consumer

  • Helix Personas greatly amplifies targeting opportunities for both advertisers and media publishers.
  • It presents data infographically in a web-based, visually engaging and user-friendly format, complete with ready-made profiles and maps.
  • It is updated every month for up-to-the-minute accuracy and marketing opportunities.

Howard Seccombe, Head of Business Development – Roy Morgan Research, says:

“From media planning to sales and product development, Helix Personas can be used in many different ways. By integrating their existing databases with Helix, businesses will gain unprecedented insights into their customers’ media consumption, brand preferences and purchase intentions. Armed with this knowledge, they can then focus their marketing campaigns straight at the bullseye instead of taking an expensive scattergun approach.

“The name Helix reflects the product’s ability to understand the DNA of New Zealand’s consumers. Over the last few weeks, as we’ve demonstrated Helix Personas to some of our clients, a number have remarked that it’s like the ‘eHarmony of big data’: a unique, powerful way to link data sets together at a deep, psychographic and behavioural level.”

Find out more about Helix Personas.

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]

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


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