Tuesday, October 15th, 2013
This morning, Roy Morgan Research’s John Ellenberger presented the company’s ground-breaking new product, Helix Personas, at a special market briefing. Designed to provide accurate and detailed profiling of Australian consumers, Helix Personas marks a fresh approach to customer segmentation that will allow businesses to understand, target and communicate with their market more effectively than ever before.

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 does just this, building on Roy Morgan Research’s vast experience in collecting and analysing information about the Australian population: their consumption patterns, attitudes, values, aspirations, confidence levels and satisfaction with goods and services.


A multidimensional view of the Australian consumer

So how exactly does Helix Personas work?

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

Michele Levine, CEO, 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 database with Helix, businesses will gain unprecedented insights into their customers’ media consumption, brand preferences and purchase intentions. Armed with this knowledge, they can then target their marketing campaigns straight at the bull’s eye instead of an outer ring, so to speak.

“The name Helix is no coincidence, as it reflects the product’s ability to understand the DNA of Australian 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.”

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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.
Samantha Wilson
P: (03) 9224 5268
W: www.roymorgan.com


Helix Personas, marketing, segmentation, customer profiling, Roy Morgan Research




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