Friday, January 29th, 2016

Indonesia is an increasingly important market for Australian and New Zealand exporters. The country’s 250 million people are going through a social and economic transformation with a large middle class being established. Along with this are rising levels of affluence, higher demand for products and services and an increasingly well-educated and sophisticated consumer.

The challenge has always been understanding these consumers, where they live, what they buy and how to reach them. To address these challenges Roy Morgan Research has created Helix Personas for Indonesia.

Helix Personas is a geographically based psychographic segmentation.

Every one of the 77,000 villages/suburbs that make up the archipelago has been profiled and allocated a Helix Persona. Each Village/Suburb can now be targeted by Helix. This answers the where question.

As to what they buy consumer good marketers have two options:

  • Helix tag their existing customer database  based on where customers live to find out which Personas are buying which products, how often and at what value
  • Use the Roy Morgan Single Source Survey for Indonesia to find which Personas buy which products which provides a full market view including competitor products

Finally how to reach them is answered by using Helix media data to determine which forms of media are consumed/preferred by the target Persona groups.

“Helix for Indonesia is designed to help marketers unlock the country’s 250 million consumers and make it much easier and cost effective to plan, execute and then evaluate marketing campaigns” Helix Program Manager John Ellenberger said.

“The applications for Helix in Indonesia include store location and service provision, above and below the line marketing, campaign messaging, media buying and campaign measurement and ROI.”

Helix Personas segments Indonesian consumers into 42 Personas across six Communities. Indonesia is now the third country to be ‘Helixed’ after Australia and New Zealand, where marketers already use and benefit from its clear, usable insights into consumer values, behaviour, attitudes, media consumption and purchasing habits.

“Developing Helix for Indonesia was a challenge,” John said. “Indonesia is an extremely interesting and diverse country, from its Metrotechs sipping lattes in Jakarta to the Rural Strivers working on their small, family-owned farms in Provinces such as Jawa Tengah. Helix Indonesia integrates our own Indonesian Single Source Survey, as well as Census data from the BPS, into tried-and-tested segmentation frameworks and delivery platforms developed for Australia and New Zealand.”

Helix Indonesia is available from the Helix website, Each Community and Persona is profiled in the Overview sections, with more detailed data and mapping available to subscribing users.

 “One of the aims of developing Helix for Indonesia was to provide brand owners, agencies and media owners with a common, simple yet sophisticated way to plan, buy and evaluate media campaigns,“ John said.

“Helix gives these stakeholders a shared language and, because it is integrated with Single Source media data, can be used by Agencies to plan and buy media.”

With many successful partnerships in Australia and New Zealand, Helix is now working with digital partners in Indonesia so digital marketing campaigns to be executed.

“Our digital partner network offers marketers a way to apply Helix to digital campaigns and to track effectiveness through sales as well as metrics such as click through rates,” John said.

Helix Indonesia mapping is based on 77,000 Villages that cover the entire country. Maps showing the spatial distribution of the Personas are available as well as catchment tools for users to profile areas around stores and the determine sites for new stores. 

For comments or more information please contact:
Vaishali Nagaratnam
Office: (+61) (03) 9224 5309
[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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