Original article by Roy Morgan
Market Research Update – Page: Online : 26-Feb-18
Sensis Data Solutions, providing data validation services to thousands of Australian businesses, has partnered with Roy Morgan for Helix Personas to enhance and enrich clients’ data. Helix Personas uses deep psychographic insights, far beyond simple demographics, to segment the Australian population into seven communities and 56 distinct personas. The tool incorporates proven drivers and predictors of future behaviour – consumer’s values, beliefs and attitudes, so marketers can reach their customers most effectively with messages that resonate. Helix Personas also provides rich insight into media habits, so marketers can choose the most appropriate channel of communication. Other applications include look-a-like targeting, store and branch optimisation, local area marketing and merchandising. By overlaying Sensis Data Solutions’ existing demographic information with Helix Personas’ psychographic information, clients are given a far more comprehensive view of their database, allowing them to develop a much deeper understanding of who their customers are, create precisely targeted marketing campaigns, optimise marketing spend by using the most effective messaging and media channels and grow their customer base by finding new customers that "look like" their best customers.
ROY MORGAN LIMITED, SENSIS DATA SOLUTIONS