CONSUMER PROFILING – AUSTRALIA

New report reveals Roy Morgan is one of Australia’s leading data companies – with in-depth information on millions of Australians based on their Helix Personas

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Market Research Update – Page: Online : 20-Feb-24

Roy Morgan leads the way as one of Australia’s leading data companies. A special in-depth report into Australia’s leading data companies interviewed Roy Morgan CEO Michele Levine and Executive Chairman Gary Morgan about the role the company plays in compiling data and building profiles of different Australians. One of Roy Morgan’s key products is ‘Helix Personas’ which profiles people under headings such as "young and platinum", "smart money", "cautious conservatives", "fair go", "working hard" and nearly 50 other personas. For example, the "young and platinum" group love their mobile devices and are "always on the hunt for the shiny, new and cool" and "making the rent". Their income is around the $64,000 a year mark and they can often be found "living a conventional life centred around family". Roy Morgan CEO Michele Levine confirmed that the Helix Personas market segments are based on statistical information, not data from individual people. "It’s totally ethical. Unlike Facebook or any of these things, it’s not any particular individual", Roy Morgan’s chief executive Michele Levine, said.

CORPORATES
ROY MORGAN LIMITED

Roy Morgan partners with Mobilewalla to create Australia’s largest device-based engagement and data enrichment platform

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Original article by Roy Morgan
Market Research Update – Page: Online : 30-Oct-18

Thousands of Roy Morgan segments are now available across seven million Australian mobile devices to enable brand advertisers and media agencies to optimise the planning and buying of their next mobile campaign. Roy Morgan and Mobilewalla have announced a strategic partnership, leveraging Roy Morgan’s unique industry-based consumer segments together with Mobilewalla’s panel of more than seven million mobile devices in Australia, one million devices in New Zealand, and 20 million devices in Indonesia. These mobile devices can be engaged not only based on the location of the device, but also using thousands of Roy Morgan segments such as Helix Personas. Engagement is available through a wide range of DSPs including Google DBM, the Trade Desk, and the Adobe network. The platform can also be used to append the Roy Morgan customer segments and mobile-based behavioural data to clients’ own mobile device pools, effectively enriching their own device data. These devices can then be served advertising based upon time and location.

CORPORATES
ROY MORGAN LIMITED, MOBILEWALLA

The next generation of Helix Personas has arrived!

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Original article by Roy Morgan
Market Research Update – Page: Online : 28-Sep-18

Roy Morgan has launched the next generation of its world-class psychographic customer segmentation and data integration tool, Helix Personas, offering clients the most powerful way yet to boost their marketing return-on-investment. The next generation of Helix Personas reveals the story of every Australian at an intimate, granular level and divides Australians into 54 unique mindsets, or "Personas", grouped into six communities. Based on thousands of psychographic and behavioural data points, Helix Personas is the world’s only psychographic segmentation and data integration platform that provides the building blocks capable of binding disparate data sets together – helping clients unlock why people buy and what they will buy next. Psychographics are important as they explain "why" a consumer buys whereas demographics explain "who" the consumer is.

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ROY MORGAN LIMITED

Shopper Media Group launches smarter audience targeting with integration of Roy Morgan Helix Personas

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Original article by Roy Morgan
Market Research Update – Page: Online : 29-Mar-18

Shopper Media Group, Australia’s fastest-growing retail digital out-of-home business, has announced a partnership with Roy Morgan and Helix Personas that will allow brands the most efficient audience targeting across Shopper Media Group’s shopping communities. Shopper Media Group CEO Ben Walker, says the new partnership will equip Shopper Media Group with the capabilities to offer media agencies and marketers more effective and targeted media buys and will allow our shopping centre partners to better customise their marketing communication based on a better understanding of their local shopping audience catchment. Roy Morgan Helix Personas is a unique and powerful consumer segmentation methodology that combines sophisticated psychographic and behavioural data to classify the Australian population into 56 Personas and 7 Communities. This allows Shopper Media Group to understand in depth the types of personas and communities that shop in their centres.

CORPORATES
ROY MORGAN LIMITED, SHOPPER MEDIA GROUP PTY LTD

Sensis Data Solutions partners with Roy Morgan Helix Personas

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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.

CORPORATES
ROY MORGAN LIMITED, SENSIS DATA SOLUTIONS

New partnership delivers powerful understanding of customers

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 18-Aug-17

Roy Morgan Research has announced a partnership with Melbourne-based Lexer. Analysing real-time data from social and public sources, Lexer creates rich profiles of a brand’s customers and prospects. When integrated with Roy Morgan’s Helix Personas, the enriched customer profiling enables clients to reach beyond their current CRM to discover what matters most to their audience – live. Roy Morgan’s Chief Digital Officer, Howard Seccombe, says the company’s clients use Helix Personas every day to inform their strategies, marketing campaigns and product development, and it was obvious that Roy Morgan needed to find a way of connecting Helix Personas with real-time human data to provide context and structure around the Personas who generate, engage and follow in these conversations.

CORPORATES
ROY MORGAN RESEARCH LIMITED, LEXER

Battlers and retirees are more likely to have NBN than well-off homes and inner city Metrotechs

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 28-Apr-17

A Roy Morgan Single Source survey has found that 67 per cent of Australian homes had fixed internet in the six months to February 2017. Some 14 per cent of homes were connected to the NBN, while 53 per cent had a non-NBN fixed home broadband connection. Analysis using Roy Morgan’s Helix Personas shows that homes in the "Leading Lifestyles" Community are the most likely to have a fixed internet connection, but the least likely to be on the NBN: 75 per cent have fixed broadband overall, but only nine per cent have the NBN, as it has not yet arrived in many established inner metropolitan suburbs. Likewise, only 12 per cent of "Metrotechs" living mostly in gentrified inner city hotspots are on the NBN, while 59 per cent have regular fixed broadband. Meanwhile, 18 per cent of "Battlers" have the NBN, while 39 per cent have regular fixed broadband.

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ROY MORGAN RESEARCH LIMITED

Australia’s most popular travel agents and the holiday-goers more (or less) likely to use them

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 24-Aug-16

A Roy Morgan Single Source survey has found that just over 13.7 million Australians aged 14+ took at least one holiday in the year to June 2016. Some 7.3 million (52.8 per cent) reported using a travel agent or tour operator for at least one of the trips they took – more than double the number (3.2 million) that did not use one at all. The survey also shows that 12.6 per cent of Australian holiday-goers used Flight Centre for at least one trip, ahead of online accommodation service Booking.com (11.4 per cent), Wotif.com (6.8 per cent), Webjet (6.1 per cent) and Airbnb (5.5 per cent). Analysis using Roy Morgan Research’s Helix Personas consumer profiling tool shows that members of the Social Flyers community are most likely to have booked their holiday via Flight Centre (22.5 per cent), while Rural Traditionalists (4.0 per cent) are least likely to have used Flight Centre.

CORPORATES
ROY MORGAN RESEARCH LIMITED, FLIGHT CENTRE TRAVEL GROUP LIMITED – ASX FLT, BOOKING.COM (AUSTRALIA) PTY LTD, WOTIF.COM HOLDINGS LIMITED, WEBJET LIMITED – ASX WEB, AIRBNB AUSTRALIA PTY LTD

Roy Morgan releases new ‘political’ audience segments for advertisers and media agencies to reach Undecided and Swinging Voters

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 13-May-16

Roy Morgan Research has announced the launch of a collection of ‘political’ audience segments for use by Australia’s advertisers and media agencies in the lead-up to the Federal Election. The audience segments are available through Roy Morgan’s network of media and data partners across programmatic, premium digital display/video advertising, mobile advertising, email, direct and unaddressed mail. The new audience segments enable advertisers such as political parties and others to precisely target audiences made up of undecided and swinging voters to those concerned with issues such as health, education, the environment, tax, defence, rural and regional issues, unemployment, improving business conditions, crime, workplace and immigration. The segments are available now on Yahoo!7 and Facebook via Acxiom in addition to Eyeota, Near, Mi9, Big Mobile and Greater Data.

CORPORATES
ROY MORGAN RESEARCH LIMITED, YAHOO!7 COMMUNICATIONS AUSTRALIA PTY LTD, FACEBOOK INCORPORATED, ACXIOM AUSTRALIA PTY LTD, EYEOTA AUSTRALIA PTY LTD, NEAR, MI9, BIG MOBILE PTY LTD, GREATER DATA

Queensland shopping centres: a Helix Personas perspective

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 9-May-16

A Roy Morgan Single Source survey has found that 3.6 million Australians aged 14+ buy something at a Queensland shopping centre in an average four weeks. The survey, which was carried out in the year to December 2015, also shows that Westfield Chermside is the state’s busiest shopping centre, with 318,000 shoppers buying something in an average four-week period. This is followed by Westfield Garden City (288,000) and Westfield Carindale (257,000). Analysis using Roy Morgan Research’s Helix Personas consumer profiling tool shows that four of Queensland’s 10 busiest shopping centres are most likely to be frequented by members of the hard-working Aussie Achievers community, while three shopping centres are most likely to be frequented by the Metrotechs community.

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ROY MORGAN RESEARCH LIMITED