Helix Personas: the future of customer profiling in NZ
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.
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• It presents data infographically in a web-based, visually engaging and user-friendly format, complete with
ready-made profiles and maps.
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• It is updated every month for up-to-the-minute accuracy and marketing opportunities.
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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.”
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