Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 


Helix Personas: the future of customer profiling in NZ

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.

• It presents data infographically in a web-based, visually engaging and user-friendly format, complete with ready-made profiles and maps.

• It is updated every month for up-to-the-minute accuracy and marketing opportunities.

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.”

ends

© Scoop Media

 
 
 
 
 
Business Headlines | Sci-Tech Headlines

 

Cosmetics & Pollution: Proposal To Ban Microbeads

Cosmetic products containing microbeads will be banned under a proposal announced by the Minister for the Environment today. Marine scientists have been advocating for a ban on the microplastics, which have been found to quickly enter waterways and harm marine life. More>>

ALSO:

NIWA: 2016 New Zealand’s Warmest Year On Record

Annual temperatures were above average (0.51°C to 1.20°C above the annual average) throughout the country, with very few locations observing near average temperatures (within 0.5°C of the annual average) or lower. The year 2016 was the warmest on record for New Zealand, based on NIWA’s seven-station series which begins in 1909. More>>

ALSO:

Farewell 2016: NZ Economy Flies Through 2016's Political Curveballs

Dec. 23 (BusinessDesk) - New Zealand's economy batted away some curly political curveballs of 2016 to end the year on a high note, with its twin planks of a booming construction sector and rampant tourism soon to be joined by a resurgent dairy industry. More>>

ALSO:


NZ Economy: More Growth Than Expected In 3rd Qtr

Dec. 22 (BusinessDesk) - New Zealand's economy grew at a faster pace than expected in the September quarter as a booming construction sector continued to underpin activity, spilling over into related building services, and was bolstered by tourism and transport ... More>>

  • NZ Govt - Solid growth for NZ despite fragile world economy
  • NZ Council of Trade Unions - Government needs to ensure economy raises living standards
  • KiwiRail Goes Deisel: Cans electric trains on partially electrified North Island trunkline

    Dec. 21 (BusinessDesk) – KiwiRail, the state-owned rail and freight operator, said a small fleet of electric trains on New Zealand’s North Island would be phased out over the next two years and replaced with diesel locomotives. More>>

  • KiwiRail - KiwiRail announces fleet decision on North Island line
  • Greens - Ditching electric trains massive step backwards
  • Labour - Bill English turns ‘Think Big’ into ‘Think Backwards’
  • First Union - Train drivers condemn KiwiRail’s return to “dirty diesel”
  • NZ First - KiwiRail Going Backwards for Xmas
  • NIWA: The Year's Top Science Findings

    Since 1972 NIWA has operated a Clean Air Monitoring Station at Baring Head, near Wellington... In June, Baring Head’s carbon dioxide readings officially passed 400 parts per million (ppm), a level last reached more than three million years ago. More>>

    ALSO:

    Get More From Scoop

     
     
     
     
     
     
     
     
    Business
    Search Scoop  
     
     
    Powered by Vodafone
    NZ independent news