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Qrious partners with Roy Morgan to drive greater insights

Media Release

11 February 2015

Qrious partners with Roy Morgan to drive greater information insights

Qrious, the information analytics-as-a-service business launched by Spark New Zealand in March 2014, has today announced a partnership with Roy Morgan Research including a number of firsts and exclusives for the New Zealand market.

The partnership will leverage the leading edge information analysis capability of Qrious and the Helix Personas segmentation tool developed by Roy Morgan Research, in order to deliver powerful, detailed and insightful customer and audience profiling.

Ed Hyde, Chief Executive of Qrious, said, “I’m hugely excited about the unique partnership we have formed between Qrious and Roy Morgan. It means we can match the powerful consumer profiling smarts of Helix Personas with other information sources to create richer and more valuable insights into the trends, needs and wants of different types of New Zealanders and the communities in which they live.

“As we know, the smart use of information is becoming increasingly important in this new digital age. This exclusive partnership to merge the Helix persona data with anonymised Mobile network information creates a highly differentiated proposition for the New Zealand market whilst allowing us to maintain a structured approach to privacy.”

John Ellenberger, Helix Program Manager, Roy Morgan Research, says “We are very excited to be working with Qrious in New Zealand. Enhancing Qrious’s extensive mobile data information with Roy Morgan’s Helix Personas and Single Source Survey data will provide a whole new perspective on New Zealand consumers.

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“This is particularly exciting in the areas of real time geo-location and profiling. Totally anonymous and privacy compliant, this solution will be able to identify the characteristics of residents in any geographic location at any point in time.

“For example, a shopping centre can understand the Helix Personas profile of visitors at 10am on Friday morning compared to 11am Saturday. The potential retail applications are mind boggling.”

There are a wide range of valuable use cases including visitation profiling of major events / retail areas, the segmentation of customer bases to assist with predictive/ proactive churn management through to the measurement of outdoor advertising.

Ed said, “We want to help businesses and organisations continue to improve the way their products and services meet their customer wants and needs. With the addition of Helix Personas, we can better understand different types of consumer segments and we can help organisations better serve the needs of different consumer types. The opportunities are endless.”


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