Focused on success and career and family, people in the Leading Lifestyles community are proud of their prosperity and achievements. They are big spenders and enjoy cultured living to the max

Socially aware, successful, career-focused and culturally diverse, Metrotechs are trend and tech focused. They are committed experience-seekers, willing to spend big on the best of city life and thrive on being out and about in the world.

Driven by dreams of a big future, Aspirationals are highly ambitious and culturally diverse up-and-comers. Careful spenders, they’re working hard today to create a more successful tomorrow.

Closest to the average New Zealander, life revolves around the home for these contented Kiwis who embrace traditional family life. Perennial home-improvers, they see their homes as an expression of their status and achievements.

Modest but contented, people in the Doing Fine community are happily making their way through life and value simple pleasures. Price sensitive and light spenders, they take a pragmatic approach to what they buy.

Struggling to make ends meet, looking for a better deal in life, making the best of things or simply pessimistic, cynical and likely to feel they get a raw deal out of life; the Fair Go community are lower income New Zealanders.