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Helix Personas

Predicting consumer behaviour

Helix Personas NZ

Predicting consumer behaviour

Helix Personas Indonesia

Predicting consumer behaviour

Live Mapping

Identify hotspots of consumer demand

Live Search

Discover and quantify potential audiences in just a few clicks

Premium

Meet the future shapers

Live Audiences

Search, activate and evaluate audiences in real-time

Includes:
Search
Activation
Evaluation

Helix Personas

Predicting consumer behaviour

Helix Personas uses deep psychographic insights, far beyond simple demographics, to segment consumers into targetable groups. The tool incorporates values, beliefs and attitudes which are the best predictors of consumer behaviour, so you can reach your customers most effectively with messages that resonate.

Watch a video to find out more about Helix Personas and how they can increase your return on investment.

Download the latest brochure and meet the next generation of Helix Personas.

Download the comprehensive Helix Personas booklet, including a summary of all personas and communities.

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Brand Owners

  • Turn your customer database into actionable Personas, understanding who and where your ideal customers are
  • Optimise your marketing spend by using the most effective messaging and media channels to reach the right customer
  • Grow your business by matching the right product with the right customer
  • Maximise your data by using Helix Personas to connect disparate data sets
  • Grow your customer base by finding new customers that ‘look like’ your best customers
  • Make data driven decisions on product development

Media Agencies

  • Understand the humans behind your client’s customer database
  • Translate client data into actionable Personas rather than simple demographics
  • Convert any Roy Morgan Single Source data into buyable audiences
  • Optimise creative, messaging and media plans nationally or at a local area level
  • Streamline audience buying across channels using Helix Personas as a common language

Media Owners

  • Gain a deep understanding of who and where your audiences are
  • Monetise your audience using a common language around human profiling
  • Quantify the value of your audience for advertisers across all industry verticals

Deep consumer profiling

Simply apply the Helix Personas code to your customer database to immediately unlock deep insights using the only psychographic segmentation tool available.

Interactive Mapping

Use the catchment analysis tool to pinpoint optimal locations for local area merchandising and marketing where your customers and prospects are most receptive.

Industry level data

Analyse Personas in detail with thousands of data points covering media preferences, lifestyles, values, attitudes and interests as well as industry specific data sets across finance, automotive, telecommunications, retail, FMCG and more.

Accessible

Get to know your Personas via a dedicated web portal, ASTEROID or purchase specific reports at our online store.

Actionable

Helix Persona audiences are available to buy across all media activation channels via our extensive partner network, including programmatic, premium display and video, eDM, mobile, outdoor and letterbox advertising.

How does it work?

Append the Helix Personas code to your customer database

Discover your customer’s media preferences, lifestyles, values, attitudes, interests and locations

Engage your customers and prospects precisely with messages that resonate

Evaluate the ROI of your marketing activity

Browse Helix Personas

100
Leading Lifestyles

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.

200
Metrotechs

Socially aware, successful, career focussed 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.

300
Aspirationals

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.

400
Hearth and Home

Closest to the average Australian, life revolves around the home for these contented Australians who embrace conventional family life. Perennial home improvers, they see their homes as an expression of their status and achievements.

500
Doing Fine

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.

600
Fair Go

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 Australians.

Success stories

  • Bank Australia drives growth with Helix Personas

    The challenge Bank Australia is a 100% customer owned bank focused on ethical, sustainable banking that makes a difference. They have over 125,000 customers, $4 billion in assets, 24 branches and 3,000+ ATMs. In 2015 they set a target – to become Australia’s leading customer owned responsible bank and have the predominant market share of the socially aware customer values segment, namely the Leading Lifestyles and Metrotech Helix Communities who represen…
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  • Using Helix Personas to inform business strategy in a new and challenging market

    Churches of Christ (COC) is one of the largest and most diverse not-for-profit organisations in Australia. Their key area of focus is Care Services, providing home and community care, retirement villages, residential aged care and integrated communities throughout Queensland and Victoria.

    The challenge The community care system in Australia is
    Read More
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Get Started with Helix Personas

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Our Other Products

Helix Personas Indonesia

Predicting consumer behaviour

Helix Personas NZ

Predicting consumer behaviour

Live Audience Evaluation

Measure the success of digital content and campaigns

Live Audience Activation

Reach and engage your target audience across our vast media partner network

Live Audience Search

Quantify target audiences quickly and easily

Live Mapping

Identify hotspots of consumer demand

Live Search

Discover and quantify potential audiences in just a few clicks

406 - Building Security
406
Building Security
576k people.2.3% of the nation.

Building Security is the most culturally diverse persona in the 400 Hearth and Home Community – half were born overseas, including a significant proportion from India and other parts of Asia (excluding China), as well as the Middle East. Among them you’ll find many young parents and young adults living with their parents, residing in the outer suburbs of Sydney and Melbourne.

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