Helix Personas is a unique and powerful consumer segmentation and data integration tool. Helix Personas combines sophisticated psychographic and behavioural data to classify the New Zealand population into 51 Personas and 7 Communities using a combination of Roy Morgan Single Source data and third party data sources.
This information is used to understand future buying intentions and media consumption patterns that can be easily integrated with business and 3rd party datasets with location intelligence tools such as MapInfo Professional. This provides the ability to more efficiently plan and buy media against target audiences, optimise catchment areas and develop highly relevant, tailored marketing and consumer communication strategies across all forms of media; digital, direct, broadcast, print and ambient.
Helix Personas is different from other segmentations because it leverages a vast pool of sophisticated psychographical and behvioural data for classifying the communities, a significant difference when compared with other segmentation models.