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Helix Personas launches in Indonesia

Helix Personas is a geographically based psychographic segmentation.

Indonesia is an increasingly important market for Australian and New Zealand exporters. The country’s 250 million people are going through a social and economic transformation with a large middle class being established. Along with this are rising levels of affluence, higher demand for products and services and an increasingly well-educated and sophisticated consumer.

The challenge has always been understanding these consumers, where they live, what they buy and how to reach them. To address these challenges Roy Morgan Research has created Helix Personas for Indonesia.

Helix Personas is a geographically based psychographic segmentation.

Every one of the 77,000 villages/suburbs that make up the archipelago has been profiled and allocated a Helix Persona. Each Village/Suburb can now be targeted by Helix. This answers the where question.

As to what they buy consumer good marketers have two options:

  • Helix tag their existing customer database  based on where customers live to find out which Personas are buying which products, how often and at what value
  • Use the Roy Morgan Single Source Survey for Indonesia to find which Personas buy which products which provides a full market view including competitor products

Finally how to reach them is answered by using Helix media data to determine which forms of media are consumed/preferred by the target Persona groups.

“Helix for Indonesia is designed to help marketers unlock the country’s 250 million consumers and make it much easier and cost effective to plan, execute and then evaluate marketing campaigns” Helix Program Manager John Ellenberger said.

“The applications for Helix in Indonesia include store location and service provision, above and below the line marketing, campaign messaging, media buying and campaign measurement and ROI.”

Helix Personas segments Indonesian consumers into 42 Personas across six Communities. Indonesia is now the third country to be ‘Helixed’ after Australia and New Zealand, where marketers already use and benefit from its clear, usable insights into consumer values, behaviour, attitudes, media consumption and purchasing habits.

“Developing Helix for Indonesia was a challenge,” John said. “Indonesia is an extremely interesting and diverse country, from its Metrotechs sipping lattes in Jakarta to the Rural Strivers working on their small, family-owned farms in Provinces such as Jawa Tengah. Helix Indonesia integrates our own Indonesian Single Source Survey, as well as Census data from the BPS, into tried-and-tested segmentation frameworks and delivery platforms developed for Australia and New Zealand.”

Helix Indonesia is available from the Helix website, Each Community and Persona is profiled in the Overview sections, with more detailed data and mapping available to subscribing users.

 “One of the aims of developing Helix for Indonesia was to provide brand owners, agencies and media owners with a common, simple yet sophisticated way to plan, buy and evaluate media campaigns,“ John said.

“Helix gives these stakeholders a shared language and, because it is integrated with Single Source media data, can be used by Agencies to plan and buy media.”

With many successful partnerships in Australia and New Zealand, Helix is now working with digital partners in Indonesia so digital marketing campaigns to be executed.

“Our digital partner network offers marketers a way to apply Helix to digital campaigns and to track effectiveness through sales as well as metrics such as click through rates,” John said.

Helix Indonesia mapping is based on 77,000 Villages that cover the entire country. Maps showing the spatial distribution of the Personas are available as well as catchment tools for users to profile areas around stores and the determine sites for new stores. 

For comments or more information please contact:
Roy Morgan - Enquiries
Office: +61 (03) 9224 5309

About Roy Morgan

Roy Morgan is the largest independent Australian research company, with offices throughout Australia, as well as in Indonesia, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan has over 70 years’ experience in collecting objective, independent information on consumers.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate


25% or 75%

10% or 90%

5% or 95%