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Roy Morgan Research and Critchlow partner to bring spatial analytics and Helix together in New Zealand

Roy Morgan Research has partnered in New Zealand with geomarketing specialist Critchlow to provide marketers and retailers with full end-to-end, local area consulting and services.

Helix Personas has identified and described the psychographic and behavioural profile of every household in the country. Just knowing an address means understanding its inhabitants.

Enriched by Helix, Critchlow’s location intelligence tools and online systems will now enable users to integrate their own customer data or third-party data sets to generate the most comprehensive view of the local market.

John Ellenberger, Helix Program Manager – Roy Morgan Research, says:

“We are excited to bring Helix to New Zealand with our partner Critchlow, whose skills and experience in local area marketing and spatial targeting will unlock the full value and power of Helix to New Zealand’s retailers.

“Helix Personas can profile retailers’ existing customers to reveal insights into their behaviours, attitudes, values and consumption patterns. Appropriate marketing strategies can then be formulated, from marketing communications and local area plans to store locations and product stock optimisation. We are very pleased to be working with Critchlow, one of New Zealand’s spatial analytics pioneers.”

Steve Critchlow, Managing Director – Critchlow Ltd says:

“Helix is unique in providing incredibly rich psychographic data that adds far more meaningful and actionable consumer insight than any purely demographic tool can offer. Geospatial solutions in the areas of branch network optimisation and local area marketing benefit from a richer understanding of the population in the areas.

“When this data is combined with clients’ own customer, product and transactional information and then presented in a geospatial way many underlying patterns and opportunities can be easily identified.

“We’re excited to be able to offer this capability to our clients. Adding Helix to the range of market leading solutions we offer ensures that our customers have access to the best-of-breed solutions that they have come to expect from us. Helix complements our existing range of geomarketing services and the partnership is expected to open new doors for us.”

Find out more about Helix Personas.

Helix integrates with existing customer data in three easy steps:


Helix Personas is a fresh approach to consumer segmentation, allowing businesses to identify, understand and communicate with Kiwis more effectively (and cost-effectively) than ever before.

Helix also offers significant benefits to retailers, particularly those that struggle with very little customer information to analyse. Retail network planners need to be constantly testing and profiling their networks to look for expansion or optimisation opportunities. Using Helix at a meshblock level provides significant advantages over Census data when analysing the relationships between store catchments and performance.

Once the catchment is understood based on the Personas being served within the area, Helix provides a bridge between the network planners and the marketing teams to allow the deployment of targeted, multi-channel communications.

For comments or more information please contact:
Roy Morgan - Enquiries

Office: +61 (03) 9224 5309

About Roy Morgan Research

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

Roy Morgan Research New Zealand

Roy Morgan Research was set up in New Zealand in the 1990s and has been collecting information across a wide range of industries in New Zealand ever since.  Roy Morgan currently has over 10 years of trended data on a geographically and demographically representative sample of over 12,000 New Zealanders aged 14+.