Roy Morgan Research
July 17, 2023

Ethical targeting: Next generation Helix Personas has arrived!

Topic: Press Release
Finding No: 9263
RMR Logo

Roy Morgan has launched the next generation of the world’s only psychographic consumer segmentation and data integration platform, Helix Personas, offering clients the most powerful way yet to understand what drives their customers and boost their marketing return-on-investment.  

Helix Personas uses deep psychographic insights, far beyond simple demographics, to segment consumers into targetable audiences. It incorporates values, beliefs and attitudes - which are the best predictors of consumer behaviour - so clients can reach their customers and prospects most effectively, with messages that resonate.

Helix Personas classifies the Australians population into 54 unique mindsets, or ‘Personas’, that are grouped into six communities (see chart below). Helix Personas is the ‘connective tissue’ that makes sense of, enriches, and integrates disparate datasets.

Clients can discover who they are talking to and the right way to talk to them. This ensures that their marketing and communications strategy is relevant and resonates, and therefore more likely to change behaviour and drive engagement. Much of consumer behaviour – including why consumer buy and choose particular brands – is driven by their core values, such as the need for control, the need for belonging, the need for recognition or status and the need for connection or security. Understanding these core drivers and speaking directly to them offers a powerful way to cut through the clutter to develop meaningful connections that persuade consumers around to your way of thinking.

View the Next Generation Helix Personas video:

Howard Seccombe, Chief Digital Officer, Roy Morgan, commented: 

Block Quote

“Helix Personas unlocks why people buy and what they’ll buy next. Our clients are using it in dozens of unique and powerful ways to drive profitable and sustainable business outcomes. From understanding their target audience and how to communicate with them, to who their most profitable customers are and where to find more of them, Helix Personas has become a critical tool in their strategy planning, marketing and sales toolkits.”

Ed Coper, Changemaker, Populares, the strategists behind the successful Teals campaign, commented:

Block Quote

“In 2023 audience values are king. Helix Personas allows us to give our clients a much richer picture of what their audiences care about and how to move them. Customers that connect on values are much more likely to engage deeply with a brand for the long term.”

James McDonald, Director, Audience Group, said of Helix Persona’s ethical targeting power:

Block Quote

“Targeting in a privacy compliant way is becoming increasingly difficult. Helix Personas allows us to use the rich insights of our client’s first party data to better target their advertising investment without having to expose any Personal Identifiable Information (PII). Helix Personas allows us to define category buyers without the need for third party data. Beyond its use as a segmentation and creative tool it is also a wonderful media targeting tool.”

Alison Ray, General Manager, Town Square, said that going deep on customer needs and values is core to their business, and tools which help this are invaluable:

Block Quote

“We work in categories of considered, emotional purchase. To motivate our customers, we need to know much more than purely demographics. Helix Personas helps us get into the what, why and how, and allow us to create user profiles and journeys based on fulsome psychographics, that impact everything from product development through to marketing.”

Nathan Crook, VP Marketing, Asia Pacific, Ticketmaster, said they needed a scalable insights platform that could deliver deep audience data:

Block Quote

“At Ticketmaster, we were faced with a significant challenge: to deliver comprehensive audience insights to a wide range of clients and events. To address this challenge, Ticketmaster turned to Roy Morgan’s Helix Personas, which offered the necessary tools and capabilities to generate valuable insights. By leveraging Roy Morgan’s platform, we gained the ability to extract rich audience data and analyse it in depth…to understand the behaviour of attendees across our vast client base. My marketing team was able to deliver tailored reports to each client, addressing their specific needs and enhancing their understanding of their target audience”.

The fully updated Helix Personas platform is available now and offers a suite of geo-spatial, data-integration media planning and communication tools to help clients target the right consumers with more precision – and therefore more cost effectively - than ever before.

To learn more about Roy Morgan’s Helix Personas, please visit or call (+61) (3) 9629 6888 or email

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
40% – 60% 25% or 75% 10% or 90% 5% or 95%
1,000 ±3.0 ±2.7 ±1.9 ±1.3
5,000 ±1.4 ±1.2 ±0.8 ±0.6
7,500 ±1.1 ±1.0 ±0.7 ±0.5
10,000 ±1.0 ±0.9 ±0.6 ±0.4
20,000 ±0.7 ±0.6 ±0.4 ±0.3
50,000 ±0.4 ±0.4 ±0.3 ±0.2

Related Findings

Back to topBack To Top Arrow