Roy Morgan and Qrious Link to Understand New Zealanders

Roy Morgan Research has partnered with big data insights specialist Qrious to offer clients an in-depth understanding of the trends, needs and wants of New Zealanders, and the communities in which they live.

Through the deal, Qrious' information analysis capability will be combined with Roy Morgan Research's Helix Personas segmentation tool, which merges psychographic and behavioural data to classify populations and understand buying intentions and media consumption patterns. The firms say this will enable Qrious to profile population types for any geographic location in New Zealand, and help banks retailers, event managers, tourism companies, advertisers and local government to understand the characteristics of visitors to their establishments.

John Ellenberger, Roy Morgan Research's Helix Program Manager, says the resulting solution will be able to identify the characteristics of residents 'in any geographic location at any point in time'. For example, 'a shopping centre can understand the Helix Personas profile of visitors at 10am on Friday morning compared to 11am Saturday. The potential retail applications are mind boggling.'

Qrious CEO Ed Hyde says the tie-in will enable his firm to help clients better understand different consumer segments in order to serve the needs of different consumer types.

Web sites: www.roymorgan.com and www.qrious.co.nz .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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