New TRA Framework Splits 'Aussie Minds' Six Ways

Consumer insights firm The Research Agency (TRA) has launched a new proprietary framework called 'Aussie Minds,' designed to help marketers understand the motivations and values of Australian consumers.

The new framework is grounded in moral psychology and values research, and aims to give clients a more practical way of understanding what really drives Australian consumers, beyond age, gender and postcode. The tool was developed through ongoing quantitative research involving more than 3,000 people in the country, supported by qual interviews and online discussion boards.

Aussie Minds identifies six 'Australian MindSets' that influence how people think, what they value and who they trust: The Keepers; The Chasers; The Mavericks; The Nesters; The Anchors; and The Strategists.

Terri Hall, who is the NZ-founded company's Managing Partner for Australia, says the launch is a response to a growing challenge for marketers, with traditional audience segmentation becoming less effective as the market continues to fragment. 'Australia isn't one audience. Two people can share the same demographic profile but have completely different motivations, values and expectations of brands. Demographics remain important, but they don't explain why people make decisions, what they trust or how they respond to messaging.'

Aussie Minds is intended to complement existing segmentation approaches, and is underpinned by data spanning media habits, category behaviour, trust, cultural perspectives and preferences, and brand expectations.

A report with guidance for brands is available at www.theresearchagency.com/aussie-minds .