Enhance customer analytics, make more informed decisions and build stronger customer engagement.
Used in applications like audience targeting, strategic planning, understanding consumer behaviour, regional profiling and data enhancement.
The data is built using a multi-layered proprietary process to combine updated Census data with rich thematic information from market research surveys and Government microdata.
Our consumer data is available through RDA’s geoTribes Explorer Solution, Living Insights and Quick Append portals, as well as through media affiliates and as licensed databases.
geoTribes Segments & Dimensions
geoTribes segmentation is based on a sophisticated spatial model that combines national census and public microdata and is updated regularly for population changes. Using these non-PII sources, we extract two key drivers of consumer purchasing behaviour, media consumption and psychology, being socioeconomic status (SES) and lifecycle stage. Each of the 15 geoTribes Segments has a unique position within the socioeconomic status and lifecycle stage space and with each tribe the people tend to have similar personal narratives, attitudes and preferences – likes, dislikes, aspirational figures and compulsions to purchase ‘must have’ products and brands. While individuals inevitably vary on personal dimensions, their similarities on these shared traits makes geoTribes a uniquely powerful sociodemographic segmentation framework.
geoSmart Segments
geoSmart is a proven and powerful segmentation that assigns all Australian consumers and household to one of 56 segments within 11 groups. geoSmart has been built to maximize differences in socioeconomic status, wallet size, spending patterns, family mix, media consumption, behavioural response and multicultural influences.
Consumer Demographics
Consumer Demographics data provides a comprehensive set of indicators for the population, such as Income, Family Structure, Ancestry, Country of Birth, Employment and Education. Constructed at the level of SA1 + Dwelling Type + Age Band + Gender using RDA’s proprietary synthetic population and updated using population growth and migration statistics, this data can be used for a wide variety of database targeting and planning applications like Population Benchmarking, Cluster Analysis and Predictive Analytics.
Household Economics
This data set is constructed at the level of SA1 + Dwelling Type + Age Band + Gender using RDA’s proprietary Synthetic Population and updated using population growth and migration statistics and is suitable for a wide variety of database targeting and planning applications. It consists of household estimates for Income, Assets, Liabilities and other Financial Indicators, giving an extensive snapshot of the overall financial health of households. It is built using RDA’s proprietary methodology and the Australian Bureau of Statistics’ Survey of Income and Housing.
Human Motivations & Sustainability
This data set is suitable for a wide variety of database targeting and planning applications and is constructed at the level of SA1 + Dwelling Type + Age Band + Gender using RDA's proprietary Synthetic Population and updated using population growth & migration statistics. It consists of 450+ measures across Personal Values, Motivational Mindsets, Media Consumption, Lifestyle Interests, LOHAS Behaviours, Community Support Needs, as well as Buying Behaviours, Sporting Interests and Personal Profiles relating to optimism, outlook, health status and defining demographics.
The data is sourced from the geoTribes Human Motivations and Sustainability Survey, based on a sample of 5,000 Australian respondents 18+ years of age, conducted in September-November 2024. The Personal Values are based on the Schwartz's refined theory of individual values and were factor-analysed (along with other measures) to produce the 38 Motivational Mindsets.
