geoTribes Segments
Available for
AUS
USA
GBR
CAN
NZL
AUS
USA
GBR
CAN
NZL
Fifteen person-level segments that give research, customer analytics, media and AI one shared view of the consumer.
AUS
USA
GBR
CAN
NZL
Fifteen person-level segments that give research, customer analytics, media and AI one shared view of the consumer.
The segments
Mapped by lifecycle stage and socioeconomic status.
Click a segment to see more detail.
What sets them apart
While traditional geodemographic schemes cluster areas and households, geoTribes classifies people, retaining the decision-making drivers that person-level analysis needs.
Operational simplicity and faster team adoption, without segments too small for practical reach in the Australian market.
A 25-year-old son and a 55-year-old mother in the same household fall into different segments, so their needs, motivations and purchase behaviours are not averaged together.
Defined by lifecycle stage and socioeconomic status, not by ancestry, religion, language or country of birth. Cultural background is profiled within each segment but plays no part in segment membership.
Derived from RDA's Proprietary Population Model rather than from individual records, and fitted to your databases with a sophisticated probability algorithm. No Personal Information is used to build the segments, which reduces privacy risk.
Person-level segments, each profiled by gender, give an LLM a defined consumer type to simulate, and geoTribes Intelligence brings them into Claude or ChatGPT as synthetic personas.
Revised by RDA to reflect changes in Australia's population on an annual basis.
Human Insights Data
Because the geoTribes segmentation classifies people, not areas or households, each segment describes a recognisable kind of person at a particular life stage and level of means. That makes it possible to profile each segment, by gender, on the factors that drive that person's choices. In Human Insights Data, these factors are organised in five layers — Sociodemographics, Capacity, Motivations, Behaviour, and Outlook & Intentions — anchored in sociodemographics, with motivations based on the Schwartz values framework measured in our Human Insights survey. Behaviour and future intentions build on these, forming a holistic model of the drivers of consumer choice. This model provides the purpose-built consumer context for creating grounded synthetic personas.
Buying behavioursBuying behaviour measures, including buying drivers and intentions, from the Human Motivations & Sustainability Survey. · Personal profilesPersonal profile measures relating to optimism, outlook, health status and defining demographics.
Lifestyle interestsLifestyle interest measures from the Human Motivations & Sustainability Survey. · Media consumptionMedia consumption measures, including media exposure and social media, from the Human Motivations & Sustainability Survey. · Sustainability attitudes & behaviourSustainability attitudes and behaviour measures from the Human Motivations & Sustainability Survey. · LOHAS behavioursLOHAS (Lifestyles of Health and Sustainability) behavioural measures from the Human Motivations & Sustainability Survey. · Sporting interestsSporting interest measures from the Human Motivations & Sustainability Survey.
Motivational mindsets47 motivational mindsets, factor-analysed from personal values and related measures in the Human Motivations & Sustainability Survey. · Personal valuesPersonal values based on Schwartz's refined theory of individual values, from the Human Motivations & Sustainability Survey.
Household economicsHousehold estimates of income, assets, liabilities and other financial indicators — a snapshot of household financial health, built with the ABS Survey of Income and Housing. · Sources of anxietyMeasures of consumers' sources of anxiety, from the Human Motivations & Sustainability Survey. · Health and wellbeingHealth and wellbeing measures based on the National Health Survey (NHS).
Consumer demographicsPopulation indicators such as income, family structure, ancestry, country of birth, employment and education — built on RDA's Proprietary Population Model and updated with population growth and migration statistics. · Cultural diversityProfiles cultural composition across ancestry, religious affiliation, language spoken at home and country of birth. · Personal profilesPersonal profile measures relating to optimism, outlook, health status and defining demographics.
Human Insights Data is produced by fusing our Human Insights survey data with RDA's Proprietary Population Model, which is updated annually.
Accessing geoTribes Segments
Multiple access points deliver the same segments to CRM, research, geospatial planning, media and AI analytics, so knowledge from each can be integrated on one framework.
Quick lookups that show the geoTribes composition of postcodes in Australia, the USA, the UK, Canada and New Zealand.
Location intelligence with visual mapping and geospatial analysis.
Drag-and-drop enrichment for surveys and small databases, with AI-ready profiling reports and a guide to using the segments in Claude, ChatGPT or another LLM.
Enterprise-scale enrichment through the Living Insights Portal, via secure web, API and SFTP, or the Snowflake Service, which appends segments in real time with no exposure of Personal Information.
Lookup tables for appending geoTribes Segments to datasets that cannot be released externally, such as bank and loyalty transaction data.
A retrieval-only MCP connection that brings the segments into Claude or ChatGPT, for synthetic personas and buyer simulations.
How they are used
geoTribes Segments are used by insights managers, strategic planners and customer analysts in mid-to-large corporations and their agencies, especially in industries with limited customer transaction data or a need to integrate insights across sources. Used across these applications, the segments become a knowledge integration framework for connecting what you learn from research, customer data and media.
In Research and AI
Quick Append attaches segment codes to survey responses after fieldwork, from four tagging fields: suburb, postcode, address type and five-year age band. The codes link responses to segment profiles of about 325 measures, so AI analysis works from these rather than general assumptions.
With the segments appended across your research, customer and media touchpoints, you can use them as a knowledge integration framework: AI analytics can draw on every source through one set of segments.
In Data and Analytics
Enrich databases to reveal behavioural patterns, model churn risk and find cross-sell opportunities, and track website engagement by segment.
Append the segments anonymously, with no Personal Information, to research, transaction, market intelligence and geographic data, so separate sources can be compared segment by segment.
In Markets and Media
Map segment concentrations from national to postcode level to find high-potential markets, site stores and understand local markets.
Target audiences that share the segment profiles of your best customers, across digital, social and out-of-home (OOH).
Enterprise customised segments
Enterprises that want a segmentation built around their own business can take the geoTribes Framework further with a strategic customer segmentation. It is built either by grouping the 15 standard segments or, in a more advanced process, by clustering your survey or behavioural data across lifecycle-by-socioeconomic cells and adding geoTribes enrichment measures. Delivered through geoTribes cloud services, it can sit inside your operational systems and be used in AI analytics, including personas and buyer simulations in geoTribes Intelligence.
Strategic Alignment. Built around your commercial questions: category penetration, portfolio fit, lifetime value, churn risk and propensity to switch.
Fit with Your Organisation's Language. Segment names and narrative use the vocabulary your teams already use, so the scheme can be applied in planning and processes without translation.
Proprietary Knowledge. Customer interviews, sales-force observation and churn analysis that exist only inside your business are built into the segment descriptions.
Institutional Authority. Once adopted, the segments can become the shared language for proposition development, marketing, sales, service and growth planning, and the reference point for strategic debate and decision-making.
Free tool
See which geoTribes Segments are concentrated in any postcode — instant segment insights for quick lookups and initial exploration, across Australia, the USA, the UK, Canada and New Zealand.
Want to take the geoTribes Segments further? Quick Append for surveys and projects, Living Insights for enterprise data enrichment, and geoTribes Explorer for OOH campaigns and retail network planning.
Discover how the geoTribes Segments can extend your team's market-intelligence capabilities, with minimal investment and lead time.
