100 Leading Lifestyles Helix Community™

High income, highly educated, progressive, successful and career-focused - people in the Leading Lifestyles Community enjoy sophisticated city living to the max. From eating out and soaking up the cultural life of their city to indulging in their passion for international travel, Leading Lifestyles are truly living the good life. They’ve worked hard for their success and place value on demonstrating their status and achievements to the world. However, they also care passionately about the big issues that affect society at large and those less fortunate than themselves.

LIKES explained

The Roy Morgan Single Source survey involves interviews with approximately 50,000 people a year, where hundreds of attitudinal questions are asked of the interviewees.  The resultant consumer data is then segmented into the six Helix Communities, and fifty-four Helix Personas.  The 'Likes' represent some of the key themes for the Helix Community or the Helix Persona. 


Roy Morgan has developed a segmentation to categorise of the population according to their uptake of new technologies and technology-led offers. You can discover more about the Technology Adoption Segments  here

This chart shows how the Persona is distributed into the Technology Adoption Segments, and how that compares to the distribution for the national population. The highlighting is used to show the segment(s) in which this Persona is most strongly represented, relative to that national benchmark.


The Roy Morgan Single Source survey interviews approximately 50,000 people a year, and asks them to describe their “general viewpoint with regard to social issues and social trends in Australia”, on a scale from “Very Traditional” to “Very Progressive”.

This infographic represents the progressiveness of the Persona based on a scoring system derived from the responses. It should be noted that the range displayed is comparative - for instance, a marker at the rightmost extreme would mean that no other Persona is more socially progressive, rather than the Persona could not possible be any more progressive.


This chart maps the persona to Roy Morgan’s Values Segments - a market segmentation that captures the values, mindsets and attitudes that motivate consumer behaviour.

You can discover more about Values Segments at roymorgan.com

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