400 Hearth & Home Helix Community™

Closest to the average Australian, life revolves around the home for these contented families and empty nesters. They are heavily invested in their homes, financially and emotionally, seeing them as an expression of their status and achievements.  Perennial ‘tinkerers’ and home improvers, they also love nature and the outdoors.

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. 

TECHNOLOGY ADOPTION SEGMENTS explained

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.

PROGRESSIVENESS explained

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.

VALUES SEGMENTS explained

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