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ROY Morgan Research has created Helix Personas that segments groups of consumers into communities. There are seven basic groups but each has further segmentation. The groups, and some of the sub-categories in each, are:

Leading Lifestyles: High income families, typically own their own home in the inner suburbs. Sub-categories include Progressive Thinkers (young, usually self-employed, large gap between the main breadwinner and the second income producer, about $125,000 gross annual income); and Full House (Married, usually grandparents, live in rural areas, income about $93,000 gross a year).


Aussie Achievers: Closest to the average Australian, these young, educated, outer suburban families are working full time to pay off their expensive separate house. Sub-categories include Castle & Kids (married with children, house in the suburbs, good income, careful with their money, income about $111,000 a year); and Family First (one of the largest groups and considered closest to the Australian Norm, well-educated married couples with children, full-time employment, house in the suburbs, income about $102,000 gross a year).


Metrotechs: Young, single, well educated, inner city professionals with high incomes, typically renting apartments. Cultured, connected, clued-in and cashed up. Sub-categories include Young and Platinum (hardworking and ambitious, renting inner-city apartments, cultured, income about $111,000 gross a year); and Quiet Achievers (inner-city apartment renters, young family, about $89,000 gross income a year).


Young Families: Young families in the outer suburbs, living up to their above-average incomes. Their beloved gizmo-enriched home is the nucleus of their family. Sub-categories include Career & Kids (well-educated, young families, full-time employment, income about $129,000 gross a year); and Successful Immigrants (hard-working, young families, live in outer suburbs, ethnically diverse, income about $105,000 gross a year).


Getting By: Young parents or older families with children still at home, outer suburbs, bargain hunters. Sub-categories include Urban Optimists (large households including parents and up to three children, skilled and semi-skilled employment, long hours, just maintaining a lifestyle, often from overseas, income about $105,000 gross a year); and Country Comforts (agricultural workers, tech savvy, enjoy working long hours, average income of about $91,000 gross a year).


Golden Years: Conservative, risk-averse retirees focused on health, security and maintaining an income from investments or the pension, even if they’re mortgage-free. Sub-categories include Fringe Dwellers (mix of older retirees and younger singles or couples, generally well-educated but on low-paying work or unemployed, income about $64,000 gross a year); and Twilighters (elderly, retired, living in the suburbs, low personal savings, income about $60,000 gross a year).


Battlers: Mostly Aussie-born, these struggling young families, single mums & retirees are focussed on making ends meet. Many are welfare dependent. Sub-categories include Real Working Class (generally married without children; large groups of widowed, divorced and separated; one-income earner, income about $70,000 gross a year); and Penny Wise (mid-life, married, live in rural areas, overwhelmingly Australian born, income about $83,000 gross a year).

Information supplied by Roy Morgan Research.

By Neil Dowling

Manheim