Utilising a mix of unique and proprietary data sources, Helix Personas is built by a specialist data science team using a statistical model, based on Roy Morgan Single Source personal interviews and the national census data.

We included data points such as the Roy Morgan Values Segments[1], consumer readiness to adopt new things, core values and attitudes, discretionary spending (not just income) and wealth to form the cornerstones of Helix Personas.

The final Helix Personas are geo-projected using the most granular Census data to determine where they fit geographically across the country. Finally the 6 Helix Personas Communities were formed by grouping together like Helix Personas.

[1] Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of the Horizons Network