About Us Brilliantly Simple Solutions.

We are a Sydney-based team of data scientists and developers committed to creating innovative, practical solutions for segmentation, data enrichment, and location intelligence. Our passion is to help our corporate clients, and their agencies make more informed, evidence-based decisions in a dynamic and fast-changing world.

With more than 30 years of industry experience, we have developed a range of turn-key, user-friendly solutions based on robust human insights data and cloud services. Our operations extend across Australia, Canada, Great Britain, New Zealand, and the United States.

Our human insights data is built from rigorous, anonymised market research surveys and government microdata, combined with advanced synthetic population models. This process—free from personally identifiable information—yields high-resolution, accurate human insights data, with a focus on motivations, values, media, lifestyles and detailed demographics.

These insights are also used to provide rich profiling for our geoTribes and geoSmart sociodemographic segmentation schemes.

Our synthetic population models use survey responses from "real" people, census, and population growth trends to accurately represent national households and individuals, with millions of synthetic records enabling deep demographic profiling. Pioneered in the early 1990s using publicly available sources and academic literature, our process has been continuously refined to deliver high-quality, unique data.