Our Human Insights Data is accessible via the geoTribes Explorer , Living Insights and Quick Append cloud services and is also used to provide rich profiling for the geoTribes and geoSmart sociodemographic segmentation schemes.
This data is generated through a multi-layered proprietary process that combines anonymised market research surveys and Government microdata with synthetic population models, all without using PII.
It supports strategic planning, customer analytics, audience targeting, personalised messaging, and regional profiling—enabling client organisations to make better evidence-based decisions and strengthen customer engagement.
Consumer Demographics
Consumer Demographics data provides a comprehensive set of indicators for the population, such as Income, Family Structure, Ancestry, Country of Birth, Employment and Education. Constructed at the level of SA1 + Dwelling Type + Age Band + Gender using RDA’s proprietary synthetic population and updated using population growth and migration statistics, this data can be used for a wide variety of database targeting and planning applications like Population Benchmarking, Cluster Analysis and Predictive Analytics.
Household Economics
This data set is constructed at the level of SA1 + Dwelling Type + Age Band + Gender using RDA’s proprietary Synthetic Population and updated using population growth and migration statistics and is suitable for a wide variety of database targeting and planning applications. It consists of household estimates for Income, Assets, Liabilities and other Financial Indicators, giving an extensive snapshot of the overall financial health of households. It is built using RDA’s proprietary methodology and the Australian Bureau of Statistics’ Survey of Income and Housing.
Human Motivations & Sustainability
This data set is suitable for a wide variety of database targeting and planning applications and is constructed at the level of SA1 + Dwelling Type + Age Band + Gender using RDA's proprietary Synthetic Population and updated using population growth & migration statistics. It consists of 450+ measures across Personal Values, Motivational Mindsets, Media Consumption, Lifestyle Interests, LOHAS Behaviours, Community Support Needs, as well as Buying Behaviours, Sporting Interests and Personal Profiles relating to optimism, outlook, health status and defining demographics.
The data is sourced from the geoTribes Human Motivations and Sustainability Survey, based on a sample of 5,000 Australian respondents 18+ years of age, conducted in September-November 2024. The Personal Values are based on the Schwartz's refined theory of individual values and were factor-analysed (along with other measures) to produce the 47 Motivational Mindsets.
