Roy Morgan Research - Helix Personas
Helix Personae are a resource for examining potential market segments in persona format. Combining location, demographics, lifestyle, attitudes, behaviours and values, Helix reveals who your real customers are, and tells you where and how to reach them. The use of Helix Persona can allow advertisers to target the same group of consumers across a wide variety of channels including digital, outdoor, mobile as well as traditional media.
The personae are broken into 7 different types of market segments.