MKTG90004 Marketing Management

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.

The Australian Bureau of Statistics site features a wide range of data available on many aspects of Australian society. Information from the 2017 census is now available, detailing general household demographic statistics for Australia. In particular, Household expenditure survey is also useful. The site is searchable and all material is freely available on the site.