Consumer Segmentation by Location

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Unlock the DNA of New Zealand to discover the Why? and What Next? of consumer behaviour. And with Firstname’s GIS & deep Helix Personas expertise, the Where?

Discover who your customers and potential customers really are, where to find them and how to reach them

Helix Personas is a powerful psychographic consumer segmentation and data integration tool that combines sophisticated psychographic, attitudinal and behavioural data to classify the New Zealand population into 51 unique Personas, grouped into 6 Communities and geo-projected down to meshblock level.

Helix Personas unlocks who your customers and potential customers really are beyond demographics to illuminate the true things that drive their behaviour and choices: mindset, values and motivation.

Once you discover who your customers and potential customers are at their core, Helix Personas shows you where they live, how to talk to them and how to reach them across all media channels. 

Firstname has harnessed the power of Helix Personas consumer segmentation data in their geospatial analysis using ArcGIS Pro, with the results subsequently published to ArcGIS Online and ArcGIS Enterprise. This has allowed our clients identifying new customer opportunities, enhancing upselling efforts and enabling precisely targeted communications. By integrating Helix Personas data into their GIS workflows, Firstname Limited gained valuable insights into the diverse characteristics and preferences of different consumer segments within specific geographical areas of urban & rural New Zealand.

The analysis begins by overlaying Helix Personas data onto maps within ArcGIS Pro, allowing the consultants to visualise the distribution of various consumer segments across different regions. This spatial analysis helps them pinpoint areas with high concentrations of potential customers belonging to specific personas. Additionally, by combining Helix Personas information with other geographic data layers, such as demographics, purchasing behaviour and customer operational data, this can identify untapped markets and strategically plan expansion efforts. The results are then published to ArcGIS Online or ArcGIS Enterprise, providing insights and enabling teams to collaborate on targeted marketing campaigns, personalised product recommendations and tailored physical & digital communication strategies. Overall, the integration of Helix Personas data with ArcGIS technology empowers you to make data-driven decisions that maximise customer acquisition, retention, and revenue growth.