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RDA Research started as a market research company 30 years ago and we spent our first fifteen years providing large quantitative market research studies to corporate clients. Fifteen years ago we developed geoTribes, a geodemographic segmentation with a revolutionary new person-level architecture and tagging system.

The geoTribes segmentation has been a favourite of insights managers and market researchers in Australia where it's used to enhance corporate CRM databases and market research surveys, for geospatial analytics and in media planning systems.

Because geoTribes is agnostic to cultural background, we have been able to make a consistent needs-based scheme for multiple countries; Australia, New Zealand, United Kingdom, Canada and USA and also avoid conflict with digital and social media platform policies relating to area-based targeting.

Why geoTribes Segmentation Works

geoTribes segmentation is based on a sophisticated spatial model that combines national census and public microdata and is updated regularly for population changes. Based on these non-PII sources, we extract two key drivers of consumer purchasing behaviour, media consumption and psychology, being socioeconomic status (SES) and lifecycle stage.

Socioeconomic status, based on Education, Occupation and Main Earner Income is a discriminating measure of consumers’ capacity to purchase better quality goods and services, enjoy a broader range of lifestyle experiences and engage in more sophisticated need states. The needs variation across the SES spectrum can be categorized in terms or Maslow’s Hierarchy, with basic and safety needs dominating consumers in the lower strata, where non-discretionary purchases, poorer health and the desire for a ‘better life’ prevail.

Higher SES consumers have an expanded range of self-fulfillment needs such as better fitness and health, cultural experiences, travel, culinary sophistication, household and health services, elite education and personal development, prestige motor vehicles other discretionary purchases.

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Each of the 15 geoTribes Segments has a unique position within the socioeconomic status and lifecycle stage space and with each Tribe the people tend to have similar personal narratives, attitudes and preferences – likes, dislikes, aspirational figures and compulsions to purchase ‘must have’ products and brands. While individuals inevitably vary on personal dimensions, their similarities on these shared traits makes geoTribes a uniquely powerful needs-based segmentation framework.

Tagging Process

The geoTribes Segments show distinctive geospatial concentrations due to the importance of current and aspirational SES and lifecycle stage as factors in the choice of a place to live. This means that neighborhoods and suburbs tend to be characterized by high concentrations of particular geoTribes. The segments are tagged to survey research databases in a process of environmental inheritance. This process uses sophisticated probability calculations to translate high segment concentrations, in addition to the dwelling type and the age band of each individual survey record to allocate a ‘best fitting’ lifecycle stage, socioeconomic status decile code and person-level geoTribes segment.

Because the segments are derived environmentally, they tap into a profound and persistent consumer characteristic which is highly complimentary to traditional research measures and provides a geospatial route to media activation.

How We Protect Confidential Information on the Website

We understand the stringent requirements for respondent's anonymity and privacy and have taken strong measures to ensure that our website service adheres to the highest standards...

  • 1. We limit the amount of information that is submitted to the website to a case number and the coded results to the four simple questionsthat are asked on your survey. Nothing more can be uploaded.
  • 2. Our tagging application strips the locality and age from the respondent file at the earliest possible point in the process as an added security measure.
  • 3. After 14 days, all tagged files are deleted from the website. All we keep is a summary record of the transaction for audit purposes.
  • 4. Our tagging process is fully parametric and based on Census, population update and Government microdata as well as broad postal and locality data from publicly available sources like national gazetteer files.
  • 5. Services on the website are conducted in compliance with the Australian privacy principles and the Australian Privacy Act 1988 (cth), as amended.

How to Find Target geoTribes Segments

The first step to finding your target geoTribes Segments is to determine which variable or segment on your survey data defines attractive consumers. Then it is simply a matter of…

  • Working out the penetration or incidence of that variable for each geoTribes segment and for the overall survey.
  • Creating an index for each geoTribes segment against the overall average value.
  • Ranking the geoTribes Segments by the index.
  • Assigning the geoTribes Segments with the highest index values to be your Target geoTribes Segments.

You may also want to check out the size of the geoTribes Segments nationally to estimate rollout potential. To find this you can use the geoTribes Market Bases Table in the resources area.

Combining geoTribes if Your Sample is Too Small to Use All 15 Segments

Sometimes the sample size on your survey will be too small to give adequate statistical validity using all 15 segments. If this is the case, then you can simply combine similar geoTribes Segments to make a smaller number of larger segments. The best segments to combine will vary by study and your research judgment. As a guide, here are some popular combinations...

Crusaders + Achievers >>> Young & Affluent
Rockafellas + Fortunats >>> Mature Affluent
Preppies + Twixters >>> Young Living at Home
Twixters + Independents + Struggleville + Slender Meanz >>> Young and Low Affluence
Grey Power + Survivors >>> Retirees
Debtstars + Suburban Splendour >>> Middle Affluence Families

Activating your Target geoTribes Segments in Digital, Social and OOH Media

Once you have chosen your target geoTribes Segments, activating them is easy. Simply select your segments in the website’s Target Area List tool, choose your required reach by decile, then you are ready to upload the target areas into your preferred media platform for activation.

geoTribes Applications

geoTribes is a ready-made segmentation that can help you identify your target segments, inform your strategic and tactical initiatives, accelerate your marketing ROI and promote long-term growth.

An Executable Segmentation

More than just a research report & presentation, geoTribes can be quickly integrated into database analytics, CRM systems, survey research and audience activation to create an effective consumer-centric enterprise-wide segmentation scheme.

Digital, Social and OOH Audience Activation

Activate social, digital and OOH audiences with the same underlying needs profiles as your best customers using the area targeting lists from the Segment Tagger website.

Precision Geotargeting

Map and analyze market geographies or retail footprints at a state, city, county or postal level by geoTribes segment to better to understand market performance or explore new growth opportunities.

Database and Website Tagging

Append geoTribes to your databases to build deeper behavioral insights and better understand market performance. Analyze web traffic by geoTribes Segments to help optimize your marketing and media strategies.

Rich Consumer Profiling

geoTribes provides key insights about the motivations and values of each segment. Researchers can fill in the rest from the content commented on their own surveys.

Multi-Country Representation

Tag surveys and databases and profile geographies with the same proven needs-based segments across the five 'anglo' countries; Australia, New Zealand, United Kingdom, Canada & USA.