This data set is constructed at the level of SA1 + Dwelling Type + Age Band + Gender using RDA's proprietary Synthetic Population Models and is suitable for a wide variety of database profiling and analytics applications. It consists of Personal Attitudes, Lifestyle Interests, Situation & Outlook Measures, Sustainability Measures, Social Values and weekly exposure across main media categories, as well as social media platforms used in the last week, frequency of posting and checking updates.
The data is sourced from the geoTribes Human Motivations and Sustainability Survey, based on a sample of 6,000 Australian respondents 18+ years of age, conducted in July & August 2021. The Personal Attitudes are consistent with the Schwartz Values Survey and were factor-analysed (along with other measures) to produce 28 geoTribes Social Values.
The variables are appended to first-party databases in a process that uses sophisticated probability calculations to translate the SA1, Dwelling Type, Age Band and Gender of each individual first-party database record into estimates that the record would have a particular characteristic, such as the personal attitude of “I often suffer from low self-esteem’.
The Synthetic Population models on which the consumer data is built accurately represent the total household and person populations of Australia, with many millions of georeferenced individual synthetic records and deep sociodemographic profiling. The fine granularity of the Synthetic Population models means that the appending process achieves a higher accuracy level than regular geodemographic systems, because it combines Census Geography with Dwelling Type + Age Band + Gender to create over 3M+ unique levels in Australia.
Because the data is made from cohorts of synthetic people it can be used with absolute privacy confidence.
A trial product is provided at no charge for a 90-day evaluation.
The trial dataset includes data for the SA4 (Statistical Area Level 4) of 125 - Sydney - Parramatta.
A data dictionary for the geoTribes: Consumer Data – Human Needs and Social Values can be found at https://geotribes.com/consumer-data
Expected Workflow:
1. User requests this data from geoTribes (via the Request button);
2. geoTribes and user agree to commercial terms;
3. geoTribes provides user with details of the share via UDTF;
4. User appends geoTribes Human Needs and Social Values to their database through the Snowflake share;
5. geoTribes Human Needs and Social Values are then available on user database for analytics, visualization and other use cases.
geoTribes: Consumer Data Human Needs and Social Values (AUS) are supplied as a Snowflake UDTF that accepts a client database with the following schema as input:
- RECORDID (unique record ID)
- MATCHKEY (Either 11-character 2021 SA1 code or 4-character postcode)
- ADDTYPE (2-level coding of dwelling type)
- AGE (13-level coding of age in 5-year bands)
- GENDER (2-level coding of gender)
Further detail is provided on the above input as part of a user guide provided on approval.
The UDTF will return the following as additional fields for each RECORDID (expressed as probabilities to 3 decimal points):
- Lifestyle Interests – 35 Variables
- Media Exposure & Social Media – 45 Variables
- Personal Attitudes – 105 Variables
- Personal Profiles – 20 Variables
- Sustainability Actions – 17 Variables
- Social Values – 28 Variables