Users of Enhanced Media Metrics Australia (EMMA) are now able to cross reference local area population descriptions with media consumption, product ownership and usage, as well as lifestyle interests and attitudes.
The advanced geo-demographic system (geoTribes) helps classify individuals rather than households for a more accurate and deeper analytics.
These RDA research tools, geoTribes and geoSmart, are now fully integrated into the EMMA system, enabling deeper results and understanding.
“The integration of RDA Research’s sophisticated customer targeting segmentation tools provides EMMA subscribers with an even more advanced level of customer intelligence to inform their media planning, market research and consumer profiling needs,” Simon Wake, Ipsos Media CT managing director, said.
The new research tools are particularly handy for quick service restaurants, retail, banking, entertainment, travel, insurance and telecommunications.