Research company, Roy Morgan, has partnered up with Mi9’s new specialised data services venture, Tipstone which was announced last week.

The partnership aims to take online data and transform it into life-size consumer profiles for marketers.

 “As the most sophisticated, data-driven media owner in Australia, Mi9 has been quick to recognise the capability and value of Helix Personas to give depth to big data,” Tim Martin, general manager of media at Roy Morgan Research, said.

“Roy Morgan has long has the best, most accurate, wide-ranging and useful consumer data in the market. As a portable segmentation tool that simply overlays and magnifies a client’s basic data set, Helix Personas is a natural and logical fit for the digital space, and offers an array of collaborative opportunities.

Roy Morgan’s profiling tool, Helix Personas, will help form the basis of Tipstone’s data segmentation and analytical services for Australian businesses and will enable Tipstone to find connections between digital account activity and real-world behaviours, attitudes and lifestyles of Australians.

Tipstone is expected to be formally available from July 1, 2014.