WPP AUNZ’s Data Investment Management (DIM) Group has launched Research Profile, a new panel management offering.
Research Profile will manage the Red Planet (a Qantas Loyalty business) research panel, which generates consumer insights used by businesses to help better understand consumer behaviour and inform their marketing and business strategies.
Rob McLachlan (main photo), CEO of Data Investment Group, WPP AUNZ said the DIM Group continues to be an important driver of growth within WPP AUNZ and the launch of Research Profile is another step towards competitive strength.
“We’ve been working together for over 12 months to refine the Red Planet research panel,” said McLachlan.
“The panel engagement and representation is unrivalled given the broad take up of the Qantas Frequent Flyer program. We are seeing response rates significantly above industry averages. Gaining access to rich profiles and verified respondents coupled with large scale consumer and B2B reach is increasingly valuable in this market.”
“Research Profile’s team is backed by the breadth and strength of WPP AUNZ’s panel management expertise and capability, making it an enviable player in the market.”
“The Research Profile/Red Planet partnership is a significant opportunity for businesses seeking to clearly understand the attitudes, wants and needs of Australian consumers and businesses, therefore allowing them to make informed business decisions and ultimately deliver greater marketing effectiveness,” McLachlan continued.
The Red Planet research panel is made up of a diverse and highly engaged cross-section of Qantas Frequent Flyer’s 12 million members who opt-in to receive and complete market research surveys, in return for earning Qantas Points.
Vaughan Chandler, executive manager at Red Planet, said, “The key differentiators of the Red Planet research panel are its scale and connection to rich insights that provide businesses with unique opportunities for highly targeted sampling in their research and the ability to find insights that are representative of Australia’s population.
“The launch of Research Profile will help to drive market awareness of the panel, helping businesses better understand and connect with Australians,” Chandler continued.
Research Profile’s newly hired business development director, Spike Games joins the business with over 10 years of global research industry experience, most recently as client development manager at Research Now.