Marketers risk misreading Australians, TRA warns

The Research Agency (TRA) has launched Aussie Minds, a consumer insights framework that groups Australians by their motivations, values and trust signals.

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The research suggests marketers who rely only on age, gender and postcode may miss why consumers make decisions or respond to brands. It draws on ongoing quantitative research involving more than 3,000 Australians, supported by qualitative interviews and online discussion boards.

Why demographics may not be enough

Terri Hall, managing partner Australia at TRA, said traditional audience segmentation was becoming less effective as the Australian market grew more diverse and fragmented.

“Australia isn't one audience. Two people can share the same demographic profile but have completely different motivations, values and expectations of brands,” Hall said.

“Demographics remain important, but they don't explain why people make decisions, what they trust or how they respond to messaging. Aussie Minds gives marketers another layer of understanding by revealing the underlying MindSets shaping behaviour.”

TRA developed the framework over several years using moral psychology and values research. It is designed to support brand strategy, communications, customer experience, innovation, behaviour change and audience targeting.

The six Australian MindSets

The framework identifies six groups with different attitudes towards brands, media, trust and decision-making:

• The Keepers (26 per cent): Loyal and self-reliant consumers who value stability, proven choices and traditional media.
• The Chasers (22 per cent): Future-focused and digitally engaged consumers driven by progress, authenticity and purpose.
• The Mavericks (18 per cent): Independent thinkers who embrace new ideas but expect evidence and substance over hype.
• The Nesters (12 per cent): Quietly ambitious consumers looking for practical support, reassurance and greater everyday ease.
• The Anchors (11 per cent): Community-minded consumers who value fairness, stability and trusted relationships.
• The Strategists (11 per cent): Ambitious planners who seek progress but want clear value and confidence before acting.

The Chasers are the most connected and digitally engaged group. Strategists are more likely to use search, streaming and other self-directed discovery channels, while Keepers favour established media habits.

What the findings mean for brands

Hall said brands should consider how different audiences interpret the same campaign, rather than assuming one message will resonate broadly.

“The same campaign won't resonate equally with every Australian. Understanding how different people interpret the world helps brands build stronger communications, more meaningful customer experiences, and ultimately better commercial outcomes.”

Aussie Minds is intended to complement existing segmentation tools rather than replace them. Its data covers media habits, category behaviour, trust, cultural perspectives, preferences and brand expectations.