Audience Development Australia founder David Castran (aka the TV doctor) has purchased a home on Sydney’s northern beaches.
Sydney property reporter Jonathan Chancellor revealed on the weekend in The Sunday Telegraph that Castran’s acquisition was the famed Wedge House overlooking Whale Beach.
The new owner has paid the original owners of the house $2.92m for the property that was designed by architects Peter Stutchbury and Marika Jarv.
Castran told Mediaweek the home could be used for research, in particular home groups he regularly conducts. Castran also holds home groups in the Horizon building in Darlinghurst and in western Sydney. Other groups are also hosted in Melbourne and Geelong.
ADA Q-scores has just piloted a 1000 strong survey focussing on the important sales demographic of 25 to 54 with results out this week.
“Some 22% of Australians in the two main capitals were born in Asia, mainly China, and their spending potential is encouraging from home loans to cars and big ticket items. Is anyone taking care of them or are we ignoring them,” said Castran.
“ADA home groups compliment the online quant surveys with rich qualitative insights on programming and we now have 11 concepts that are showing some potential to be researched and developed.”
ADA is bringing back the Q-scores in addition to its qualitative research. “Every month we will be qualitatively researching, primarily focusing on the Sydney market. The Q-scores will have an on-going sample of 2,000 every four weeks available only to subscribers.”
In 2010 Castran took a gap year and suspended Q-scores and later signed an exclusive agreement with James Warburton when he was running Network 10 in 2012.
“It took years to train people to a level that networks expected and my staff were being poached at their peak leaving me high and dry,” said Castran. “It was a case of the birds leaving the nest and I’m proud of what they have gone on to achieve.”