Pathfinder Solutions

Segments of Australia

Developed specifically for marketers, Segments of Australia is the 3rd geodemographic (or neighbourhood) classification from Pathfinder Solutions. It builds on our development experience from the ‘Faces of Australia’ (2 versions following 1991 & 1996 census) systems.

In Australia, 37,000+ Census Collector Districts (CCD’s - approximately 225 households) are classified into one of sixty segments. Each segment is based on the 3 essential elements for understanding consumer spending behaviour. These are:

  • Each household's capacity to spend (financial aspect)
  • Each household's propensity to spend (lifestyle aspect)
  • Each household's opportunity to spend (geographical aspect)

Importantly, each household is allocated to a clearly defined “real world” segment.
New methodology has also been introduced where segments are based on key data dimensions, not just formed on the basis of statistical difference. This enables distinctions to be developed on dimensions that are important to marketers and not solely statistical differences.

Provided as a data set or together with the Market Analyser System, ‘Segments of Australia’ adds depth to your customer data by providing rich insights into their characteristics, lifestyle and preferences (e.g. media).

Segments of New Zealand

Developed specifically for marketers, Segments of New Zealand is the 3rd geodemographic (or neighbourhood) classification from Pathfinder Solutions. It builds on our development experience from the ‘Faces of New Zealand’ (2 versions following 1991 & 96 census) systems.

In New Zealand, Mesh Blocks (approximately 75 households) are classified into one of 30 segments. Each segment is based on the 3 essential elements for understanding consumer spending behaviour. These are:

  • Each household's capacity to spend (financial aspect)
  • Each household's propensity to spend (lifestyle aspect)
  • Each household's opportunity to spend (geographical aspect)

Importantly, each household is allocated to a clearly defined “real world” segment.

New methodology has also been introduced where segments are based on key data dimensions, not just formed on the basis of statistical difference. This enables distinctions to be developed on dimensions that are important to marketers and not solely statistical differences.

Provided as a data set or together with the Market Analyser System, ‘Segments of New Zealand’ adds depth to your customer data by providing rich insights into their characteristics, lifestyle and preferences (e.g. media).

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C Now

Census provides a wealth of information on the demographic characteristics of every neighbourhood across Australia. However, the data naturally starts to age the moment it is collected.

Pathfinder Solutions statisticians have over 30 years experience of projecting data. Our team have utilised a wide range of government sourced data (available exclusively to Pathfinder Solutions) to model the last census to current year values.

The result of this work is 'C Now' – a statistically robust, accurate data set that provides 2006/07 projected data for all census variables for use in your demographic analysis.

Updated annually, you will always have the very latest information.

Our Customers use 'C Now' for:

  • Identifying and highlighting diversity within regions
  • Analysing retail networks
  • Providing an evidence base for implementation of projects & policies
  • Transport planning
  • Infrastructure projects
  • Understanding demographic change since the 2001 census

Spend Now

Spend Now provides data from the Australian Household Expenditure Survey projected to 2006/07 values at the Census Collection District (CCD – approximately 225 households) level within Australia. Expenditure on over 400 consumer variables is available.

In addition, for each CCD, the 2006/07 resident population and number of occupied dwellings are provided. This enables the average spend per person and household at CCD level to be calculated.  All figures are projected to 2006/07 level and CCD level by the Pathfinder Solutions statisticians’ team.

Spend Now is used by our clients to:

  • Calculate ‘share of wallet’ at the CCD (or postcode) level
  • Identify where the business is over and under performing
  • Understand the potential of sales or franchise territories
  • Help target marketing campaigns

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Daytime Population

Daytime Population provides a count of the total number of people within a Census Collector District (CCD – approximately 225 households) during the day. It is essential for any business that needs to understand the demographics of an area during the day (as opposed to residential {night-time} characteristics provided by the census).

For example:

  • Retail & Franchise – what does the catchment area look like during the day when your stores are open
  • Emergency Services – what is the likely demand for services during the day
  • Banking – combine daytime population and transactional data for strategic network planning
  • Media & Advertising – plan campaigns based on where people are during the day

Population is defined as total workers and daytime residents found within a CCD. Pathfinder Solutions statisticians’ team project to current year levels annually to ensure the most up-to-date data is always available.

Daytime Spend

Daytime Spend is a combination of Pathfinder Solutions Daytime Population and Spend∙Now data. The result is daytime expenditure data at the CCD level. That is, based on the people found within a CCD during the day, what is the combined expenditure on over 400 household items.

This data is critical to understanding the ‘size of wallet’ or ‘market opportunity’ in a given area during the day.

For any business that interacts face-to-face with its customer during the day (e.g. franchise & retail), Daytime Spend is perfect for understanding the potential of a catchment or share of wallet in a local area.

Contact us to find out more information about the above data.

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