Based on an ongoing quantitative survey involving around 3,000 Australians, qualitative interviews and online discussion boards, the ‘Aussie Minds’ framework is grounded in moral psychology and values research and identifies six mindsets influencing consumers in the country.

The research is underpinned by data covering consumers’ media habits, category behaviour, trust, cultural perspectives and preferences and brand expectations, and the company said it can be used to support marketing applications including brand strategy and audience targeting.

The study looks at how Australians orient themselves across four dimensions: content or aspirational outlook on life; traditional or progressive approach to life; mainstream or unique tastes; and community or individual/family focus.

Pureprofile is TRA’s quantitative research partner on the project, while the qualitative partner is Chitchat Research.

Terri Hall, managing partner Australia, TRA, said: "Australia isn't one audience. Two people can share the same demographic profile but have completely different motivations, values and expectations of brands.

"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."

The Research Agency is headquartered in Auckland, New Zealand, with Australian offices in Sydney and Melbourne.

Pictured: Artwork from the study (provided by TRA)