Tag databases. Understand customers. Grow your business.

geoTribes has 15 readily implementable person-level needs segments, each with a unique social identity based on lifecycle stage and socioeconomic status.

The segments are used by analytics, insights, strategic planning, engagement & acquisition teams in industries with large databases but limited direct customer information, to give person-level insights into needs, behaviour & aspirational psychology.

geoTribes’ unique tagging process uses each customer’s age to estimate a most likely lifecycle stage which underpins their geoTribes segment. This is different to schemes like Helix Personas and Mosaic that blend customers of different ages into the same segment.

Click on a geoTribe below for more information

rockafellas achievers fortunats crusaders preppies independents suburban-splendour twixters debtstars boomers true-blues struggleville grey-power survivors slender-meanz

To find which geoTribe you belong to, press here >>

using geoTribes in 5 steps

There are five steps to using geoTribes segments...

geotribes steps

database tagging 24/7

geoTribes segments are tagged using a secure link to RDA’s Australian-based production website. Tagging is available for Australia, Canada, NZ, UK & USA through secure sftp/ssh & batch and real time services...

database tagging

understanding segments

geoTribes segments provide a single framework for integrating information from multiple sources for customer profiling, proposition development and problem investigation...


customer engagement

Create customised messaging & offers using geoTribes segments based on differences in underlying values, needs and aspirations...

customer engagement
geoTribes targets people, not the areas they live in so each individual
in a household gets the geoTribe that’s right for their age

why geoTribes?

geoTribes builds on traditional geodemographics to provide a versatile segmentation capability. The main benefits of using geoTribes Segmentation are...

  • Person-level – geoTribes describes the behaviour of individuals rather than groups and hence it is easier to visualise the relationship between needs and behaviour.
  • Compact scheme of 15 segments – The small number of segments makes it is easy to use, understand and communicate even with non-professional users and senior management.
  • Uses factual age in tagging - This provides strong lifecycle stage discrimination which is critical in categories like financial services, telecommunications, automotive and recreation.
  • Needs-based segments – The discrimination between the geoTribes is based on fundamental needs drivers. This leads to strong gains charts. geoTribes segments also work well with other attitudinal and behavioural schemes.
  • Built at overall population level – Hence it supports segmental gap analyses at all levels of geography down to census area level.
  • Extensive profiling – The scheme is supported by extensive psychological, lifestyle, behavioural and media consumption profiling.
  • Versatile applications – The segments are readily applied in database, CRM, geospatial, media planning & market research applications and used to integrate findings from these sources within a single segment framework.
  • Platform for custom corporate scheme construction – geoTribes Lifecycle stage and SES dimensions can be readily used to construct customised schemes that are optimised for individual client’s businesses.
  • Multi-country – geoTribes segmentation is available in Australia, NZ, Canada, UK & USA, so the same scheme and targeting logic can be used across multiple countries
  • Web-based service – Rapid turnaround 24/7 through Web Interface, SFTP and API interfaces on the RDA’s Australian-based tagging website.
  • Privacy compliant – Built entirely from aggregate statistical data and hence there is no privacy risk in using it for either analytics of market research.
  • Turn-key system – Painless development and implementation, based on proven methodologies and systems.
  • Technical support – Training, technical backup and applications support are provided by the experienced and friendly technical team that developed the system.

The unique features of geoTribes segmentation compared to general purpose geodemographic schemes, like Mosaic & Helix Personas are...

  • It is a person-level scheme that describes the behaviour of individuals rather than households or areas.
  • The use of factual age in tagging the segments provides stronger lifecycle stage discrimination.
  • The compact 15-segment scheme makes it easy to use, understand and communicate.
  • Customised corporate schemes, optimised to specific client requirements can be readily developed using the Lifecycle Stage and SES dimensions and tagged to databases through the geoTribesOnline website.


RDA has successfully designed and implemented retail network planning and other geospatial solutions in the geoTribes Explorer platform across a broad range of industries including...

Airline Airline
Charity Charity
Media Media
Retail Retail
Automotive Automotive
Insurance Insurance
Motoring Motoring
Superannuation Superannuation
Banking Banking
Loyalty Marketing Loyalty Marketing
Publishing Publishing
Telco Telco

media channels

Targeting by geoTribes segments is available in a broad range of media channels including...

Digital / Social Digital / Social
Database Database
Outdoor Outdoor
Community News Community News
Letterbox Letterbox
Unaddressed Mail Unaddressed Mail

Call us on +61 2 8923 6600 to discuss your specific requirements

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