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The geoTribes scheme has 15 person-level segments, each with a unique needs profile based on lifecycle stage (a key driver of needs formation) and socioeconomic status (SES) or social resources which has a strong influence on the quality of solutions chosen.

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 >>

Learn more about other geoTribes products

geoTribes explorer geoTribes audience finder

The geoTribes tagging process uses sophisticated probability calculations to translate the address and age band of each individual database record into its best lifecycle stage and SES decile code which are used to assign its person-level geoTribes segment. The geoTribes scheme tags individual people, not the areas they live in, so each adult in a household gets the segment that’s right for their age. This differs from traditional geodemographic schemes like Helix Personas and Mosaic, which blend people of different ages and lifecycle stages into the same segment.

geoTribes is a fully parametric system with no personally identifiable information (PII)
used in either its construction or fitment

The power of the geoTribes system is grounded in the influence that its underlying lifecycle stage and SES dimensions have in shaping social identity. This is because common needs arise as people confront life’s significant stages, such as leaving the family home, seeking an independent identity and life companion, raising a young family, becoming empty nesters or adjusting to old age.

People in particular geoTribes segments have similar social resources and tend to choose similar types of solution in response to the needs arising from their lifecycle stage, including favourite brands, entertainment and cultural experiences, social roles and financial products. These are appropriated into the collective social identity of the geoTribes segments and form collective need states with similar values, utility structures, social narratives and aspirational cues. Need states are largely unconscious influencers that are shared and reinforced through social benchmarking helping to shape buying driver, propensities and choices.

geoTribes segments are used in a variety of applications, particularly where there are large customer or member databases with address and age, but limited profiling information. Here, the geoTribes segments provide a broad needs-based framework for strategic planning, target market identification, performance benchmarking, knowledge integration, proposition development, tailored messaging, media planning, and business reporting.

cultural influence dimension

Because they are based on lifecycle stage and socioeconomic status, the geoTribes segments are independent of individual cultural backgrounds. In order to accommodate this important driver, the system also fits a cultural influence dimension. This is derived from the location of significant concentrations of people from non-Caucasian backgrounds, rather than the cultural background of individuals.

what makes geoTribes special?

The geoTribes architecture builds on traditional geodemographics concepts to provide a unique and versatile needs-based segmentation capability.

  • Person-level segments are readily understood by all levels of management
  • Use of factual age bands in fitment provides strong discrimination across lifecycle stages
  • Works on customer databases, digital media, market research surveys, media planning and retail trade areas
  • Supported by extensive psychological, lifestyle, behavioural and media consumption profiling
  • Provides powerful predictive modeling inputs, market benchmarking and gap analysis
  • Works as an overarching segmentation in parallel with psychographic or behavioural schemes
  • Provides a framework for development of custom corporate segmentation schemes
  • Privacy compliance safe, with no PII used in construction or fitment
  • Painless implementation through RDA’s Australian-based tagging website, via batch, SFTP/SSH and real time API interfaces.
  • Available in Australia, NZ, Canada, UK and USA

using geoTribes in 5 steps

There are five steps to using geoTribes segments.

geotribes steps

database tagging 24/7

geoTribes segments and dimensions are tagged onto customer and survey research databases using a direct link to RDA’s Australian-based tagging portals through secure sftp/ssh, batch or real time services. The website uses the minimum input data and retention necessary to provide the tags.

database tagging

Tagging is available for Australia, Canada, NZ, UK and USA. In Australia, we also tag geoSmart groups and segments, census geography and unique household codes linked to the GNAF file. These are suitable for householding databases, appending latitude/longitude coordinates and providing de-identified merge keys for third-party data sharing.

performance benchmarking – penetration by segment

Because the geoTribes Segments are modelled to the population, they can be used to identify opportunities in terms of market sizes, penetration and performance gaps for target segments across geographic areas from broad regions down to small areas like postcodes and retail footprints.

penetration by segment

Reports which are produced automatically when databases are tagged through the geoTribesOnline portal identify areas of high to low penetration across geoTribes segments, lifecycle stage, socioeconomic status, cultural influence and settlement density dimensions.

knowledge integration - understanding segment needs

geoTribes segments provide a single needs-based framework for integrating information from multiple sources to create a multifaceted segmental view that supports customer targeting, proposition development and problem investigation.


customer engagement – tailored propositions and messaging

Regardless of how a particular group is selected for targeting, geoTribes segments can be readily used for development of tailored propositions and messaging based on segment need states, buying drivers or values.

customer engagement

custom geoTribes, behavioural and hybrid segmentation schemes

RDA has experience creating custom segmentation schemes based on the geoTribes lifecycle stage and socioeconomic status matrix. These are tailored to each client’s strategic business drivers and preferred terminology for segment naming. Like the regular geoTribes, these custom segments are supported with extensive profiling of behaviours, media consumption, attitudes and lifestyles and are tagged 24/7 onto databases and market research surveys through RDA’s secure, Australian-based database tagging portals.

custom scheme

Custom geoTribes segmentation schemes can be tagged to customer or member databases and used in profiling and other analyses in the same way as the 15 regular geoTribes segments.

RDA also constructs behavioural and hybrid segmentation solutions designed to address client’s particular problems and make the best use of their database and survey research resources. Our methodology iterates between purpose, segmentation construct and available data, to develop the best possible scheme. The highest priority is given to consistency and deployment in all required channels like, customer database, market planning, media targeting, retail network development and survey research studies.

segmentation construct

media planning, targeting and response analysis

geoTribes segments provide a comprehensive needs-based framework for targeting and response monitoring of external media.

media planning

Daily tagging by SFTP or real time through the geoTribesOnline API, provides rapid profiling of new customers, campaign responders and enquirers and enables timely campaign performance evaluation by segment and modification of campaign settings based on direct market feedback.

geoTribes tags individual people, not the areas they live in so each adult
in a household gets the geoTribes segment that’s right for their age