Consumer insights program

Adshel supplements quantative analysis done through Roy Morgan with custom-built research into key segments. Run by independent research agency The Seed, our consumer insights studies cover attitudes, behaviours, creative learnings and targeting principles across important segments so that media clients can better understand their customers.

Over the past 3 years, we have completed five major consumer studies across different target audiences.

GEN Y 16-24

gen y

Much has been written and spoken about the subject of the ‘youth’ market. Branded as Gen Y, terms like ‘ad literate’ and ‘media savvy’ are used to describe them, but how much do we really understand about them? The study looks at the lives and attitudes of youth aged 16-24 to provide advertisers with a deeper understanding of their brand choices and media habits.

adultescents

Wedged in between the much spoken about Baby Boomers and Gen Y demographics is a new segment termed Adultescents. Characteristics of this segment include an aversion to taking on “adult” burdens and being tied down by mortgages and children, preferring instead to prolong their youth. The research provides a greater understanding of the lives and attitudes of 25-39 year old Adultescents with valuable insights into reaching and connecting with this audience.

main grocery buyers

Busy family schedules, a packed social calendar, a forgotten item – there are many reasons why Australian Grocery Buyers are shopping for grocery items more frequently than in the past.

Exploring the attitudes, habits and purchase decision process of key grocery segments, our study aims to show advertisers how they can make the right media and creative choices.

commuter

Over 9 million people travel to work each week. The daily commute can be lengthy and unpredictable, yet a necessary and inescapable part of the everyday routine.

This study explores the mindsets, behaviours and media exposure of car, train, bus and tram commuters on workbound and homebound journeys.

baby boomers

Born between 1946 and 1964, there are over 5 million Australians who fall into the ‘Baby Boomer’ generation accounting for almost a quarter of the population. Although wealthy and willing to spend, Baby Boomers typically feel ignored and misunderstood by advertisers.

The study delves into the lives of affluent Boomers to provide a deeper understanding of their attitudes, behaviours, purchasing patterns and insights into advertising that resonates with them.

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