High-earning, professionals, technology adopters and fashion conscious families in urban areas.
Highly educated, young, optimistic, socially progressive and tech-savvy urban dwellers.
Educated, young families with above average incomes living in urban areas.
A mix of students and families. Attracted to new things and aspiring to improve their lives.
Traditional and more conservative families who are struggling to make ends meet.
Rural Indonesians covering a diverse range of incomes, attitudes and values.
Helix Personas is designed to provide accurate profiling of Indonesian consumers across a variety of attributes. The attributes that have been included in creating Helix Personas have been selected as the most predictive and defining consumer attributes. Helix Personas is a Trademark of Roy Morgan Research. Values Segments devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network.