Roy Morgan Premium
In today’s slowing economy the premium market is thriving.

‘Premiumisation’ is on the lips of business leaders. However, the term premium applies not only to brands and experiences but also to consumers – now we can reveal Australia’s true premium consumers. Meet the future shapers.

After exhaustive evaluation by our data scientists, Roy Morgan has selected the NEO consumer typology to underpin our premium suite of products. Developed by social scientist Dr Ross Honeywill, NEOs are the Australians who munched and drank and spent their way through the GFC. They spend more, more frequently than anyone else. And in partnership with Dr Honeywill we are proud to reveal for the first time new digital-ready NEO Profiles.

Now you can recession-proof your business by reaching, motivating, and acquiring these truly premium consumers as your most valuable customers.

Brand Owners

  • Generate higher return on marketing investment (ROMI) – get the right message to the right Profiles via the right channel
  • Convert you customer database into actionable Profiles – target the sweet spots
  • Use data science to develop the right products with the right price elasticity
  • Generate growth by matching the right products to the right Profiles
  • Not a premium brand? Develop a premium strategy and unlock hidden value

Media Agencies

  • Give your agency a competitive edge – use PREMIUM Profiles in a pitch
  • Get creative guidelines for targeted premium content and creative development
  • Use PREMIUM Pixels to evaluate engagement with online content or campaigns
  • Acquire the ultimate in addressable audiences
  • Plan and buy PREMIUM Profiles via Roy Morgan Campaign Planner
  • Optimise spend by targeting only the Profiles that deliver for your client


  • Offer direct advertisers evidence-based premium audiences – already used by 6 of the Forbes top-10 brands in Australia
  • Monetise your audience share of PREMIUM Profiles, currently invisible to you
  • Use PREMIUM Profiles to develop sections, titles, programs, and digital assets to attract and monetise the most valuable audiences in Australia
  • Use PREMIUM Profiles as a common language with agencies and advertisers
  • Quantify the value of your audiences for advertisers across all industry sectors


Your fully interactive Mapping dashboard makes child’s play of locating your chosen Profiles with surgical precision

PREMIUM Analytics

Analyse your Profiles’ preferences across media, lifestyles, values, attitudes and interests, and in industry verticals including retail, tourism & hospitality, airlines, beverages, finance, automotive, telecommunications, and more


Get to know PREMIUM Profiles via your own dedicated web portal … and watch how they respond, in real-time


Plan and buy PREMIUM Profiles across all media activation channels via our extensive partner network, including programmatic, premium display and video, eDM, mobile, outdoor and letterbox advertising

How does it work?

  • Flag PREMIUM Profiles on your own customer database
  • Discover your Profile’s media preferences, lifestyles, values, attitudes and passions
  • Engage PREMIUM Profiles intimately with relevant hyper-personalised messaging
  • Evaluate the premium ROMI of your digital content & ad campaigns messaging