Powering Smarter Market Intelligence

RDA Research helps media, retail and market research organisations navigate fast-changing markets through rigorous, evidence-based insights and advanced analytics.

Led by founder Robert Dommett, the Sydney-based company has evolved from a traditional market research business into a specialist analytics firm focused on synthetic population modelling, segmentation, data enrichment and location intelligence.

“The world has changed a lot in 30 years. We started as a quantitative market research business, but we’ve evolved into a strategic analytics firm specialising in the development, distribution and application of synthetic population models,” says Dommett.

Focusing on Australia and New Zealand, RDA Research’s specialist team of data scientists and developers focuses on delivering sophisticated consumer insight solutions that help organisations better understand customer behaviour and market dynamics.

A key part of this capability is the company’s long-standing partnership with Intech Solutions, an Australian data quality and address validation specialist that provides address parsing, standardisation, geographic coding and data enhancement technologies used by government agencies and major enterprises across Australia.

Intech has been a valued long-term partner, providing the essential geocoding capability that supports application of RDA Research’s market segmentation models and data enrichment.

The partnership began so long ago that Dommett cannot recall its exact origin, but he clearly remembers why it has endured: the quality of the technology, the collaborative working relationship, and Intech’s willingness to support a specialised Australian analytics business.

“At the time, Intech stood out because the software was top tier, the relationship was collaborative, and unlike some corporate-owned alternatives, they were willing and well-prepared to work closely with a smaller specialised company,” says Dommett.

RDA Research uses its synthetic population models to create a comprehensive range of consumer data for market and customer analysis. At the centre of the company’s offering is geoTribes, a sociodemographic segmentation system designed to overcome the limitations of traditional area-based geodemographics.

Built on person-level architecture, geoTribes preserves the gender and lifecycle distinctions that drive real consumer behaviour, delivering 15 precise and culturally agnostic segments optimised for first-person analytics.

Underpinned by a knowledge base of more than 700 validated human insight variables, geoTribes provides organisations with a clearer, more actionable view of customer motivations and decision-making, making segmentation both more accurate and significantly easier to operationalise.

A Vital Component in the Data Pipeline

“We’re a non-PII business, which means we don’t use personal data in constructing our products. We use census data, G-NAF, our own surveys or partner surveys. But we do need to accurately locate aspects of client data, so the main application of Intech for us is appending our segment codes or profiling data to client databases,” says Dommett.

“Intech plays a special role when we need to turn raw address data into geographic codes. It’s a vital component that converts familiar client-side addresses into something our processes can use to append our geoTribes segments and human insights data,” he explains.

“We use it inside our Living Insights application and our Quick Append e-commerce portal. The address data goes through the Intech address parser, gets turned into geographic codes, then our system strips out all personally identifiable information.”

Over two decades, the partnership has provided RDA Research with a dependable and scalable foundation for delivering its analytics and segmentation services.

“Generally, everything Intech has provided for us has just worked. The only recent service event was our migration to a new Linux based application this year, and we got great service from Intech for that,” Dommett says.

“I recommend Intech frequently because they have genuinely supportive management who want us to succeed, and a team that provided excellent technical support during implementation, so everything went smoothly.”

“Intech’s service to us is straightforward and functional. The benefit is simply that it allows us to do what we need to do. Without it, we couldn’t. Intech is a critical component in our data processing pipeline, and it fulfils that role well.”

For more information on Intech Solutions, visit: https://www.intechsolutions.com.au