Household Demand Data Added to the Audience Finder’s Synthetic Population

What is a Synthetic Population?

The Synthetic Population (Synpop) within the geoTribes Explorer’s Audience Finder allows users to create custom audiences by combining variables across multiple categories. A Synpop is essentially a geographically referenced representation of the entire Australian population, comprising anonymized household and person-level data. RDA builds the Synpop from Census data in a proprietary modelling process which is fully privacy compliant.

How has it changed?

RDA’s Synpop has recently been updated to include a range of household demand data which can now be combined with demographic variables in the Audience Finder to create audience definitions. The household demand data was previously available as data packs in the Explorer and includes categories such as:

  • Clothing
  • Communication
  • Health and Beauty
  • Transport
  • Assets

By adding this level of data, more sophisticated audience definitions can be used in targeted segmentation & coverage analysis beyond simple demographic combinations. For example, the audience definition displayed as a mapping layer below combines:

  • Age: 18 to 34
  • Gender: Female
  • Personal Income: 80,000 – 100,000 +
  • Holidays Overseas Spend: Q4 + Q5 (High Spend)

What can I do with it?

Users can create a library of custom audience definitions within the Audience Finder and use them to generate:

  • Audience Finder Reports: Identify & analyse target audience concentrations within a particular geographic region i.e. Postcodes, suburbs, network locations.
  • Custom Data Pack Variables: Visualize the target audience as a mapping layer or use it as a part of the Explorer’s analytical reports.

If you have any queries about the new data, contact the RDA Help Desk ( or +612 8923 6655).