What is a DNA Profile?
Turn a complex world into a strategic opportunity
The Australian Pulse DNA Profile

We know not everyone is the same.  People are different based on their values, where they live, what they like to do and what is important to them.

What is a DNA Profile?

 To make it easier to identify and engage your target audience we have created a simple way to classify them called the ‘DNA Profile‘.

These ‘DNA Profiles’ include the key information about customers that you need, including where they live, their demographics, psychographic insights such as their values and beliefs, and their needs and behaviours.

The Australian Pulse Section Divider

Why DNA Profile?

In addition, our DNA profiling includes NLP Meta-Programs which provide insight into how people process information, helping to understand, frame and predict consumer responses.  

Meta-Programs guide people’s thoughts in terms of what they pay attention to, and so provide vivid insight and context to creating engaging marketing and communications.

The Australian Pulse Neuro-linguistic Programming​​
The Australian Pulse Aust Bureau of Stats Mesh Blocks

Australian Bureau of Statistics

To provide even more in-depth research analysis, the answers to this survey are overlayed with The Australian Bureau of Statistics mesh block data. Mesh Blocks are the smallest geographical area defined by the Australian Bureau of Statistics (ABS) and form the building blocks for the larger regions of the Australian Statistical Geography Standard (ASGS). To read more about the ABS Mesh Blocks, click here. 



Values describe a person’s underlying goals and ambitions, reflecting their core needs and drivers of behaviour, and so they provide a powerful explanation of consumer behaviour. Our DNA Profiles include ten personal value segments, providing a detailed framework with which to understand consumers in today’s increasingly personalised, customer-centric market.


Meta-Programs are mental shortcuts that direct people’s decisions, behaviours, actions and interactions with others. They are often viewed as the software of the brain, and help determine how and what people pay attention to. While many consumer profiles include the outcome of consumer thinking (e.g. consumer interests), our DNA Profiles include six key Meta-Programs that provide insight into the process of consumer thinking. These patterns of thinking help us predict how consumers will respond to different communications approaches, for example:


Our DNA Profiles include lifestyle and interest measures that can be turned into targetable audiences. Using these profiles can help you target your customers and prospective customers by their behaviour and lifestyle characteristics, the key to successful acquisition and retention marketing activities.


How people are consuming media, including digitally, is a key component of the DNA Profiles, enabling you to understand where your target customers can be reached. In addition to what media is being consumed, attitudinal and behavioural measures profile consumers in terms of their interaction with media content and channels.