Originally published: ResearchLive, 06 August 2026
AUSTRALIA – The Research Agency (TRA) has developed an insights framework that aims to help brands understand Australians’ motivations, beliefs and values.
Based on an ongoing quantitative survey involving around 3,000 Australians, qualitative interviews and online discussion boards, the ‘Aussie Minds’ framework is grounded in moral psychology and values research and identifies six mindsets influencing consumers in the country.
The research is underpinned by data covering consumers’ media habits, category behaviour, trust, cultural perspectives and preferences and brand expectations, and the company said it can be used to support marketing applications including brand strategy and audience targeting.
The study looks at how Australians orient themselves across four dimensions: content or aspirational outlook on life; traditional or progressive approach to life; mainstream or unique tastes; and community or individual/family focus.
Pureprofile is TRA’s quantitative research partner on the project, while the qualitative partner is Chitchat Research.
