What RDA Research does

RDA Research (legal entity Robert Dommett and Associates Pty Ltd), trading as geoTribes, is a Sydney-based private data science firm founded in 1987 that has operated in market intelligence and consumer research for over 30 years. Its core technology combines anonymised market research surveys, Australian Bureau of Statistics microdata, and proprietary synthetic population models — pioneered in the early 1990s and continuously refined — to generate 3M+ synthetic cohorts and 700+ Human Insights variables without using personal data on identifiable individuals. On this foundation, the firm operates two segmentation schemes (geoTribes 15 person-level segments and geoSmart 56 geodemographic segments) and the geoTribes Cloud Services Platform spanning five countries (Australia, USA, UK, Canada, NZ).

The product portfolio covers the full enrichment workflow: Quick Append is a self-serve, pay-per-job portal appending segments and Human Insights variables to survey and customer files at A$0.10-0.50 per record; Living Insights delivers enterprise-scale batch and real-time API enrichment via web and SFTP; geoTribes Explorer provides location intelligence for retail network optimisation and OOH media planning; and geoTribes Intelligence exposes synthetic buyer personas to LLMs (Claude, ChatGPT) via a Model Context Protocol connection for buyer simulation and concept testing. Distribution combines direct enterprise sales, PLG self-serve, Snowflake Data Marketplace, and channel partners including Nielsen CMV, Eyeota, and IVE Group. The firm holds SOC 2 Type 1 certification, reports 100% platform uptime, and operates with a 1-10 person team.

Revenue is generated through a mix of usage-based data appending (A$0.10-0.50 per record), per-report profiling fees (A$200-1,000), enterprise subscriptions for Living Insights and MCP Intelligence, freemium evaluation of geoTribes Explorer, and ad-hoc analytical services. The customer base spans enterprise clients and their agencies, insight managers, retail network planners, survey researchers, and AI/ML teams, with no public revenue or funding disclosures.

Name

RDA Research

Legal name

Robert Dommett and Associates Pty Ltd

Website

https://geotribes.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

1–10 employees

Short description

RDA Research is a Sydney-based private data firm operating the geoTribes Cloud Services Platform, providing synthetic-population-based consumer segmentation (geoTribes 15 and geoSmart 56) and Human Insights data enrichment to enterprise clients, agencies, and AI/ML teams across five countries via self-serve, enterprise, API, and Snowflake Marketplace channels.

Ownership category

akta.pro rank

Product category

Market Intelligence and Consumer Data Enrichment

NAICS

Marketing Research and Public Opinion Polling (541910), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Dataset Discovery, Marketplaces & Licensing (HDAAALAE)

akta.pro secondary industries

Geocoding, Search & Place Data Platforms (BPAMANAC), Data & Analytics Platforms (Data Warehousing, Lakes, Streaming) (HDABAAAF)

Keywords

• Consumer segmentation data
• Geodemographic segmentation
• Data enrichment services
• Market intelligence platform
• Synthetic population modelling

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations

Revenue model

1. Quick Append Data Appending: Pay-per-job data enrichment service appending geoTribes and geoSmart segments plus Human Insights Data to survey and customer files. Priced per record with minimum charges. Consumer segments at A$0.50 per record; datapacks at A$0.10-0.30 per record. Minimum charge equivalent to 2,000 records.
2. Quick Append Database Profiling: Database profiling reports profiling customer segments across Human Insights measures. Base report A$1,000; datapacks A$200-600 each; maximum 20,000 records per report.
3. Living Insights Enterprise Platform: Enterprise-scale subscription packages for bulk data enrichment through web and SFTP interfaces. Pricing based on data volume, processing requirements, and interface usage. Includes fair-use limits for batch processing capacity.
4. MCP Intelligence Subscription: Subscription-based access to MCP Intelligence Portal and API services with usage limits determined by query volume, data complexity, and computational resources consumed.
5. geoTribes Explorer Licensing: Available for personal use and commercial evaluation at no charge. Commercial use beyond evaluation requires separate authorisation and appropriate licensing agreements.
6. Ad-hoc Analytical Services: Customised data analysis, modelling, reporting, and consulting services on project basis. 50% of fees plus disbursements required on commissioning, balance due on completion.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels5 records

Core offering

RDA Research operates the geoTribes Cloud Services Platform, a multi-module market intelligence system built around proprietary Human Insights Data (700+ variables) and two consumer segmentation schemes — geoTribes 15 Segments (person-level archetypes) and geoSmart 56 Segments (geodemographic). Access is delivered through geoTribes Intelligence (MCP/LLM buyer simulation), Quick Append (self-serve pay-per-job enrichment), Living Insights (enterprise batch/real-time API enrichment), Explorer (location intelligence), and Segment Profiler. The underlying data assets are built from anonymised survey responses, government microdata and synthetic population models covering Australia, New Zealand, USA, UK and Canada.

Product overview

RDA Research operates the geoTribes Cloud Services Platform, a multi-module market intelligence system built around Human Insights Data and consumer segmentation. The portfolio includes two primary segmentation schemes: geoTribes Segments (15 person-level archetypes) and geoSmart Segments (56 geodemographic segments), both powered by the underlying Human Insights Data covering 700+ variables. Access is provided through five cloud services: geoTribes Intelligence (MCP-based AI/LLM integration for buyer simulation), Quick Append (self-serve pay-per-job enrichment for surveys and small databases), Living Insights (enterprise-scale batch enrichment via web, SFTP, and API), Explorer (location intelligence and geo-analytics), and Segment Profiler (segment profiling tool). A free Postcode Profiler enables quick segment composition lookups across five countries.

Differentiator

Problem solved

Functional benefit

Brands

• geoTribes Segments: 15 person-level consumer archetypes differentiated by lifecycle stage and socioeconomic status for consumer psychology, preferences and buying decisions.
• geoSmart Segments
• Quick Append
• Living Insights
• geoTribes Intelligence
• geoTribes Explorer

Products and services

• geoTribes Cloud Services Platform Unified cloud platform delivering Human Insights Data and consumer segmentation schemes through multiple access channels — web portals, API, SFTP and MCP — for enterprise data enrichment, analytics and AI applications.
• geoTribes 15 Segments Fifteen person-level consumer archetypes differentiated by lifecycle stage and socioeconomic status (with gender as an additional qualifier), providing precise consumer psychology, preferences and buying decision insights for activation across CRM, research, media, geospatial planning and AI systems. Available across Australia, Canada, Great Britain, New Zealand and the United States.
• geoSmart 56 Segments Proven geodemographic segmentation scheme with 56 segments across 11 groups, capturing cultural diversity and socioeconomic status of the Australian marketplace. Rebuilt every five years using Census data. Distributed through media affiliates and licensed databases (Nielsen CMV, Eyeota, IVE Group).
• Living Insights Enterprise-grade data enrichment platform providing whole-of-base enrichment, profiling, segmentation and analytics through Web, SFTP and API interfaces. Subscriptions priced by data volume, processing requirements and interface usage, with fair-use limits for batch processing and real-time API access. Designed for large customer and audience databases and for providing AI context.
• Quick Append Self-serve, pay-per-job enrichment portal that appends geoTribes and geoSmart segments plus Human Insights Data to survey and customer files, matched by fine-grained location, age and gender with AI-ready profiling reports. Pricing A$0.10–A$0.50 per record for data appending and A$200–A$1,000 for database profiling reports; maximum 20,000 records per job. Available for Australia, NZ, USA, UK and Canada.
• geoTribes Explorer Expert location intelligence solution providing sophisticated geo-analytics, visual mapping, retail network optimisation, trade-area profiling, new-store sales estimation, cannibalisation analysis, whitespace identification and OOH media planning through an intuitive point-and-click interface. Available free for personal use and commercial evaluation; commercial licensing available.
• geoTribes Intelligence MCP connection bringing synthetic buyer personas anchored in real-world geoTribes segments and grounded in Human Insights to LLMs (Claude, ChatGPT) for buyer simulation, ideation, brand and concept testing, and path-to-purchase analysis. Optional calibration to first-party behavioural data; retrieval-only connection keeps data under user control.
• Human Insights Data Data sets built from anonymised market research surveys, government microdata and synthetic population models, covering 700+ variables spanning Consumer Demographics, Household Economics, Motivations & Sustainability (including 47 Motivational Mindsets based on the Schwartz Values System), media consumption, lifestyle interests, LOHAS behaviours, buying behaviours, sporting interests and personal profiles.
• Postcode Profiler Free tool providing geoTribes segment composition for postal areas across Australia, New Zealand, Canada, USA and Great Britain for quick lookups and initial exploration.
• Segment Profiler Detailed profiling tool providing statistical insights about geoTribes and geoSmart consumer segmentation schemes to help users understand segment characteristics and develop communication strategies.
• Ad-hoc Analytical Services Customised data analysis, modelling, reporting and consulting services delivered on a project basis. 50% of fees plus disbursements required on commissioning, balance due on completion.

Quantifiable outcome

• Fine-grained location × age × gender matching provides professional-grade precision vs location-only geodemographic systems
• +2 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

AI capability7 records

Feature6 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Google MapscoreTechnology or IntegrationGoogle Maps API integrated into geoTribes Explorer for location services, mapping, and spatial analysis functionality. Requires compliance with Google's applicable terms of service.
• Nielsen CMVcoreChannel Partner/ Reseller/ DistributorgeoSmart Segments integrated with Nielsen CMV media planning system for targeted media campaigns.
• EyeotaminorChannel Partner/ Reseller/ DistributorgeoSmart Segments available through Eyeota for digital media targeting and audience activation.
• IVE GroupminorChannel Partner/ Reseller/ DistributorgeoSmart Segments available through IVE Group for media planning and audience targeting.
• SnowflakecoreTechnology or IntegrationgeoTribes segments available through Snowflake Data Marketplace for real-time segment appending with zero PII exposure, enriching customer analytics while preserving privacy.
• Australian Bureau of Statistics (ABS)coreTechnology or IntegrationHuman Insights Data built using ABS Survey of Income and Housing microdata and census data as foundational inputs for synthetic population models.
• Australian Bureau of Statistics (ABS)coreTechnology or IntegrationHousehold Economics data constructed using ABS sources including the Survey of Income and Housing for household income, assets, liabilities, and financial stress measures.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Esri: GIS and location analytics platform whose ArcGIS suite addresses retail network planning, trade-area analysis and demographic mapping needs overlapping with geoTribes Explorer.
• Nielsen: Global audience measurement and consumer data company whose Nielsen CMV platform is both an integration partner for and broader competitor to geoSmart/geoTribes in media planning and audience segmentation.
• GfK: Consumer panel and market research firm with established segmentation schemes and demographic data assets; competes with RDA's segmentation and Human Insights Data across multiple geographies.
• Kantar: Global market research and consumer insights giant offering segmentation, panel data and audience solutions; competes broadly with RDA's Human Insights Data and geoTribes segments but at much greater scale.

Direct peers

• Eyeota: Audience data marketplace and data onboarding platform for digital media targeting; both a distribution partner of and direct peer to RDA in audience data licensing and activation.
• Dynata: Large-scale first-party research panel and audience data provider offering segmentation and enrichment services to enterprises, comparable to RDA's consumer data enrichment and analytics offerings.
• LiveRamp (Acxiom): Identity resolution and consumer data platform built on Acxiom's heritage of person-level segmentation and audience analytics, competing directly with geoTribes' segmentation and enrichment proposition.
• Experian: Global consumer credit bureau and audience data provider offering Mosaic geodemographic segmentation and data enrichment across enterprise customers, directly competing with geoTribes in segmentation, enrichment, and audience targeting.
• Precisely (Pitney Bowes Software & Data): Provides geodemographic segmentation (e.g., Personicx), location intelligence and data enrichment software, overlapping with geoTribes' person-level segmentation and Explorer location analytics.

Regional players

• Fiftyfive5: Australian-based market research and customer insights firm serving enterprise clients with segmentation and consumer understanding, comparable to RDA's segmentation and Human Insights offerings within Australia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/rda-research

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about RDA Research