The Demographics Group

What The Demographics Group does

The Demographics Group is an Australian professional services firm, founded in 2017 and incorporated as Business Demographics Australia Pty Ltd, that interprets demographic, consumer and social trends for business, government and media clients. The firm is built around three billable principals — founder Bernard Salt AM, co-founder Simon Kuestenmacher and Chief Data Scientist Hari Hara Priya Kannan — supported by Managing Director Sarah Read (Sydney) and Director of Operations Fiona Evans (Melbourne). It delivers work through three interconnected service lines: corporate speaking (keynotes, workshops, boardroom briefings and conference presentations), business advisory (commissioned Demographics Scan Reports, Future Scenario Narratives and bespoke datapacks for strategic planning), and data-driven journalism (bespoke thought pieces for annual reports and client briefings). Underlying technology is demographic and economic dataset analysis — primarily public ABS census, migration and labour-force data — rather than proprietary software or AI platforms, with differentiation sitting in editorial interpretation, bespoke data visualisation and individual reputation rather than in a scaled technology stack.

Revenue mechanics are professional-services based: speaking fees and travel expenses are invoiced after each event on 30-day terms, while advisory and journalism projects move from phone enquiry to Zoom meeting to formal proposal before execution. Named enterprise clients span Financial Services (AMP), Healthcare (HSSO), Government (Rural Councils Victoria), Technology (Xero) and Retail/E-commerce (Amazon Australia), with horizontal segmentation across property, retail, banking, insurance, education, agribusiness, infrastructure and private equity. The go-to-market is reputation-driven rather than product-led: Bernard Salt writes two weekly columns for The Australian and previously contributed to numerous mastheads, Simon Kuestenmacher writes for The New Daily and reaches 35 million people monthly across 700,000 social followers, and Hari Hara Priya Kannan writes a monthly column in The Australian's 'Real Commercial' supplement. Operations are headquartered in Melbourne (Docklands, Victoria) with a Sydney office, and the firm has executed speaking and advisory engagements across Australia, New Zealand, Southeast Asia, China, India, South Africa, the Americas and Europe. No external funding has been raised; the firm operates as a privately held proprietary limited company with founder and management control.

Name

The Demographics Group

Legal name

Business Demographics Australia Pty Ltd

Website

https://tdgp.com.au

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

The Demographics Group is an Australian professional services firm that interprets demographic and social trends through corporate speaking, business advisory and data-driven journalism for enterprise, government and media clients across Australia and internationally.

Ownership category

akta.pro rank

Product category

Demographic Advisory Services

NAICS

Marketing Research and Public Opinion Polling (541910), Advertising, Public Relations, and Related Services (5418), Newspaper, Periodical, Book, and Directory Publishers (5131)

SIC

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

akta.pro primary industry

Audience Segmentation, Demographic & Identity Graph Services (MPABAOAH)

akta.pro secondary industries

Data Journalism & News Intelligence Publishers (Indexes, Election/Market Data) (MPAJADAK), Census, Demographic & Community Health Needs Assessment (CHNA) (HLAJAJAH)

Keywords

• Demographic advisory services
• Social trend analysis
• Corporate keynotes
• Data-driven journalism
• Consumer insights

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Corporate Speaking Services: Bernard Salt, Simon Kuestenmacher and Hari Hara Priya Kannan deliver keynote presentations, workshops, and speaking engagements at corporate events, conferences, and retreats. Speaking fees and expenses vary depending on location. Presenters travel ex Melbourne. Bernard flies business class; Simon and Hari fly economy class. Payment is invoiced after the event with 30-day terms.
2. Business Advisory Services: Advisory projects that assist clients with strategic planning, often with public impact and public communication components. Projects include bespoke analysis, graphics presented in datapacks, and full or partial reports written by the directors. Work begins with a phone chat, followed by Zoom meeting, proposal, and then project execution.
3. Data Journalism Services: Research and writing of bespoke thought pieces for annual reports, client briefings, and project submissions. Bernard Salt, Simon Kuestenmacher and Hari Hara Priya Kannan consider data journalism requests on a case-by-case basis for publication purposes.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

The Demographics Group provides demographic advisory, corporate speaking, and data-driven journalism services to businesses, government, and media clients. Its core deliverables include Demographics Scan Service, Future Scenario Narrative with Graphics, and bespoke Advisory Reports (Datapack) that translate population and consumer trend data into actionable insights.

Product overview

The Demographics Group is a professional services firm offering three interconnected service lines: corporate speaking engagements (keynotes, workshops, conference presentations), business advisory services (strategic demographic analysis for planning and policy), and data-driven journalism (bespoke thought pieces for publication). These services are delivered through five principals—Bernard Salt AM, Simon Kuestenmacher, Sarah Read, Hari Hara Priya Kannan, and Fiona Evans—drawing on demographic and economic datasets to interpret social change for business, government, and media audiences. Deliverables include commissioned Demographics Scan Reports, Future Scenario Narratives with graphics, and advisory datapacks tailored to client needs.

Differentiator

Problem solved

Functional benefit

Products and services

• Corporate Speaking Keynote and conference presentations on demographic, social, and consumer trends delivered to corporate, industry, and government audiences. Variable fees based on event location.
• Business Advisory Demographic and consumer-trend advisory engagements for businesses and government bodies, covering strategy, market sizing, and population-driven insights.
• Data-Driven Journalism Demographic journalism, commentary, and trend analysis delivered to media outlets and editorial audiences.
• Demographics Scan Service Demographic analysis with associated graphics provided to clients to inform location, customer, and market decisions.
• Future Scenario Narrative with Graphics Future-looking demographic scenario analysis presented with accompanying graphics for clients planning strategy or investment.
• Advisory Reports with Bespoke Analysis and Graphics (Datapack) Custom-built demographic reports with bespoke analysis and graphics, tailored to a specific client question or strategic decision.

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Pew Research Center: US-based nonpartisan research organisation producing demographic, social, and media trend reports with high media visibility. Comparable model: data-driven research translated into public commentary, with commissioned-style reports for institutional clients.
• Euromonitor International: Global market research firm producing consumer, demographic, and economic country-level reports. Comparable offering in syndicated and bespoke demographic research for enterprise strategy, though at much larger scale and with broader geographic coverage.
• .id (Informed Decisions): Australian demographic forecasting and community profile consultancy serving local government, planning, and property sectors. Highly comparable given shared focus on demographic data interpretation and bespoke advisory for government and enterprise clients.
• Roy Morgan Research: Long-established Australian market research firm specialising in consumer demographics, social trends, and media measurement. Most directly comparable peer given shared Australian base, demographic focus, and survey-driven methodology serving enterprise and government clients.

Emerging players

• The Australia Institute: Australian independent think tank producing demographic, economic, and social policy research with high media visibility. Comparable in producing data-driven analysis that shapes public commentary, though operating as a non-profit rather than commercial advisory.

Broad incumbents

• Ipsos Australia: Global market research and public opinion polling firm with Australian operations covering consumer, social, and demographic research. Overlaps with The Demographics Group's advisory and consumer trend work but operates at significantly larger scale across multiple research disciplines.
• Nielsen Australia: Global audience measurement and consumer intelligence firm providing demographic, media, and retail data analytics. Comparable as a demographic data and insights provider serving enterprise clients, though operating at much larger scale and focusing on media measurement.
• McKinsey & Company: Global management consulting firm with demographic, consumer, and workforce analytics practices serving enterprise and government. Competes for premium demographic advisory work, particularly in workforce and consumer strategy engagements.
• KPMG Australia: Big Four professional services firm where Simon Kuestenmacher previously spent four years as a consultant. KPMG offers demographic and economic advisory within a broader consulting portfolio, including past media partnerships with Bernard Salt.
• GfK Australia: Global market research firm with consumer and demographic insights practices serving enterprise clients. Adjacent competitor in providing demographic and consumer analytics for strategic planning, though with broader portfolio of research capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/simongerman600
• LinkedInlinkedin.com/company/thedemographicsgroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 The Demographics Group