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Kiwi research company teams up with global insights firm for the better of businesses

To help businesses better understand the views of Māori, New Zealand-based research company Horizon Research is teaming up with global data and insights company, Pureprofile.

The partnership will use cutting-edge technology to allow businesses to survey two of Horizon’s consumer insight panels, one representative of the broader New Zealand adult population and a second comprised exclusively of Māori.

From this, businesses will be able to better understand te ao Māori views, especially as Māori culture and economy plays a crucial role in the social and economic success of New Zealand.

The Māori sector grows steadily, with a market value in 2022 at $70 billion and projected to reach $100 billion in 2030, according to Horizon Research Principal, Graeme Colman.

“Through our partnership with Pureprofile, we will deliver valuable, essential insights about this significant economic sector to the wider business community,” says Colman.

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“By engaging with the country’s unique cultural heritage, businesses can build stronger relationships, enhance their brand reputation, and contribute to economic growth and social cohesion in New Zealand.” 

For Pureprofile, this partnership allows for the global data and insights company to reach the New Zealand market, growing its consumer insights panel to become even more global.

In just 12 months, Pureprofile was able to deliver over 2 million surveys for businesses.

 “By harnessing these panels using the power of our Audience Builder platform, businesses can leverage detailed insights in this unique market,” says Pureprofile’s Global Head of Innovation & Partnerships, Young Ham.

“New Zealand, like the rest of the world, is experiencing challenging economic circumstances and is seeing a shift in consumer priorities and behaviours. Local businesses or those looking to expand into New Zealand must be abreast of these changes as they will have a massive impact on strategy and offerings.”

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