Roy Morgan WorkSpace™
AI-driven content creation, powered by Roy Morgan's unparalleled consumer insights
Unlock Data-Driven Insights with WorkSpace™
Roy Morgan WorkSpace™ empowers marketers with the tools needed to thrive in a competitive landscape. Backed by the voice of 1 million Australians, WorkSpace™ offers unparalleled access to consumer preferences, enabling you to craft marketing strategies that truly resonate. Its user-friendly platform ensures a seamless experience, allowing you to focus on what matters most: connecting with your audience. Backed by decades of consumer research and sophisticated analytical frameworks, WorkSpace™ supports your marketing goals, driving growth and enhancing brand loyalty. Discover how WorkSpace™ can transform your approach to marketing today.
Unleash the Power of Generative AI
Imagine generating a fully segmented audience, highly persuasive copy and a media channel plan in just a few clicks. WorkSpace™ makes it possible. Our AI-powered copywriting tool crafts compelling content for everything from digital ads and EDMs to landing pages, ensuring your messaging resonates deeply with your target audience and drives meaningful engagement. While our intuitive media budget allocation application optimises campaign budgets across media channels for maximum impact. With WorkSpace™, anyone can become a copywriting and media planning expert, effortlessly scaling their content creation and maximising impact.
Simonds Homes Accelerates Lead Efficiency with Helix Personas & Roy Morgan Workspace
The challenge
As AI reshapes digital advertising, Simonds Homes wanted to move beyond generic “home buyer” messaging and answer a key growth question:
Who are our best customers and how can we find more people like them, earlier in their journey?
Specifically the aim was to understand what truly drives their best customers’ decisions, reach them earlier in the home-buying journey with more relevant messages and test whether AI + Helix Personas driven targeting could outperform the usual campaign performance metrics.
Personas driven targeting could outperform the usual campaign performance metrics.
The Solution
Building a Persona-led foundation
Simonds identified key Helix Personas using the Helix Personas Pixel on its website, Persona profiles from its CRM and Roy Morgan’s Live Mapping tool to geo-spatially identify key locations. It used these Personas as a seed audience.
Roy Morgan’s AI-driven Workspace engine was configured with a Simonds company overview, tone of voice, the Helix Personas seed audience and campaign details for Wizard Quiz – Simonds’ lifestyle-based home finder.
From this, Workspace generated:
- Targeting recommendations (postcode clusters, interests, lifestyle affinities)
- Persona-aligned ad copy for Meta and Google, tuned to channel best practice
This shifted Simonds from demographic to psychographic, motivation-led campaigns.
Campaign Objectives & Hypotheses
Primary objective:
Test whether Roy Morgan’s AI-driven Workspace, using Helix Persona targeting and tailored copy could:
- Beat Simonds’ traditional statewide targeting and generic messaging
- Deliver stronger engagement and more efficient leads
Key hypotheses:
- AI-selected postcodes would reduce wasted impressions.
- Persona-informed copy would better match user values and motivations.
- Motivation-led creative would drive higher CTR and lower CPL.
Selected Channels: Meta (early journey, lifestyle/family goals) and Google (high-intent search).
The test ran for one month.
Campaign approach
Workspace-led structure
The pilot centred on the Wizard Quiz, with Workspace producing persona-led messaging (“unlock your dream home”, “personalised design options”) and high-value postcode clusters, applied differently across:
Google Ads
- New campaign using Workspace targeting & copy, with AI-identified postcodes
- Lower budget than Always-On to minimise risk
- Success judged on efficiency: CPC, CTR, CPL, CVR
Meta Ads
- A/B test:
- BAU ad set: Victoria-wide, broad home buyer messaging
- Workspace ad set: top 100 Workspace postcodes + top 5 Persona-aligned copy variants
- Benchmarks: leads, CPL, CTR
The Results
Headline outcomes:
- 2.3x higher conversion rate on Google (Workspace vs Always-On)
- 40% cheaper cost per lead overall (Meta + Google combined)
On Google, conversion rate was the standout:
- Workspace CVR: 15.43%
- Always-On CVR: 6.81%
On Meta, CTR and CPM were similar, but the Workspace campaign converted more users at a lower CPL, showing the impact of better-qualified audiences and persona-aligned messaging. Emotional benefits and personalised design language consistently beat generic homebuyer copy. The campaign also broadened reach into under-served segments.
Simonds Homes Accelerates Lead Efficiency with Helix Personas & Roy Morgan Workspace
The challenge
As AI reshapes digital advertising, Simonds Homes wanted to move beyond generic “home buyer” messaging and answer a key growth question:
Who are our best customers and how can we find more people like them, earlier in their journey?
Specifically the aim was to understand what truly drives their best customers’ decisions, reach them earlier in the home-buying journey with more relevant messages and test whether AI + Helix Personas driven targeting could outperform the usual campaign performance metrics.
Personas driven targeting could outperform the usual campaign performance metrics.
The Solution
Building a Persona-led foundation
Simonds identified key Helix Personas using the Helix Personas Pixel on its website, Persona profiles from its CRM and Roy Morgan’s Live Mapping tool to geo-spatially identify key locations. It used these Personas as a seed audience.
Roy Morgan’s AI-driven Workspace engine was configured with a Simonds company overview, tone of voice, the Helix Personas seed audience and campaign details for Wizard Quiz – Simonds’ lifestyle-based home finder.
From this, Workspace generated:
- Targeting recommendations (postcode clusters, interests, lifestyle affinities)
- Persona-aligned ad copy for Meta and Google, tuned to channel best practice
This shifted Simonds from demographic to psychographic, motivation-led campaigns.
Campaign Objectives & Hypotheses
Primary objective:
Test whether Roy Morgan’s AI-driven Workspace, using Helix Persona targeting and tailored copy could:
- Beat Simonds’ traditional statewide targeting and generic messaging
- Deliver stronger engagement and more efficient leads
Key hypotheses:
- AI-selected postcodes would reduce wasted impressions.
- Persona-informed copy would better match user values and motivations.
- Motivation-led creative would drive higher CTR and lower CPL.
Selected Channels: Meta (early journey, lifestyle/family goals) and Google (high-intent search).
The test ran for one month.
Campaign approach
Workspace-led structure
The pilot centred on the Wizard Quiz, with Workspace producing persona-led messaging (“unlock your dream home”, “personalised design options”) and high-value postcode clusters, applied differently across:
Google Ads
- New campaign using Workspace targeting & copy, with AI-identified postcodes
- Lower budget than Always-On to minimise risk
- Success judged on efficiency: CPC, CTR, CPL, CVR
Meta Ads
- A/B test:
- BAU ad set: Victoria-wide, broad home buyer messaging
- Workspace ad set: top 100 Workspace postcodes + top 5 Persona-aligned copy variants
- Benchmarks: leads, CPL, CTR
The Results
Headline outcomes:
- 2.3x higher conversion rate on Google (Workspace vs Always-On)
- 40% cheaper cost per lead overall (Meta + Google combined)
On Google, conversion rate was the standout:
- Workspace CVR: 15.43%
- Always-On CVR: 6.81%
On Meta, CTR and CPM were similar, but the Workspace campaign converted more users at a lower CPL, showing the impact of better-qualified audiences and persona-aligned messaging. Emotional benefits and personalised design language consistently beat generic homebuyer copy. The campaign also broadened reach into under-served segments.
Scott Heron, Managing Director, Sonar Group says: “The real breakthrough for Sonar was the hyper-local targeting capability. By focusing on postcode clusters where Helix Personas were strongest, we saw significantly higher conversion rates using the Workspace Copy Engine to deliver the campaign messaging.”
Tiffany Husin, Head of Paid Media, Sonar Group commented: “Data-led creative isn’t just smarter, it’s more effective. When we use behavioural and persona signals to shape our messaging, campaign performance lifts naturally. That’s exactly what we did with Roy Morgan’s Workspace Copy Engine, delivering up to 2.3x higher conversion rates at 40% lower cost!”
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Your Choice of 1000's of Audiences
Choose from over 100,000 ready-made and custom consumer profiles using Roy Morgan Single Source, upload 1st party data, such as your customers, or use a Helix Personas profile generated from a web pixel or a catchment area.
WorkSpace™ Does More Than Write
Generate high-quality copy variations, get image recommendations, and receive precise targeting suggestions – all in one platform. Get the complete package with just a few clicks.
Your Brand, Your Voice
Seamlessly blends your brand’s unique tone of voice with the power of Roy Morgan’s extensive data, generating high-quality content that’s indistinguishable from your internal copywriters.
Smarter Marketing Campaigns
Reaching the right audience is becoming increasingly complex. Advertisers must now go beyond reach to earn audience attention and drive engagement. Roy Morgan’s data-driven channel planning tool empowers marketers to make smarter media investment decisions by optimising plans based on actual audience behaviour.
