‘A significant leap forward’: MFA and Roy Morgan team up to close diversity gap in market research

The Media Federation of Australia and Roy Morgan have joined forces to overhaul the way Australian demographics are captured in market research, aiming to help advertisers better reflect the country’s growing diversity.

In a first-of-its-kind partnership, the MFA's Diversity, Equity & Inclusion Advisory Council and Roy Morgan will introduce new survey questions to its Single Source dataset, expanding coverage across cultural backgrounds, health conditions and neurodiversity. Later this year, Roy Morgan will also add insights around cultural and language media preferences.

The initiative, described by key leaders as a "significant leap forward," is designed to give brands and agencies better tools to connect with the full spectrum of modern Australian audiences.

“This is a game-changer for media planning - and a win for brands, agencies, and audiences alike,” Luisa Dalli, strategy director at Havas Media, said. “By making sure our media data includes everyone, we’re giving advertisers the tools to create campaigns that speak to all Australians.”

The project was led by MFA DE&I Advisory Council members Elena Giannini, Katy Eng, and Dalli, with strong support from the MFA Board. Publicis Groupe chief media officer Imogen Hewitt and GroupM ANZ CEO Aimee Buchanan were instrumental in brokering the partnership with Roy Morgan.

Roy Morgan CEO Michele Levine said the collaboration was a critical step forward for the research industry.

“Ensuring that all Australians are represented in Roy Morgan Single Source is a critical first step - and one we’re committed to making a reality,” Levine said. “We’re opening up deeper access to our data and introducing more nuanced questions, empowering advertisers to reach Australia’s rich mix of communities and subgroups - using the right channels, in the right ways.”

The new dataset improvements are supported by Roy Morgan’s recent return to face-to-face, address-based interviewing, which the company said is crucial for accurately capturing hard-to-reach and diverse populations.

“This is a significant leap forward, signalling that diversity profoundly impacts media and creativity," Katy Eng, national head of OMG Diverse, said. "By unlocking insights that lead to diverse media solutions, our clients will expand their reach and deepen attention with millions of Australians.”

The MFA represents more than 90% of media agency billings in Australia and said the initiative was part of its broader "We Are The Changers" mission to drive meaningful industry evolution.