WPP opens consumer insights and behaviour offering Research Profile to service Qantas’ Red Planet

WPP’s Data and Investment Management group (DIM) has opened a new agency, Research Profile, to service Qantas’ customer-insights and marketing business Red Planet.

Research Profile will handle Red Planet’s consumer insights and consumer behaviour information to help the business inform its marketing and business strategies.

Research Profile services Red Planet (a Qantas Loyalty business) research pane

Rob McLachlan, CEO Data Investment Group, WPP AUNZ, said the group has been working with Red Planet for 12 months to help “refine” its research panel.

“Gaining access to rich profiles and verified respondents coupled with large-scale consumer and B2B reach is increasingly valuable in this market.

“The Research Profile/Red Planet partnership is a significant opportunity for businesses seeking to clearly understand the attitudes, wants and needs of Australian consumers and businesses,
therefore allowing them to make informed business decisions and ultimately deliver greater marketing effectiveness,” he said.

Vaughan Chandler, executive manager at Red Planet, added: “The key differentiators of the Red Planet research panel are its scale and connection to rich insights that provide businesses with unique opportunities for highly targeted sampling in their research and the ability to find insights that are representative of Australia’s population.”


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