Global data and insights company, Pureprofile Limited, has partnered with New Zealand-based research company, Horizon Research provide greater insights into the New Zealand Māori population.

Pureprofile’s Audience Builder technology will be combined with Horizon Research's consumer insights panels, enabling businesses to survey two of Horizon’s consumer insights panels, one representative of the broader New Zealand adult population and a second comprised exclusively of Māori.

Principal at Horizon Research Limited, Graeme Colman, said: “Through our partnership with Pureprofile, we will deliver valuable, essential insights about this significant economic sector to the wider business community. 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.”

Members of Horizon Research Limited will be able to conduct a greater number of surveys and earn gift cards redeemable at over 30 retailers. The partnership aims to provide businesses with more insights into the views of Māori, a sector that continues to grow steadily, with its NZD 70 billion 2022 market value estimated to reach NZD 100 billion in 2030.

Horizon will continue to service its own research clients, while the partnership strengthens Pureprofile’s ability to deliver large-scale quantitative research projects in New Zealand. Pureprofile has over 24 years of market research expertise across the globe and continues to grow its consumer insights panels at scale. In the past 12 months, the Audience Builder platform alone has delivered over 2 million completed surveys.

Global Head of Innovation & Partnerships at Pureprofile, Young Ham, said: “We are thrilled to partner with a leading entity in the New Zealand research space. Horizon Research has an exceptional track record and provides high-quality consumer panels. By harnessing these panels using the power of our Audience Builder platform, businesses can leverage detailed insights in this unique market. 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.”