EVENTS AND TRAINING

AANA Webinars

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AANA Webinar – Aussie Minds presented by The Research Agency

19 August 2026 | 01:00 PM – 02:00 PM | Online

Australians see the world differently. The challenge for marketers is knowing how to connect with them in relevant and meaningful ways.

Too often, audiences are defined by demographics: age, income, gender or life stage. But people who look similar on paper can bring very different values, motivations and expectations to brands.

Launching at AANA RESET, Aussie Minds is The Research Agency’s new framework for understanding Australians beyond demographics and beneath behaviour. Grounded in moral psychology and values research, it reveals the MindSets shaping what Australians trust, value and respond to.

Based on an ongoing national study of 3,000 Australians (and counting) Aussie Minds identifies six distinct MindSets, each with its own trust code, tension, and brand implications. It gives marketers a more human and commercially actionable way to understand audiences across brand territories, communications, customer experience and innovation.

In this webinar, researchers at the heart of the project will introduce you to the Aussie Minds research – and the six MindSet profiles of Australia.

Be among the first to learn:

• Why demographics alone are no longer enough to understand Australian consumers.

• The six MindSets shaping how different Australians feel, think, choose and respond to brands.

• How to use Aussie Minds to target smarter, create relevance and connect with confidence.

Join Terri Hall, Managing Partner, Ngaia Calder, Group Business Director, and Charlie Mitton, Senior Qualitative Lead, as they reveal what Aussie Minds tells us about Australians today. Discover how the framework can help you build brands that don’t just reach Australians – but genuinely connect with them.