Understanding New Zealanders

Windshift’s expertise lies in understanding New Zealanders and helping marketers and communicators to do the same.  

Based on our  2018 Right for the Times study we have to conclude that it’s hard for most businesses to attract significant new interest from customers.   Our Lay of the Land study reveals that overall, less than a quarter of our businesses are prospering and expanding.

So Where Do You Start?

Understanding New Zealanders is an essential part of building a local business advantage.  But where do you start? How can you get this information if you don’t currently have the budget for an in-depth study of your own?

Our targeted mini reports  offer companies a very cost-effective start point They offer two kinds of insight:

  • overviews of the social landscape and the environment for brands
  • profiles of consumer tribes – people with distinctive relationships to brands and products.

All are based on recent online surveys and other sources of insight such as in-depth interviews. You get up-to-date information at a fraction of cost of commissioning the overall research project that produced it.

Consumer Tribes

If you don’t understand  your customer base, you’re missing opportunities to build loyalty and positive word of mouth – the cornerstone of 21st century business.  If you can’t identify the signature attitudes and values of important customer tribes,  it’s hard to communicate in ways that resonate deeply with them. 

It’s also difficult to bridge the gap between the demographics or  behaviours that define your target audiences, and the living breathing people of your company’s diverse tribes.

But our consumer tribes reports give you easy access to Windshift’s analysis and insight, and reveal  patterns of difference between New Zealanders, in their connection to technology, eco-friendly products or their general values and expectations. 

Understanding New Zealanders : Briefings & Presentations

Our Lay of the Land  presentations provide a more traditional face-to-face opportunity to think about the patterns and trends that underlie consumer choices. They explore  New Zealanders’ values and expectations in 2017 and 2018, and how they’re changing. Perhaps most importantly they reveal the similarities and differences organisations need to take account of in o their communications strategies.

New mini-reports and presentations are added to the Windshift Store all the time. To stay up to date with new releases and updates, join the Windshift Network below.



Face to Face Presentations

Windshift’s Director Jill Caldwell provides interesting and stimulating research presentations to marketers and communicators. There are currently two off-the-shelf presentations available, each designed to fit a one hour time slot.

The Lay of the Land Presentation


The Lay of the Land 2018 Presentation covers these broad topics:

patterns and trends – wellbeing, economics, media & tech
  • What makes people happy? Who has confidence in the country’s direction?  How do we view our personal economic prospects? Where do we get our news and entertainment?
Values and Expectations -social issues, personal values
  • Who do we think we are? What expectations do we have of technology, businesses & brands?  How do we define our personality & identity?
Similarities & Differences- Demographics, social tribes
  • Exploring the differences between city and country, men and women, older and younger people. What we have in common?  Where  we differ and what drives differences between us?

We ran our first Lay of the Land study in 2017, exploring  the mood, values and social behaviour of New Zealanders.  In 2018 we wanted to pinpoint the kind of social changes that are emerging with the change of government.

This presentation  brings together the learnings of more than a decade of social exploration into a focused and comprehensive package.

To organise an in-person briefing  contact Windshift Director Jill Caldwell.  

Or get the mini report here

How to be Right for the Times 2018 Presentation


The 2018 How to be Right for the Times presentation focuses on New Zealand’s most popular brands. It provides a broad overview of the ‘health’ and relevance of  over 70 New Zealand brands.

1. The Top 25 – Who’s in, who’s out? Who’s up, who’s down?
2. Key Decision Factors – What matters most to customers about brands?
3. Winners & Losers – What can the brands that have shifted teach us about being right for the times?

Last run in 2015, this study answers the question: how do we compare to other major brands in our category?  Is our brand doing enough to be relevant, connected and useful to our customers? Does it appeal to potential customers in 2018?  How has this changed since 2015? And most importantly – what should we do differently?

Windshift provides in-depth analysis of the factors that are propelling a subset of brands into the top echelon of New Zealand brands and what you need to do to get there too. For more information please contact Jill Caldwell.

Or get the mini report here.

What Do You Get and What Does it Cost?

Costs for standard non-customised presentations  range from $2,400 to $4,800 plus GST. Where you fall on that spectrum depends on three things:

  • Do you want to keep the presentation [more expensive] or just watch it and take notes [less expensive]?
  • Have you already bought the related mini-report [less expensive – we discount that cost from the presentation]?
  • Where will the presentation be held? [Travel costs out of Auckland are added to the base cost.



Mini Reports

How can you take the guesswork out of attracting and engaging the kind of customers who will help you grow your business? Take a look at Windshift’s Customer Tribes and Overview mini reports. These reports are being progressively launched in mid 2018.

Windshift’s mini reports leap into the vast gap between free information [that takes a lot of time to pull together], and face to face presentations or customised research [that may not yet justify the hefty price tag]. To help get your creative juices flowing, they’re available instantly through Windshift’s Shopify platform.

2018 Customer Tribes Mini Reports

  • Three Technology Tribes [launch date 5 June 2018]
  • Six Customer Tribes [launch date 26 June 2018]
  • Tribes of the 3 Worlds [launch date  3 July 2018]
  • Global Citizens [TBA]
  • Generations and Gender Differences [TBA]

Overview Mini Reports

We bring you the best analysis and insight we have about the way New Zealanders see themselves and their world and the way their views are changing..

Our Customer Tribes Mini Reports are based on up-to-date surveys and observations that explore New Zealanders’ perspectives and expectations. You get easy access to Windshift’s analysis and insight, and learn about the  patterns of difference between New Zealanders. What matters to different people? How do they see themselves?  What do they think of  products and services like yours?

What Do You Get and What Does it Cost?

Each mini report package contains a PDF presentation-style document, comprising  a set of slide images, each with its own written commentary.  The set of slides is also included as PNG images.  The mini reports  each cost  $400 plus GST for a 20-24 page PDF, or $750.00 plus GST with an Excel dataset included.

There are discounts for small businesses – just contact us to register as a small business user.  We can arrange Invoices  and you get your money back if not satisfied – that’s all there is to it!

If you’d like to be notified when new reports are launched, please enter your name and email in the box below.


Jill Caldwell

Jill 20151

I’m Jill Caldwell. I formed Windshift in 2000, after 11 years in the market research industry. I help people in businesses and organisations to understand their customers and audiences, and to build positive relationships with them .

My main focus is on sharing insights into the hearts and minds of New Zealanders with communicators, marketers and customer service specialists. The main formats I use for this are  slide decks and audio presentations.

The raw material comes from large scale  shared research projects – one or two per year – which work on a subscription basis – allowing clients to access information about emerging trends or changing demographics, that they might not do themselves.

I co-wrote 8 Tribes: the hidden classes of New Zealand and I ran a major study of New Zealanders’ values, called The Lay of the Land in 2017. To see what I’m up to this year, please click here.

I formed the Windshift Network to keep people up to date with what I’m thinking and doing. Join the network now [see below] and get my monthly Windshift Observations newsletter.