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New Zealand Census of Population and Dwellings

Overview
Similar to Australia, the New Zealand Census is taken every 5 years, except the census planned for 2011 was not held due to the Christchurch earthquake on 22 February 2011. New Zealand Census is the most reliable source of demographic information at that point of time. The latest available Census data is from the 2013 Census of Population and Dwellings conducted on the 5th of March 2013.

Demographic information is available at various geographical levels starting from areas as small as a block (referred to as  a Meshblock, the smallest area used to collect and present statistics and is made of about 60 people in rural areas and 110 in urban areas). Meshblocks are aggregated to form larger geographical areas such as Area Units, Territorial Authorities and Regional Councils.

Detailed data for Census years 1996, 2001, 2006 and 2013 is available through Spectrum on the following subjects:

  • Population/Dwellings Counts
  • Age and Sex
  • Cultural Diversity – including ethnic groups, birthplace and languages spoken
  • Marital Status
  • Education
  • Work - including unemployment rates and occupation
  • Income
  • Families – including types and composition
  • Households
  • Transport
  • Housing

Benefits
Franchisors interested in expanding their operations in New Zealand can benefit in the following ways:

  • Data driven approach providing greater confidence in decisions
  • Conduct pre-entry study 
  • Compare and prioritize ‘New Build’ areas
  • Compare specific area demographics to National or State averages
  • Study the trend in demographics of interest (1996, 2001, 2006 and 2013 Census)

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Geography and Mapping

Overview
All statistics collected by Statistics New Zealand are based on a system of geographic units. The smallest unit in this system is a Meshblock. Spectrum has acquired the latest digital boundaries of these geographical units, which can be aggregated to define higher geographic areas such as area units, territorial authorities, regional councils, urban areas, wards and constituencies. 


Spectrum has also acquired NZ Post’s postcode boundaries and street layers which will be used in our mapping. 
Picture
Aerial map of Wanaka area unit and the overlaid meshblocks (Statistics NZ)
These tools together with Spectrum’s mapping expertise can be utilized for the following:

  • Geo-coding addresses to analyse businesses, trends,  penetration and competition 
  • Territory mapping based on demographic data
  • Target market indexing
  • Colour coding demographic data on maps
Benefits
Using its available data and mapping resources Spectrum can conduct pre-entry studies (demographic oriented) including national/state level summaries of target customers, their growth patterns and maps showing demographically rich areas for your products and services. Spectrum can also provide demographic summaries for any area of interest, which can help get a feel of the area and prioritise ‘New Build’ areas

WHY US

20-year experience in strategic network planning and market analysis
4000+ demographic analysis and mapping projects
Provide data-driven solutions/Bring sense to big data
Your insurance to minimize future disputes with franchisees
Focus-Listening-Expert-Practical

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  • Spectrum Analysis have serviced Specsavers for over 4 years. Before appointing Spectrum Analysis we attempted to find a supplier that could deliver tailored geo-mapping solutions to fit our business requirements, yet were underwhelmed with the services available in the Australian and New Zealand markets.

    Since appointing Spectrum Analysis we have gained vital intelligence across our retail and competitive landscape; they have given us the building blocks to create strategic marketing plans with accuracy, relevance and insight. The customer service Spectrum Analysis delivers is always of the highest standard and they always set out to achieve a solution that fits the business requirements"

Julian De Bortoli

Head of Nordic Marketing
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Specsavers
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“Spectrum Analysis undertook a major project for us in New Zealand in 2011, and have been working with us ever since in analysing potential BurgerFuel locations to allow us to proceed with the site leasing decisions. They have also provided great shopping strip advice for our next foray into Australia.

Peter and Melinda understand exactly what we require, and have made it so much easier to decide on new stores. Melinda acts extremely quickly to our requests, allowing us to commit quickly which can be an issue with Landlords in securing new stores". ​

Craig Notman

General Manager
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Australasia BurgerFuel

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“I have known Peter for over 10 years and regard him as foremost expert in the field of demographic analysis for franchise networks. We have enjoyed a commercial relationship for most of this time and have always found Peter and his team to be highly conscientious and sensitive to the needs of their clients.

Peter draws on his own extensive practical experience from his previous corporate roles in site selection, plus applies the latest analysis methods to highly complex data to make sense of markets to help franchisors and franchisees make sound decisions". ​

Jason Gehrke

Director
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Franchise Advisory Centre

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​“The Spectrum Analysis team fully understood the brief and took the time to guide us through the initial proposal to really drill down to the specifics of what we wanted to achieve. Further to this personal service, they invested their time to get a proper understanding of our current successful franchise model to use as an important building block for our future planning process".

"The level of professionalism from the whole team with updates and briefings along the way leading up to the delivery of a comprehensive Market Analysis and associated site selection forecasts has been second to none and has left us with no unanswered questions"

David Fahey

National Franchise Manager
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Pedders Shock Absorber Service Pty Ltd

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