The Seven KIWI Kinds

In August 2026, Our Tomorrow and Kantar surveyed 2,501 representative adult Kiwis with a battery of almost 125 questions ranging from their demographics, to their values, beliefs, views and identity, as well as their political opinions on parties and on specific big issues facing our country.

We used segmentation that drew ONLY on people’s values, beliefs, views and identity to find seven underlying kinds of Kiwis who share the same approaches to life, sense of self and opinions about what matters most. This method is based on the work of More In Common in the UK, US and Europe and done with their support.

We then mapped back over their demographic details and political opinions to identify the similarities and differences of our Seven Kiwi Kinds.