AUDIENCE INTELLIGENCE
Strategy begins with understanding people. We use social listening, audience insights, and research to discover what audiences think, feel, and do. Then we turn those findings into stronger decisions, sharper campaigns and clearer action.
Services within Audience Intelligence
Audience segmentation & archetypes
Motivation-based archetypes that reveal what really drives your audiences, not just what they look like on paper.
Supporter & donor insight
Understand giving behaviour, loyalty, barriers, motivations and lifetime value drivers across your supporter base.
Social listening & conversation analysis
Map conversations, measure sentiment, identify communities and uncover the narratives shaping audience behaviour.
Primary research
Surveys, interviews, focus groups and desk research designed around the strategic decision you need to make.
Message & creative intelligence
Test messaging and creative territories to reveal what resonates, persuades and moves people to act.
Insight in action
Audience intelligence that shapes real strategy.
Audience insight should do more than describe people. It should help teams decide where to play, who to prioritise, what to say and how to turn evidence into campaign decisions.
SteelWatch
Turning the green steel conversation into a campaign for SteelWatch
We mapped the conversation, identified key audiences and barriers, and developed a data-led campaign strategy to build momentum for change across the steel industry.
- Mapped industry and public conversations
- Identified audience communities and narrative tensions
- Informed campaign strategy, messaging and channel priorities
Global Strategic Communications Council
Mapping the conversation around the Women’s Euros for GSCC
We analysed global social conversations to understand fan motivations, sentiment and barriers — helping shape a communications strategy grounded in real audience behaviour.
- Mapped global fan conversations
- Analysed sentiment, barriers and motivations
- Translated audience insight into campaign direction
The Motivation Map
One method. A different map every time.
We don’t force every audience into the same neat personas. We map people against the motivations, barriers and behaviours that matter for the decision in front of you.
Change the lens, and the map changes. That’s the point: the same audience can look very different depending on whether you’re trying to reach them, persuade them, convert them, retain them or move them to act.
Illustrative only. These segments are a sample set — your map is built from your data, your supporters and the decision you need to make. Bubble size = relative audience share.
