Audience & Market Insight
Research to provide valuable market context and amplify audience opportunities.
We help brands to see things from the perspective of the people behind the screens - what matters most to them, what frustrates them, the choices they make and why. We blend what we discover with rich market context to deliver compelling insights and data that enable brands to discover fresh opportunities to add value.
Creating propositions, experiences or content that are both valued and distinctive is not straightforward. Fresh human-centred perspectives and inspiration are vital.
Lean approaches to innovation and brand building have proven to be wasteful and the results often lack enduring appeal. Starting with insight and research data, based on what people value and are looking to achieve, is the smarter approach. A transformative springboard that delivers inspiration, evidence and guidance. That presents brands with a clearer pathway to growth.
1. Navigating markets
Our market orientation research projects provide brands with the data and market knowledge needed to inform and initiate successful strategies.
Robust online surveys and immersive qualitative research with your target audience, are used to quantify and explore current awareness, usage, attitudes and profiles within your sector. We help brands discover gaps in the market, find and profile their target audiences, and understand the competition.
Audience profiles
Understand who the current and prospective users of your product or service are. Identify how many people you can reach.
Usage & behaviour
What are the relevant category behaviours of your audience? Why, how and how often do they engage with your category?
Attitudes & perceptions
Map how they feel about your category, product or brand. What are their expectations? What are the drivers of trial, use, adoption and loyalty?
Competitor insight
Who is your key competition in the market? What are their relative competitor strengths and weaknesses?
Research methods used:
Market surveys
Insight communities & diaries
User interviews
2. Surfacing audience needs
We deliver explorative qualitative research to build a foundational understanding of audience needs (Jobs-to-be-Done), surface opportunities and inspire new propositions.
We use immersive research methods to identify target audiences’ Jobs-to-be-Done, unmet needs and problem spaces, together with the contextual influences that shape choices.
Establish goals
Identify users’ functional Jobs-to-be-Done (goals) and the associated social and emotional dimensions.
Find underserved needs
Discover the solutions used today to achieve their goals, and where their needs remain unmet or problematic.
Map choices
Uncover what audiences see, hear, feel and do as they address their needs and make progress towards their goals.
Test Market-Fit
Explore proposition territories including alignment with user needs and goals. Get feedback to refine and improve ideas.
Research methods used:
Insight communities
Jobs-to-be-Done interviews
Diary studies
3. Prioritising audience needs
Our Jobs-to-be-Done surveys quantify the needs and priorities of target audiences. Providing an understanding of where the opportunities exist to add value by helping users achieve their goals.
We use surveys with either a brand’s target audience or customers, supplemented with actionable analytics, to quantify needs and motivations as well as measure how well they are being served by current brands and solutions.
Identify priorities
Measure the total and relative importance of a functional, social or emotional Jobs-to-be Done.
Measure unmet needs
Which Jobs-to-be-Done are more likely to be unmet and, therefore, present the best opportunities to deliver value to audiences?
Find target audiences
Identify the size and profile of the target audience that align with specific needs and proposition spaces.
Profile audiences
Create profiles of target audience based on their unmet needs, likelihood to use, demographics and category behaviours.
Research methods used:
Market surveys
Customer surveys
Prioritisation analytics
Delivered for impact.
Designed to engage, inspire and leave an enduring impact. We bring customers’ needs and priorities to life. We discover and amplify the best opportunities.
Custom & flexible
Projects aligned to the unique needs of each brand
Full-service collaboration
Get added value at every step from our experienced insight team
Influential delivery
Inspiring insights, actionable frameworks & real-life empathy
Technology enhanced
Tech gets us closer to people’s needs and the moments-of-truth
