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Out of all the words available to describe what we are passionate about, "Audience Strategies" are the two that truly embody our focus and values. Although data, insights, research, analytics, and data science are all useful for understanding audiences in various ways, data's greatest impact is when it's used to be strategic in growing your audience.
Our focus is on building audience strategy capabilities, which include teams, projects, processes, and technologies that help brands grow by developing clarity on who their audiences are and how to engage them better. We've helped Presidents, Prime Ministers, pop stars, DJs, rappers, authors, video game designers, TV producers, luxury goods brands, retailers, consumer goods companies and technology companies, ranging from the world's biggest brands to tiny, pre-funding challenger brands. Along the way, we have developed and refined numerous repeatable tools and techniques that we would love to share. Audience strategies, when they work, are like magic in how they transform both the economics and culture of an organisation.
Data is still in its early stages of being used to understand audiences, similar to the early days of the X-ray, which allowed doctors to understand the body from the inside out. It took 100 years for X-rays to be properly integrated into doctors' ways of working. Similarly, the data revolution is not yet clear to most organizations how it should be integrated into their daily life. We are passionate about helping organizations navigate this process.
We love working with brilliant leaders driven by a vision of how audiences can be more impactful to their organization. By designing the capabilities that they need and helping to implement them in the long term, we make it a reality. If you believe being more strategic about your audience could transform your business, we would love to speak with you.
Our strongest core value is truth. We will be honest about whether we can make a significant difference for you, and if we cannot, it will be our pleasure to connect you with someone in our network who can. We are fortunate to have an incredible network, and two-thirds of our conversations go this way. Connecting smart people brings us great joy, and we are still happy to offer advice and support, even if the bulk of the work is done by another agency.
Five Questions We Love Answering
We love our work. Here are the five questions we're most passionate about helping you answer:
Reach out for more information on any of the above. We are always happy to share examples of our approach.
Meet the Team
We're a small team that loves working together.
David Boyle: David has 20+ years of experience developing audience intelligence and strategy capabilities that changed the culture and economics of the world’s most prestigious luxury brands and some of the biggest entertainment brands in the world. David loves the music industry and developing repeatable, scalable insight capabilities.
Louisa Livingston: Louisa helps companies and brands grow and has worked across Consumer Insight, Innovation and CRM. She has built insights capabilities that help brands make better decisions. From EMI Music to Hachette and Harrods, she has built transformative teams. Louisa's passion is in the fashion and retail industries.
Richard Bowman: Richard has 15 years of experience covering FMCG, media and entertainment industries He has designed and delivered consumer segmentation for some of the world's biggest entertainment brands. Richard works closely with us alongside leading his own business, This Is Insight.
Rufy Anam Ghazi: Rufy is a Music Tech Specialist and Research Analyst with extensive experience in product strategy and music market research. Her background includes impactful roles at Keakie Music and ByteDance, where she excelled in product development and strategic partnerships.
Simon Jacobs: Simon has over 15 years of experience delivering insight and analytics solutions to some of the biggest entertainment, technology and luxury goods brands. His expertise is delivering solutions that make insightful findings accessible.
Eva Szokol-Humay: Eva is highly skilled at setting up, project managing and building analysis processes for complex, multi-country and multi-wave consumer insight initiatives across different industries ranging from the public sector, to international media companies, publishing, technology, education and retail.
Inspiration From All Angles
We help individual brands that want to find growth as well as the next generation of analytics and insight service providers and the next generation of practitioners through leading annual conferences on insight, AI and data science. Together we will move the world towards a better, more impactful use of audience data. If you work with us you get inspiration from our work in every area of the insight industry.
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Strategy + Brands
With a blend of analytics-driven strategic thinking and experience working on audience strategies with some of the largest entertainment and luxury brands across the globe, we at our company bring a unique perspective to our clients. Our team has run insight teams in major global corporations, giving us a deep understanding of how brands feel and what they require to succeed.
Data, Capabilities and Tools
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An Audience Strategy can require bringing together many tools and techniques. Here is an overview of those that we find most useful.
Owned data: This refers to the data that is generated and controlled by you, usually through your digital platforms or apps. Examples include clicks on content, app downloads, engagement with specific features, and transactions made within your app or website. Owned data can provide insights into user behaviour, preferences, and the effectiveness of various marketing or promotional efforts.
Asked data: This data is collected by directly asking audiences for their feedback, opinions, or experiences. This can be done through surveys, questionnaires, or interviews. This is quant and qual research, mostly. But also includes customer satisfaction surveys and Net Promoter Score work.
Gathered data: This type of data is collected indirectly by monitoring and analyzing the online activity of audiences, particularly on social media platforms. It includes social media mentions, shares, engagement with posts, and sentiment analysis of related content.
It is a lot. But don't worry. No brand can do it all. We'll work with your brand to find the right suite for you.
We Believe In 'Informed Creativity'
The difference between success and failure often lies in understanding the role of data versus creativity and expertise in decision-making. We call our approach 'informed creativity'. Here is how we see it:
AI makes us better, quicker and clearer
We embraced the potential of ChatGPT early, viewing it as a powerful tool that complements our expertise rather than replacing it. We use ChatGPT extensively to enhance our work, including project planning, audience identification, survey question creation, and brand adaptation. We'll never upload your name, brands, documents or data. But we're proud that the efficiency of ChatGPT enables us to deliver high-quality work faster and with no additional costs, providing you with quicker, clearer, and better audience insights and strategies.
We want you to be at the forefront of innovation. So we worked with leaders across a diverse range of industries to write a series of books to help you use AI to grow your business: PROMPT: Practical guides growth using ChatGPT. And we've developed training courses that have worked for leadership teams in global consumer goods companies, professional services firms, market research firms, social media networks, and market intelligence firms, among others. With hundreds of satisfied trainees from dozens of companies, we're confident in the transformative potential of our training programs.