Your Audience. Actionable Now.

An audience strategy is a comprehensive plan for understanding, engaging, and growing your customer base. It goes beyond simple demographics to deeply understand the needs, motivations, and behaviours of different groups within your market.

In today's competitive landscape, an effective audience strategy is crucial for sustainable growth. It allows you to allocate resources more efficiently, tailor your offerings to specific customer needs, and identify new opportunities for expansion.

Now+Next is an advanced audience strategy framework that goes beyond traditional segmentation methods. While traditional approaches often rely on static demographic or behavioural data, Now+Next focuses on understanding the underlying needs and motivations that drive customer behaviour.

A key differentiator is its strategic orientation. It not only identifies current audience segments (Now) but also anticipates emerging opportunities (Next). This forward-looking approach, combined with its emphasis on actionable insights, enables businesses to develop strategies that drive both immediate results and long-term growth.

The Now+Next framework consists of four strategic audience territories:

• Now: Your current core audience actively engaged with your brand
• Next: Emerging audience segments with high growth potential
• Not Yet: Segments that aren't currently engaged but have future potential
• Never: Segments unlikely to convert, helping prevent wasted resources

This is complemented by needs-based clustering and an Opportunity Map that aligns segments with specific business opportunities.

Now+Next combines multiple research methods to build a complete picture of your audience:

• Primary quantitative research: Custom surveys designed specifically for your market, using professional panel research to collect statistically robust data on your audience's needs, motivations, and behaviours.
• Qualitative insight: In-depth interviews and focus groups to understand the "why" behind the numbers.
• AI-powered analysis: We also analyse online conversations to uncover patterns and generate initial hypotheses, which we then validate through primary research.

This combination of rigorous research methodology and advanced technology means you get insights that are both deep and actionable.

Yes. Every Now+Next engagement is designed around your specific business questions and market. We don't use syndicated data or off-the-shelf segments.

Our research is designed from scratch for each client: survey questions, sample design, and analysis frameworks are all tailored to your needs. The result is audience insights that directly address your strategic priorities, not generic market reports.

Now+Next insights can drive cohesive strategies across your organisation:

• Marketing: Targeted messaging, channel selection, and campaign design
• Product Development: Deep understanding of customer needs to guide innovation
• Customer Experience: Personalised interactions and improved journey mapping
• Sales: Strategies tailored to specific segment motivations