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Digital Marketing Audience Research

Know Thy Audience: it’s the first rule of digital marketing.

Whether you’re a startup that needs help defining your core audience, a scaleup flexing into new markets or an established business that wants to reassess and refocus, our rigorous audience research can provide you with a clear strategic direction and the data to back it up.

Quantitative and Qualitative Audience Research

Quantitative: comprehensive survey software

We use a survey-led audience insight tool called GlobalWebIndex as the backbone of our quantitative audience research. Each quarter GWI surveys around 650,000 consumers across 47 countries – representing 2 billion people globally. By building our own audiences to reflect your target customer, we can assess their attitudes, interests and behaviours to build up an accurate profile of their digital habits.

Qualitative: user interviews

If you really want to deep-dive into the experiences of your target audience, face-to-face (or at least screen-to-screen) user interviews are a great way to ask exactly the questions you want answered. Our UX experts are skilled interviewers and know just the right questions to ask to identify a user’s wishes and pain points.

Why you should worry about this service

1.

Product development and brand positioning

If you are at the very start of your project, audience research can be an excellent tool for refining your proposition or prioritising which products/services to launch with.

2.

Persona development and channel strategy

Personas are the distillation of audience research, enabling you to develop a strategy that talks to them in the right place at the right time with the right message. But you may not find all of your audience on the same channel. Developing a smart persona-based channel strategy can make your acquisition more efficient and get the most out of your budget.

3.

Tone of voice and messaging strategy

The motivations, attitudes and values of your audience uncovered in the research can be used to inform which buttons to push when you communicate with them, wherever they encounter your brand.

4.

Paid media targeting

Information about each audience, including demographic, attitudinal and behavioural insights, can be used to refine the audience targeting on PPC and Paid Social.

Frequently Asked Questions

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