Audience profiling
Understand your audiences
You need to know who your target audience is, how to speak to them, and where to find them. We help you build a bespoke audience strategy from first principles, based on those objectives.
Which groups could change the outcome?
Which argument lands with each group?
Where do we reach them?
What we run for audience profiling
The population split into the groups that matter for your objectives, using machine learning on a large survey.
Always from first principles
What you getThe audiences that matter
We identify the key strategic groups, defined in simple terms.
What moves them
We find the frames, messages and spokespeople that land with each group.
How to reach them
We tell you where these groups are, both physically and digitally.
“They are our go-to partner based on their expertise, speed and efficiency.”Raj Nathwani, Director of Insight, AMV BBDO
FAQs
Will I be able to identify the same audiences in future research?
Yes. All our segmentations are built to last. That means we share the ‘golden questions’ you need to identify these groups with maximum accuracy and minimum hassle.
Could I build my strategy around existing audiences or segments?
There are infinite possible ways to slice and dice the population, but the best way is to start from first principles, with your own strategic objectives as the foundation.
What makes a Focaldata segmentation unique?
We combine state-of-the-art machine learning techniques with deep understanding of audience strategy, so the outcome is simple even when the methodology is complex.
How do you test messages for each group?
With experiments such as MaxDiff, conjoint and randomised controlled trials, so you see what actually changes minds in each group, not just what people say they like.
What makes a Focaldata segmentation different?
We combine machine learning with a deep understanding of audience strategy, so the result is simple to use even when the method behind it is complex.
How long does it take?
About 10 working days, including fieldwork. [confirm]