Finding your audience

Traditional market segmentation based on demographics or online behavior is becoming less effective as privacy concerns and ad-blocking technologies rise. To truly understand your target audience and craft resonant messages, you need deeper insights into their psychological drivers.

We use proven methods to identify the attitudes, motivations, and biases that shape client experiences and outcomes.

Attitude Prototype Mapping is a technique originally developed for clinical psychology that uncovers the different attitudes present within a defined group towards a product, product idea, or broader product category. This method is particularly useful when developing new offerings or refining the marketing of existing ones.

For even more strategic marketing planning, we recommend Motive-Based Segmentation over crude demographic or online behavioral targeting. This research is ideal when you're developing a new marketing strategy in a highly competitive sector.

People make choices, decisions, and respond to different types of messages based on their own, often unconscious, motives - a fact that has been known to marketing professionals for decades. Using internationally proven methods, we uncover the motives of different target groups..

Aligning Your Brand with Purpose and Sustainability

In today's world, consumers and employees alike are looking for brands that stand for something bigger than profits. They want to engage with organizations that share their values and contribute to a more just and sustainable world.

Our brand research goes beyond surface-level perceptions to uncover the deeper meanings and associations that people attach to your brand. We explore how your brand aligns with people's sense of purpose and environmental responsibility, and identify opportunities to strengthen that alignment.

Through brand positioning studies, tracking research, and campaign evaluations, we provide actionable insights to guide your product development and marketing strategies. We help you build a brand that not only resonates with your target audience but also makes a positive difference in the world. Ultimately, creating a purpose-driven, socially responsible, and emotionally intelligent organization starts with leadership.

Our research services can support your journey towards more conscious and human-centered practices.

We explore the role of organizational culture, expectations, and unconscious biases in shaping employee experiences and outcomes. We help you understand how to foster a sense of authenticity, inclusion, and engagement in the workplace. And we identify opportunities to align your policies and practices with your values and purpose.

Through our research insights and recommendations, we aim to empower you to become a thought leader and change agent in your field - creating not only business success but also a more sustainable and equitable world.