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Custom Audience Profiles
Mind-blowing insights into any audience
The success of your agency hinges on your ability to do work that gets results for your clients. To get those results, you need audience insights like you’ve never had before. But the ideal combination of audience insights and useful messaging strategies has been hard to come by. Until now.
Custom Audience Profile
Our Custom Audience Profile (CAP) reports deliver the insights you need for your B2C and B2B clients.They’ll answer virtually any question you have about a target audience, like “What are their hobbies?”. “How much time do they spend on TikTok?”, “Do they care more about discounts or service?”, “How important is sustainability to them?”, and so much more.
With full access to GWI, one of the world’s largest consumer data platforms, and a strategy team that turns insights into action, you’ll get a clear picture of the things that matter to your clients’ audience. Information specific to your creative brief, like the type of messaging that will resonate best, core values your client shares with their audience, who their best prospects are, and where to find them online, is our focus.
The Data
GWI regularly conducts surveys among its 2.5 billion customers on 250K profiling points. With our premium subscription to the platform, we can get answers to your questions and analyze profiles quickly.
Having this information will put you on a level playing field with some of the world’s largest and most influential agencies.
How it works
- You tell us about your clients’ audience profile (up to three segments), ask any questions you have about them, and send us $1,750.
- We research the data, look for insights that could be used to build messaging and differentiation strategies, and send your CAP report with our recommendations within 3-5 days.
Example
The brief:
A vocational school offers specialized training for adult learners seeking a career change or skills development. It caters to adults aged 30–50, employed in low- to midlevel positions, typically in customer service, retail, and manual labor.
profile purpose:
- Gain deeper insights into target audience
- Identify types of messaging and differentiators that will resonate
Basic audience characteristics
Audience Segment 1 of 1
- 30-50 years old
- Likely or very likely to search for a new job in the next six months
- Currently doing semi-skilled manual work
Included to increase the relevance of the profiled audience after initial analysis:
- Reasons for searching for a new job – “I’m not satisfied with my current wage/earnings”
Summary recommendations
When looking at job-changers, the most common motivation by far for changing jobs is the desire to make more money, which aligns with the school’s primary offerings. This attribute was added to the base audience to add further relevance to the profile. Salary will also play the biggest role in their job choice. In addition, they are bored and feel dead-ended in their current company. Highlighting earnings potential and the challenge of learning new skills will resonate well.
A high percentage of this audience are prone to anxiety and tend to self-identify as having mental health conditions. Given they are comfortable discussing their mental health, secondary messaging should focus on advisor support and post-graduation job placement. Many have some experience with post-secondary education, so they don’t need to be convinced of its benefits. Instead, content should discuss advanced skill-related and trade topics. With this group’s propensity to job search via company websites, your client may want to consider co-branded campaigns with employers.
Vocational Prospects
for research than baseline
Information available
We will look at a vast array of data and distill it into insights and recommendations that answer your brief. The information we use to build your CAP includes:
- Demographics (personal, location, finances, household, and family composition)
- Attitudes and interests
- Sports and exercise interests
- Lifestyle patterns
- Work and professional life
- Marketing touchpoints
- Purchasing behavior
- Online activities
- Technology and device usage
- Social media and other media usage
- Gaming habits
PRACTICAL APPLICATION
You can’t always trust your gut
When a bearing manufacturer wanted us to help them launch their ecommerce site, we had to convince their customers—who usually called their sales reps when they needed something—to place their orders online.
Our client thought customers wanted to hear about how easy and quick ordering online would be. The data told us something different.
It said their top personal value was acquiring wealth and influence (we were surprised too) and their top psychological driver was proving their competence and skills on the job (their egos were in charge). So, instead of leading with the typical reasons someone might want to place an order online, we created messaging that 1) addressed their frustrations over broken machinery and the urgency to get it fixed, and 2) positioned the product as an enhancement to their reputation.
FAQ’s
You’re gonna want this
Ready to get your first report? You’ve got options. Whatever you choose, we’ll jump on it right away, because you probably needed it yesterday. Fill out this form, send us an email or schedule a quick call with us.
