Audience Enlightenment:
Real people perspective
Providing a deep and authentic understanding of a client's audience is at the heart of what we do. Uncovering mind-sets, moods, motivations, desires and aspirations, as well as identifying the triggers to their attitudes and actions is invaluable to success.
With open minds we explore an audience’s joys, hopes, fears, drives and emotions in an area, and identify the key insights that help a brand engage effectively.
We create qualitative typologies to bring these audiences and the key issues to life.
Some recent experience
Electric Riding
Pan-European project exploring attitudes towards EV motorcycles. A mixed methodological study spanning online ethnography, offline ethnography and individual depth interviews to understand barriers and motivations towards going electric amongst early adopter EV riders and hesitant ICE riders.
Wellbeing Weight Loss
Exploring the benefit of psychological approach to weight management among an audience shifting away from calorie counting and traditional dieting in a new world of well-being not just weight.
Millennial Drinkers
An exploration of sober socialising among millennials across the US, revealing changing attitudes to drinking and trend towards well-being and more considered alcohol consumption.
How we do it
We choose the methodology that will get the best results. We think about the people taking part: we design approaches and techniques that are supportive of the participants and project objectives.
Focus Groups
Dynamic environment of a group stimulates people to open up about their behaviour, what matters most to them and deliver as well as exploring their feelings, motivations and perceptions of relevant brands. Enabling techniques are always designed specifically for the objectives, category and audience.
Online Pre-tasks
We always recommend an online pre-task prior to the face-to-face sessions to capture insight about their current and historical engagement with the category/brand and attitudes. Ideal for audience enlightenment with video or photo tasks, brand mapping and brand projective exercises.
Participants are able to accurately recall and record their information in their own time, helping to ensure nothing is missed in face to face interview. It also frees up time in the interview to explore feelings and motivations, and not get bogged down in capturing contextual information.
Individual Depths
Core method central to audience understanding. Designed to ensuring focus on the individual; their desires and aspirations, motivations and anxieties. Perfect when there is a need to capture individual stories, and any subjects where a group discussion could encourage posturing or reserve. Can be run online or offline.
Ethnography
Participant observation enables researchers to immerse themselves in the lives of consumers, exploring experiences, not testing hypotheses. Observing people up close in their own environment provides in-depth insight into their cultural context which can springboard strategic thinking.
"Scout were outstanding, organising a multi-market study investigating our key audiences, and then bringing them to life with valuable typologies borne out of scrupulous analysis."
Rittu C Joseph, Marketing Director, TVS Motorcycles
Need help with a project?
We're ready. We'd love to talk.
sam@scoutresearch.co.uk
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