Creative Facilitation: Brand

Insight & Targeting

How to engage with real lives

When we launched in 1996 we waged war on the then-prevalent idea of the target consumer as a kind of mindless happy eater hooked on the line of a brand’s promise.

Now the focus is engaging people holistically, which changes this consumer model completely. ‘You get less of a rational calculating machine’, Rory Sutherland argues, ‘than a kind of anxious, moralizing, herd-like, reciprocating, image-conscious, story-telling game theorist’. The key to targeting is deeper insight: having multifaceted ideas that will stick like velcro to much more complicated, speeded-up and interconnected real lives.


The Insight & Targeting Strategy Program:

  • Focuses 100% on real lives
  • Explores where macro and micro consumer trends are headed
  • Thinks beyond the confines of conventional insight and targeting thinking by engaging with cutting-edge journalism, psychology and business thinking
  • Guarantees the relevance of insight and targeting by engaging consumers in all the different contexts they connect with a brand and its category
  • Develops 100% bespoke research and insight-development methodologies, transcending the tired qualitative/quantitative dualism
  • Enables the direction of communication strategy across all media

The Insight & Targeting Strategy Process:

  • Journalistic interviews with people in all the contexts, real and virtual, in which they perceive or touch a brand
  • Analysis of current key insight and targeting thinking e.g. brand and category architectures, research and insight papers, target audience definitions
  • Identification of relevant insight-in-targeting models of other brands, across all media, from conventional to social
  • Facilitated stakeholder workshops to develop possible insight-in-targeting models, applying best practice, building action plans, and responding to issues and changes as the plans are implemented
  • Using existing and bespoke research to develop and verify the best of the possible models, then developing the optimal insight-in-targeting model
  • Development and use of an agreed dashboard of measures