Audience Mapping


How can we better understand our audiences?

As consumers we are bombarded by more messages than ever before. To cut through the noise, brands need to better understand user behavior and build strategies based on how their audiences consume information.

Developing a detailed picture

Detailed audience understanding starts by defining exactly who it is we’re looking to speak to. We start by defining the psychographic and demographic qualities of our target audience, building a rich picture from the start.

From there, we set out to understand three core areas:

  • Influences: What (and who) are their sources of influence?
  • Passions: What are their passions and interests? How does this overlap with the brand?
  • Time: What are their media preferences and behaviors? Where do they spend their time?

Audience mapping summaries (pen portraits) are a concise way of showcasing data in a narrative fashion. However our analysis goes much deeper, answering key questions including:

  • Audience context
  • Attitudes
  • Interests
  • Brand engagement
  • Media consumption

Ultimately, this data informs content strategy and the selection of a global media partners for client campaigns.

Allison Spray

Global Head of Data + Analytics

Our Audience Mapping news + insights


H+K delivers deep industry knowledge combined with specialist areas of expertise. We understand our clients’ ecosystem and how to engage their audiences.
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Specialist expertise

We integrate core disciplines to deliver deep industry knowledge combined with specialist areas of ‘ideas + strategy’, ‘content creation’ and ‘publishing’.
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