Audience insight
Understand how customers and target audiences actually evaluate, compare and choose. Then build your commercial strategy around it.
Understand how customers and target audiences actually evaluate, compare and choose. Then build your commercial strategy around it.
Your marketing is working harder than it should because the foundations are not clear enough
We’ll clarify your purpose, pinpoint your target audience and highlight what they want from you. We’ll make sure you’re telling a compelling brand story to attract and engage your customers, setting you apart from your competitors. If needed, we can also review your brand identity and make sure it’s creating the right impression, in step with your brand story.
We look at the full picture, not just the research
Most organisations have more audience insight than they realise. It sits in sales conversations, CRM data, customer feedback, support patterns and the instincts of the people closest to the market.
But existing customer knowledge only tells half the story. Understanding the audiences you want to reach, how they evaluate options, what builds trust and what language resonates, is what turns activity into traction.
We combine what you already know with structured research and senior strategic expertise to build a clear, evidence-based picture of your customers and target market that directly informs positioning, messaging and growth strategy.
When this matters most:
How we work
Foundation audit | A structured review of your existing audience research and brand assets. We assess what you have, whether it is strong enough to build strategy from and where the gaps are. A good starting point if you have existing materials and want clarity on what is fit for purpose before committing to deeper work. |
Audience discovery | The core insight programme. If you are making strategic decisions without a clear, evidence-based view of who your customers are and what drives their choices, this is where to start. Insight identification and gap analysis – uncovering what insight already exists across your business and where the commercially important gaps are. Voice of customer harvesting – real language and perspectives from customers and target audiences, captured through structured interviews and internal data review. Not assumptions. Not aggregated generic data. Audience and ICP segment definition – clarity on who your ideal customers are, defined by what drives their decisions, not just firmographics or job titles. Segment-level DNA profiles – motivations, language, objections and buying triggers. In your audience’s own words. Optional: discovery interviews, segment journey mapping. |
Brand foundations | Once you understand your audience, this translates that understanding into clear brand direction your team can use every day: positioning, messaging and tone of voice that resonates with your target market and sounds like you. Brand positioning and messaging – a clear articulation of what you stand for and how you communicate value, grounded in what your audience actually responds to. Segment-aligned messaging – how your message adapts for different audiences without losing coherence. Tone of voice guidelines – practical guidance your team can use immediately (we can also help you embed this in your AI tooling) Requires audience discovery outputs or equivalent existing insight. |
Foundations bundle | Audience discovery and brand foundations delivered together. If you are starting with limited insight or unclear positioning, this is the fastest route to strategy grounded in real audience understanding. |
The outcomes
- Confidence you are targeting the right market and evidence to back it up
- Positioning grounded in what customers actually think, not assumptions
- Messaging that is consistent across sales, marketing and leadership
- A clear strategic foundation that makes every subsequent marketing decision more efficient
- Language and evidence to make the case internally, whether to your board, your CEO or your investors
Frequently asked questions
How is this different from market research?
Research agencies collect data and deliver a report. We connect audience understanding directly to positioning, messaging and go-to-market decisions. We also draw on internal sources,sales data, CRM, support conversations, team insight, that most research agencies would not access.
How long does a project take?
Most engagements run across 4 to 8 weeks. A foundation audit can be completed in 2 to 3 weeks.
Do I need audience discovery before brand foundations?
Brand foundations require audience insight as an input. If you already have robust, recent research we can absolutely work from that. Otherwise, audience discovery or the foundations bundle is the recommended starting point.
Can this work alongside our existing agency?
Yes. We work upstream of execution. The strategic direction we develop gives your agency a stronger brief, making their work more effective and your spend more efficient.
How we add value for our clients
Success stories are best told in the words of their subjects. Here’s what some of our clients have to say about working with Open Velocity.
