Jane Q. Public has fragmented. Microtargeting, AI, online communities, voting trends and purchasing patterns create opportunities –- as well as static. Understanding your core audience is paramount. Go narrow and build from there. Or go home.

We start at the end and work backward, defining at the outset who you must reach to succeed. Demographics are just the beginning. From AI-supported and specialized literature searches to pods of video clips that can be repurposed efficiently, we identify characteristics, habits, and especially underlying values that drive behavior.

For an international nonprofit with distinct policy, educational, partnership, corporate, and fundraising goals we identified discrete needs for each audience segment as well as overlapping expectations, leading to greater efficiencies and impact.