The Audience maps stakeholder segments to identify who to target and what tension to address. It uses four strategic lenses that examine how people make decisions, not just who they are. Demographics describe audiences. The Audience reveals how to persuade them.
Define your audience segments with rich context: motivations, barriers, media habits, and decision triggers. Each segment builds on the problem reframe from The Story.
Analyse each segment through four strategic lenses: category entry points, information needs, trust signals, and behavioural triggers. Understand how your audiences decide, not just who they are.
Identify the single audience tension that your communications strategy will address. This forced output carries forward to The Message, ensuring every subsequent decision serves a real human need.