Case study – building reputation

The Challenge

Our client’s objective was to change opinions over time, and while we were effectively tracking progress on this, the creative and planning agencies faced two key issues:

  1. The opinions were not aligned to demographics; for example, older males were more likely to appear in both the favourable and unfavourable groups, and so for the planning agency, developing an effective and targeted communication strategy was not going to be achieved using standard methods.
  2. While profiles of the key groups that we wanted to influence was made available to the creative agency, the drivers of attitudes and opinions were diverse within these groups, meaning that understanding the points of connection that underpinned opinions wasn’t possible at the total level, we needed to understand the groups within and what motivated them.

The Approach

We appended Mosaic, a sociodemographic segmentation to the survey respondents. By appending these at a respondent level we could both understand more about the motivations and drives of those with favourable and unfavourable opinions for the creative agency, and we were also able to articulate these groups in such a way that enabled the media agencies to develop a media plan where they knew they were talking to the right people in the right way.

The Outcome

The agencies had a clearer picture of who held opinions and what their underlying motivations were. This in turn enabled them to develop targeted campaigns as well as evaluate reach and frequency against a target group that they knew was the right one and therefore could track progress between survey waves.

The Impact

This approach meant that our client could make better decisions on how to influence opinions based on this deeper understanding. There was a better connection between opinions and media buying which created efficiencies and allowed the agency to course correct and evaluate the effectiveness without having to wait for the next survey wave.

Applying Sociodemographic segmentations to your surveys

What problems are we solving?

  • Media effectiveness – link attitudinal survey segments to media strategy.
  • Customer strategy – greater insights through linking what you know from survey results to your customers (retention) and potential customers (acquisition).
  • Customer centrism – get a deeper understanding of key customer groups and prioritise customer issues.
  • Location decisions – know who lives at your locations and potential locals to better align product and service offers and combine this with survey insights.


  • Insights integration (a common language between your segments, survey insights, media planning and profiling).
  • Understand customer needs (with the help of Experian Mosaic we can survey your priority customers and articulate their current and future product and service needs.
  • New product development (with the help of Experian to understand growth segments we can help you to evaluate the concepts and propositions).