AudienceIntelligenceFramework
The Challenge
Regional teams lacked a standardized methodology to understand and segment audiences across different climate narratives. Each team used different approaches, making cross-regional learning impossible and strategic decisions inconsistent.
Approach
- Conducted landscape analysis of existing audience research across regions
- Designed unified segmentation integrating qualitative and quantitative indicators
- Built indicator framework tracking awareness, attitudes, and behavioral intent
- Created standardized reporting templates for regional teams
System Design
- Multi-country methodology for behavioral change measurement
- Policy awareness indicators integrated with campaign metrics
- Qualitative + quantitative data integration pipeline
Data Sources
Outputs
- Quarterly audience intelligence reports
- Regional performance scorecards
- Strategic recommendation memos
- Training workshops for regional teams
Decision Impact
Eliminated need for external research agencies, saving $10K+ annually while improving insight quality and turnaround time
Standardized audience segmentation adopted by 8 regional teams across 20+ countries
Framework directly informed quarterly strategic planning sessions presented to Executive Leadership
Reduced survey duplication across regions by establishing shared methodology and data standards
Adoption & Cadence
Used by Regional Manager, LATAM Director, and senior digital marketing teams. Reviewed at end of each quarter to inform decisions and set goals for the next quarter.
Governance
Owned by Data & Analytics team. Insights presented to founders and executive leadership. Recognized by Executive Strategy Director and Americas Director.
Tools Used
Additional Context
This framework became a shared reference for audience research across regions and reduced duplication in survey design.
Key Innovation
The unified segmentation enabled consistent comparison of narrative shifts over time without losing local nuance.