Why do we need to go this way?

Change is difficult for any team or organisation, and is often associated with high cost. 

In this episode, Paul Kelly discusses the need to incorporate change to increase profit and how essential shifting to audience first methodology in every sense is how brands will survive and grow in the future.





Dr. James Piecowye: Welcome to know your audience, a marketing mini cast that explores how knowing an audience can unlock greater insights. In this episode, we bring it all together and quite simply make the case for audience first research.

So the question is, why do we need to start thinking about moving towards a more audience-first type of research agenda? 

Paul Kelly: That would be the question, I’d certainly be asking, if I was a CMO or something like that, it’s just gonna cost me more money, right? But No. 

James: More money, more time, it’s gonna cost me more people. 

There’s gonna be people scared that this is gonna eliminate their job.

Paul: I mean, any change that happens, I mean, that’s part of the conversation, right? But when you understand the complexity of an audience, you are better able to move the needles of profit upwards.

Do you know what I mean? So, I mean, that’s the job of marketing, right is to deliver more customers, and hopefully at a higher price, in concert with sales, to help a business move forward, and create their targets and get the results. 

When you understand that an audience for that particular product, thing, service, whatever, is really really complex, then when you better understand them, you are just better able to communicate with them. And that becomes what’s the most important thing moving forward is having that right information, the right data, and the right intelligence, the three layers of things have to work in concert with each other. 

When you do that, in a way that can sort of cut through the noise and get an insight and better able to talk or better able to react or better able to price or better able to distribute or, or you begin to unlock what that audience might do and how they might react, how they become more aligned to what you are. 

And I think, you know, for us from our perspective here at D/A it’s really about for us understanding an Arabic speaking audience a lot better and sort of helping Marketing Leaders make decisions in a way that they can be really confident about what’s happening, what’s going on, and really certain about the recommendations. And that’s because we have a great tool, which is Sila, which is our Arabic lead AI platform. But it’s also about that human understanding. And I want to sort of come back to that all the time is that if you can try and use and remove as many biases in your data collection as possible, and it is that data collection result revolves around an audience, this audience first, and you’re able to solve really complex business problems in a way that you probably are unable to in other ways. You’re able to get solutions to those problems, but they’re not necessarily potentially reflective of what that audience really thinks or feels. And that’s why we advocate this way, particularly as audience first strategy really starts to unlock all of those things in a way that becomes really profitable. In the sense of like, it can reduce your costs, it doesn’t necessarily have to be worried it enhances your job. So people don’t need to necessarily be worried that their function isn’t there. So if you’re an Insights team, it adds a richer vein of insight that you can layer sales data, you can layer shopper data, you can start to layer in even more traditional research methodologies. Like you can enhance them by writing better briefs, you know, just it basically unlocks one thing and that one thing is clarity. 

James: The takeaway from this episode is that the better we understand the complexity of the audience, the better we will be at moving an organization forward in terms of sales, planning, marketing, and more. 

And an audience-first approach may actually enhance what you do and save you money. 

You can get in touch with me across the socials @thejamescast or [email protected] 

Paul: And get in touch with me both through d-a.co or otherwise, email me at [email protected] 

Thanks for listening