Brilliant Noise is a marketing and communications partner that transforms businesses through data-led strategy, planning and creative. The agency works with some of the world’s leading brands including adidas, Universal Pictures and Jaguar Land Rover.
Getting to the revealing insight.
For every agency, the ability to profile audiences effectively is essential in acquiring valuable insights into their clients’ target markets. But for David Preece and Nick Siantonas, both Senior Strategists at Brilliant Noise, audience profiling plays a much more important role across their business.
“Audience profiling data is an integral part of our customer planning work”, says David. “If we have new or existing personas to create for clients, we need a structure to build real insights behind them.
The data also gives us the quantitative proof behind our work, which allows us to make that case for strategic and creative solutions for clients.”
"Being able to augment existing personas without having to pay for primary research is amazing."
Backing creative ideas with behavioral data.
For Brilliant Noise, the ability to model personas is a key strength of the platform.
Nick observes, “We don’t have access to user panels and bespoke primary research when pitching or carrying out in-depth research, so we use GlobalWebIndex to model personas and gather insights.”
This capability gives Brilliant Noise the quantitative proof behind their work and allows them to make the case for strategic and creative solutions for prospective clients.
“We have used this data in several pitches - one recently, for example, where GlobalWebIndex acted as the proof point and core of the pitch. We also created and tested personas for this,” says Nick.
Winning new business with data-driven solutions.
- Won new business with unique insight they couldn't find elsewhere.
- Saved time and resource with ready access to robust research.
- Improved targeting with revealing consumer data.
"Data that points to a specific action or behavior is really useful as these are valuable insights for clients."
I don’t think there’s ever been an instance where we’ve thought GlobalWebIndex was going in the wrong direction.