Audience Insights, Clear Opportunities

GOAL // Understand the Audience & Identify Opportunities

GOOD & Upworthy have millions of followers on social media, but wanted to understand  their audience's deeper interests . Their goal was to engage with super fans and also explore what drives people to go beyond a "like" and take action.

APPROACH // Going deep with the internal team first for more fruitful research 

After conducting stakeholder interviews with several key staffers at GOOD & Upworthy to understand goals, questions, and hypotheses, we designed a custom survey to illuminate who the audience is and what they most care about. The data dispelled some myths about segments, and shone a light on big opportunities. 

We went beyond numbers and into nuance with individual qualitative interviews. These uncovered the "why" behind survey responses and gave important personality and texture to GOOD & Upworthy's fans. 

IMPACT // Finding the Intersection of the brand and the fans

GOOD & Upworthy learned that their audience wasn't exactly who they thought, and also discovered that they had permission to extend their offerings with their current fans in a few exciting areas. 

With hard data, inspiring qualitative quotes, and creative territories to bring the opportunities to life, the team was able to envision and evaluate a path forward.

"Deep expertise, ideas, and an ability to execute that delivered beyond expectations. This reshaped our view of our audience. We're grateful." 

- General Manager, GOOD & Upworthy