What does your audience really want (and how to give it to them)

We love data at bak but to really understand your audience we believe that you’ve got to dive deep behind the numbers to understand what makes humans tick.

Behavioural science teaches us that as a species we do a lot of post rationalising, that is act instinctively then think of reasons why we did something. Think of all the times you’ve made some impulse buy online and then consigned the offending article to the back of the wardrobe. What could have possessed you to buy the canary yellow, vintage fedora in the first place? Perhaps it made you feel powerful or nostalgic or visible or seemed like a bargain. The same goes for voting behaviour or to which charities we lend our support and hard earned money. The data’s important but we can never forget the emotional triggers that power individuals’ choices. In all our campaigns, emotions play a vital part. Whether it’s making empathy and kindness a key part of our film campaigns for The Welsh Refugee Council or creating a sense of community through passion and pride at Wal Goch.

People want to feel something (“Make ‘em laugh/Make ‘em cry!”), They want to see themselves reflected in our story telling. They want a reason to believe and then a reason to justify.