Understanding Audiences

Understand how people actually experience your space, story, or system

See how your work actually lands with the people it’s meant to serve.

This is applied cultural research: a blend of qualitative insight, field listening, and narrative strategy. We help mission-driven teams—nonprofit or ethical for-profit—understand what’s really going on within their audience, message, or mission. By turning lived experience into clear, story-rich analysis, we support grounded decision-making and resonant strategy.

🧠 Sample Projects

In-Context Evaluation for a Regional Arts Venue
Observe visitor flow and spatial behavior during a multi-week exhibition to surface friction points in layout and engagement, informing design decisions for future events.

Program Audit for a Bilingual Community Clinic
Combine staff interviews and on-site observations to map how clients experienced signage, services, and environment—leading to small design shifts with major clarity impact.

Pilot Walkthrough for a Social Finance Startup
Conducte an in-person walkthrough and user testing to evaluate emotional tone and accessibility of a mobile onboarding flow for first-generation wealth-builders

🔍 What It’s For

Track emerging cultural, behavioral, or sector shifts using interviews + media scan
Combine interviews, notes, or survey data into a unified human-centered story
Surface real barriers and cues for inclusion in service or program experience
Align internal or public messaging with the lived culture of your audience

📦 Deliverables

Research brief + framing questions
Stakeholder interviews or digital ethnography
Thematic synthesis report with quotes and narrative clusters
Visual cues: spectrum, journey map, or cultural positioning guide

Timeline: 2–4 weeks
Pricing: $2,000–$6,500
Pulse Check available: $750 (1-day study + 2-page memo)

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🔗 Example Projects

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