Audience Clarity
Who has to move, and what is stopping them. The audience definition every other decision rests on.
Scoped · Timed · Priced before it begins
What it is
Campaigns fail more often on audience than on message. Audience Clarity applies our Audience Clarity Framework to define exactly whose behaviour needs to shift, what specifically must change in their head, and what is currently holding them back. Stakeholder mapping is built in as a diagnostic so the influencers, blockers and enablers around the audience surface alongside the audience itself. You walk away with an Audience Insight Summary, a Barrier Map, and a Stakeholder Reality Map your team can brief against.
Best suited for
Teams with a clear goal but soft audience definitions. Campaigns whose existing personas have stopped holding up in practice. Briefs that need an audience pressure-test before a creative team starts work. Anyone working inside political or institutional environments where stakeholder influence shapes whether the behaviour can happen at all.
Process
How the engagement runs, step by step.
1 to 2 weeks. Gated. Each step signs off before the next begins.
- 01
Intake
A working session with your decision-maker to surface the current situation, context, and constraints.
- 02
Diagnostic
We apply the relevant framework to the material you share and identify what holds and what must change.
- 03
Drafting
We draft the deliverables and review them with you in a single iteration cycle.
- 04
Sign-off
A locked, signed artefact is handed over. Gated before the next phase, or ready to stand alone.
What you get
Signed artefacts, handed over at the end.
- 01Audience Insight Summary
- 02Barrier Map
- 03Stakeholder Reality Map
Framework applied
The InStone toolkit running under the engagement.
We publish the framework names. The internal mechanics stay with us. That is what you are commissioning.
01
Audience Clarity Framework
Pricing
From £8,000
Locked in writing before the engagement begins. No uplifts mid-engagement without explicit scope change.
What drives the price
- One primary audience, up to two secondary (standard)
- Additional audience segments (additional fee per segment)
- Multi-jurisdictional audiences (additional fee per geography)
Common questions
Not as part of Audience Clarity. The framework works from the intelligence you already hold, plus desk research on the public record. For primary research, see the Commissioned Intelligence tier.
It depends on what they are. We review whatever you bring. If your personas hold up under the framework, we use them. If they do not, we write what replaces them and note why.
One primary, with up to two secondaries. Broader segmentation is scoped as a scale-up, with an additional fee per segment.
Yes. The Audience Insight Summary becomes the Phase I audience input on a Campaign Foundations or Full Strategy, with the Audience Clarity fee credited in full against the larger scope.
No. The output is analytical, not validated with target audiences. If you need the audience position tested, commission the Positioning Study under Commissioned Intelligence.
Yes. The Stakeholder Reality Map identifies who owns the final decision on whether the audience can act, who can block the campaign reaching them, and who needs to be brought in operationally. Internal and external figures both appear if both shape whether the behaviour can happen.
Start with a brief
Send a written brief.
Tell us about the situation, the audience, and what part isn’t working. We respond in writing within two working days with a fit confirmation, a locked price, and a timeline. The call comes after. To sign, not to discover.
Related engagements
Often commissioned alongside Audience Clarity.
Goal Lock
What, specifically, must change. One signed-off behavioural goal, in a week.
Narrative Audit
Where your messaging holds, where it drifts, and what to do about it. A diagnostic of your current narrative against our framework.
Campaign Foundations
Direction and Meaning locked. Your team can build everything else from here.