Understanding your audience is fundamental to effective communication. Our approach to audience insight and focus groups combines qualitative exploration with strategic application — providing the evidence base for PR and marketing campaigns that resonate, engage and deliver.
Whether you’re launching a new product, seeking to shift perceptions, or refining your messaging, we seek to be informed by the audience — be they farmers, food industry professionals, vets, agronomists, technical stakeholders or the environmentally engaged public.
From in-depth focus groups and one-to-one interviews to survey design and sentiment analysis, we uncover the motivations, concerns, behaviours and beliefs that shape audience decision-making. This insight fuels content development and messaging and ensures relevance and impact throughout a campaign.
We believe that insight should inform the communications process and we understand that what motivates an audience can change according to a precise demographic.
There are clear differences in the motivations that drive behaviours across the food and farming supply chain and according to region. This will differ between poultry producers, to beef and sheep or arable farmers, or be they vets or agronomists.
Our audience insight work supports a wide range of objectives, from improving message resonance to segmenting audiences and identifying barriers to engagement.
Our focus groups are carefully designed to draw out honest, useful responses. We create a space for participants to share real experiences, offer constructive critique and challenge assumptions. This helps to understand ‘the why’ behind behaviours — not just ‘the what’.
We moderate groups in person or online, tailoring the format to your audience and topic. Our facilitation techniques encourage rich discussion, uncover insight and spark ideas that might otherwise be missed.
Applied sector expertise
Because we specialise in the agri-food, rural and environmental PR space, we bring an in-built understanding of how to engage with audiences that are often complex, nuanced and varied. Whether it’s the attitudes of farmers to regenerative agriculture, views on sustainable food sourcing, or landowner perceptions around biodiversity policy, we know how to ask the right questions and interpret the answers meaningfully.
Whatever your challenge — from engaging farmers to testing creative concepts or strengthening stakeholder trust, we can help you better understand the people that you seek to reach out to on scale.
Offline marketing and advertising
Talk to us about how Pinstone can help you meet your goals.
