01Findings
Get closer to the audience.
Explore the language, tensions and rituals in relevant public conversations. Search findings by topic and open the posts and comments behind them.
Cultural intelligence for brand & agency teams
Find your brand’s next cultural opportunity.
Surfaced brings audience findings, answers to your brief and creative directions into one brand workspace. Explore the public conversations behind the research, and use what you learn to shape positioning, campaigns and partnerships.
Built around your brand, market and research question.
What your team can explore
Explore the research.
Build your point of view.
A workspace for the research behind the brief: findings to discuss, assumptions to examine and creative directions to develop.
02Brief questions
Challenge the assumption.
Review answers to the questions shaping your brief. Look at the comments that support an interpretation and the ones that push back.
03Creative directions
Give the work a starting point.
Explore directions alongside source examples and audience responses. Decide what to develop for a campaign, collaboration or partnership.
An independent public research example
One audience.
Different reasons to show up.
Explore how public research on social running could change three decisions for a hypothetical sportswear brand: who to speak to, what to stand for and who to work with.
Editorial illustration created for this page.
The decisions in front of you
Audience strategy
A shared activity can hide different motivations.
In one public running discussion, people describe different relationships with the group: friendships that continue after the run, and friendly company within the activity.
“Then we’d have coffee, drinks, or brunch after runs. It takes one person to offer an invite & that’s all it takes.”
“When i go to run clubs, i go to chat & then go home.”
Implication for the brief
Define the need before choosing the message. Helping newcomers build friendships calls for a different invitation from making casual participation feel welcome.
The label “social runners” leaves an important question open: what kind of connection is someone looking for?
Before you use this
Find out which motivations matter to the brand’s intended audience before treating these individual perspectives as audience segments.
Sources & scope — Audience strategy
This example was researched and written for this page. It is not client work or a Surfaced-generated result. The sources describe selected experiences and organizations; the strategic implications are proposals for a hypothetical brand. They do not establish audience size, demand or campaign results.
- Running together and making friends — the full discussion (opens in a new tab)
The thread contains mixed experiences and preferences. These two comments illustrate a distinction; they do not measure how common either motivation is.
For agency & brand teams
Request a workspace
for your team.
Tell us the brand, market or question you’re working on. We’ll follow up by email to discuss the research scope and access for your team.
- 01Share your research question.
- 02Discuss fit and the scope of work.
- 03Agree how your team will get started.
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Prefer email? hello@surfacedlabs.com