How do you Define a
Multi-faceted Group?
Start with what you know…
Challenge
Civil engineers are comprised of multiple professions, making it impossible to pin down traits based on profession.
Common denominators between engineers, site-workers, managers and other involved audiences were needed for a solution that resonated across audiences.
Approach
By cross-referencing multiple signals from education levels to tech applications in work life and core interests allowed us to puzzle together clear audiences and personas for each group.
Mapping out each group’s behavior and indexing allowed for a comparative analysis of resonant topics and a roadmap for communication
Results
A clear 15-page report containing key data and insight on the various audiences.
4 core audiences applicable for strategic and creative solutions
Mapping of similarities and distinguishers between audiences
Relevant engagement channels and communities applicable for media and communication plans