Insight & data

Get closer to our audiences, and yours

Understanding our audiences is central to who we are, and a fundamental pillar in our continued success. As a specialist content producer, we need to see the world through our audience’s eyes, connect with their passions and anticipate purchasing habits.

We use a wide range of research methods – demographic profiling, audience tracking, surveys and focus groups – to monitor the changing needs and attitudes of our audiences. And that valuable consumer insight continually inspires new creative ideas, product developments and fresh ways to engage people.

Our audience data can help our partners refine their marketing propositions and deliver hyper-targeted campaigns. And we can apply the same skillset to your own audiences, using qualitative and quantitative methods to help you develop the right content for sales, loyalty and growth. Whether you want to target a key demographic, understand product propensity or test consumer attitudes, our data and insight team can help you build your business case.

Key facts


Individuals on our consumer insight panel

No 1.

For UK craft research and insight


Engaged subscribers across our portfolio

Our services include:

We can provide unique, detailed insight for our partners in a number of ways

Ask our panel

Our subscriber and audience panels cover a range of special interest areas, and are a true gauge of the market – now and in the future. Get the insight you need for product development or marketing strategy.

Sector intelligence

We produce regular original research into key verticals and consumer trends, including our biannual Craft Intelligence review of the UK craft market, and analysis of digital media for membership organisations.

Qualitative product testing

We conduct focus groups, surveys and reader panels for clients to develop and improve their own content, ensuring our creative work is based on what really matters - the opinion of real readers and users.