Cultural Cartography
We look into your audience's social feeds to understand their culture, fandom, beliefs, values, content preferences, and spaces they visit.
What is Cultural Cartograhy?
It's a way to get to know your audience's culture, fandoms, values, and affinities, with data that already exists online.
Cultural Cartography is a methodology based on Instagram data. We directly analyze your (target) audience's profiles - especially what they choose to see in their feeds! That's why we get to know them as people, and not curated personas based on a few posts.
For each project, we collect around a million data points. Then, we use our first-party analytics toolkit to turn those boring quantitative numbers into real insights about CULTURE.
Then, we turn those findings into customized & curated reports, delivered as quickly as the next day.
Lego's Instagram Audience and their interests
Their sense of humor
Communities they are a part of
Their professional lives
Where they shop
Physical venues they attend
How they make purchase decisions
How they discover new brands/products/content
Their favorite snacks & treats
How they make friends & where they meet
Their taste in music, movies & TV
Concerts, events and festivals they go to
And so much more…
What can you learn about your audience?
Their stage of life & family status
Their wealth & disposable income
Their politics & causes they care about
The key issues in their lives
Their favorite content formats
Where do they get their news from
All of their interests and hobbies
What are they nostalgic for
Their health worries and concerns
The types of people they trust
Their faith & beliefs
Luxuries they enjoy in life
Do they read & what they read
With million+ data points, we're able to quantify culture hollistically. And not just for the "average" person, but for each unique subaudience, community, or fandom within your audience!
Here is what we're able to find out by looking into your audience's social feeds:
Why it works?
Online content is self-curated - people follow and see what interests them, what they want to engage with, or what stirs their feelings. And then, the more they see, the more engaged they become about these topics.
That’s why investigating the content an audience consumes is the second-best thing to an honest, in-depth conversation.
And it's apparent that our clients feel the same:
100+
3+
Years of fine-tuning
Brands Analyzed
Two Simple Services
That we combine to deep dive into potential audiences, competitive spaces, industires, and fandoms. From top-level overview, to analyses deeper than months of qualitative work.
Available for all brands - even if you don't have a social media following yet!
Culture Maps
Where we break down your audience into affinity-based segments and deep dive into them.
Starting at $949/750EUR (+ an Audience Report)
Audience Reports
Where we holistically analyze the group of people that we sampled.
Starting at $949/750EUR
Examples of our work
Who follows LEGO?
(Audience Report)
UK's Far Right
(Culture Map sample)
Nothing phones
(Culture Map sample)
Click on the images to see our public projects. Note that the culture maps only represent a partial sample of the final output.
Redbull's Fanbase
(Audience Report)
Some of the brands we analyzed & clients we worked with
Our reports in practice
Strategy Foundation
Accelerating Research
Partner & Collaborations
Influencer Discovery
Our most common use case is lightning-fast, in-depth research & audience definition for marketing strategies and campaigns.
We bring a broad understanding of the consumer, with many surprising findings and points of tension. Alongside that, we offer concrete truths about channels (both IRL and ONLINE) the audience uses and the content they're used to seeing.
These two pieces of information are invaluable for good marketing strategies and campaigns that customers love.
We offer our services at a fraction of the cost of traditional methodologies, while delivering findings of comparable depth (and usually much broader scope).
Many of our clients use our work to build and rally around a shared foundation of knowledge, with faster turnaround and smaller budgets.
Similarly, Cultural Cartography is often used alongside traditional qual or even quant, to accelerate the discovery phase and build better interview guides or surveys.
Cultural Cartography is uniquely suited for finding profiles that define your audience. Whether that's their favorite restaurant, local musician, or a podcast they listen to religiously, we're able to discover these unique opportunities.
Most of our reports contain 50+ of these online and IRL spaces where a particular community aggregates. This gives brands a beautiful outline of potential partnerships, collaborations, or marketing channels.
As part of our reports, we highlight key accounts that your audience has an incredibly cultural affinity with. This is especially true for nano and micro influencers.
We've helped brands launch influencer marketing campaigns that resulted in double-digit conversion rates. That's because we're able to find regular people who have immense trust among your audience - but who aren't professional influencers charging thousands for each post.
Let's work together!
Join 50+ brands or a dozen+ agencies who already trust us, and see how we can accelerate your next campaign or research project!