A periodic audience review or a change worth investigating
What you bring
Audience scope: The groups, behaviors, or markets to examine. Current and prior evidence: Comparable audience data and research. Planning context: The decisions the review should inform.
Who uses it
Audience or research lead + marketing team
The workflow
From audience changes to planning decisions.
Changes in audience behavior can be easy to miss across separate reports. Bring the relevant evidence into a consistent review so teams can identify questions and adapt their planning.
01
Your team
Define the audience and period
Choose the audience, comparison period, and questions for the review.
Starts with: a defined audience and comparison.
02
AI assistance
Collect comparable evidence
Bring the selected audience data and research together. Flag missing periods or differences that limit comparison.
Produces: a comparison-ready evidence set.
03
AI assistance
Summarize meaningful changes
Describe the observed shifts and draft possible implications. Separate evidence from hypotheses.
Produces: a change brief and questions to test.
04
Human decision
Decide what the evidence supports
The audience owner checks the findings and chooses which changes need action or further research.
People decide: the interpretation and response.
05
Your team
Carry the learning into planning
Save the reviewed findings and owners for the next planning cycle.
Produces: a reviewed audience brief and follow-up plan.
Your reviewer can request more evidence or revisions before the work moves forward.
What comes out
An audience change brief
Change brief
Observed shifts and the evidence behind them.
Research questions
Uncertainty and hypotheses for further review.
Planning input
Reviewed findings and proposed next steps.
Explore related workflows
Build an audience and activation plan
Turn audience evidence into reviewed segments and a distribution plan your team can take into execution.
