Services
Intelligence
Your audiences have lives, habits, communities, and interests that exist entirely outside your category. They might be deeply into cycling. They might subscribe to a finance newsletter that has nothing to do with your industry. They might trust a podcast host who has never mentioned your brand. None of that shows up in an ecosystem map — but all of it is where they are.
Audience IQ™ is how we find your audiences where they actually live, not where we wish they were. Using click stream data, commercial-grade demographics data, local digital signals, and trend research, we map the real affinities, media consumption habits, social behaviors, and cultural interests of the people you need to reach. Then we figure out how to get there.
Your brand ecosystem and your audiences are not the same thing.
Connecting with Audience Ecosystems
Connecting with Audience Ecosystems
Before we can connect with an audience, we have to understand something important: your audiences belong to their own ecosystems first. They have loyalties, habits, and communities that existed long before your brand arrived — and will continue long after any campaign ends. Audience IQ™ is how we enter those ecosystems respectfully and effectively.
What Audiences Care About
People care deeply about the things that are theirs — their communities, their interests, their vices, their rituals. A cycling enthusiast doesn’t think of themselves as a “target audience” for anything. They think of themselves as a cyclist. A true crime podcast listener isn’t waiting to be marketed to, they’re waiting for the next episode.
Why Context and Place Matter
The same message lands completely differently depending on where, when, and through what medium it arrives. A person encountering your brand through a cycling podcast they love is in a completely different receptive state than the same person seeing a display ad on a site they barely use.
What We Research in Audience IQ™
Our research eveals the podcasts, YouTube channels, social accounts, subreddits, and websites your target audiences actually engage with — not the ones you assume they do. We use this intelligence to find the real influence pathways into your audience’s attention: the unexpected places, the niche communities, the trusted voices they already listen to.
This is where we discover that your audience doesn’t just care about your category — they care about bike clubs, true crime podcasts, specific LinkedIn voices, and Reddit communities that have nothing to do with your brand. That’s not noise. That’s the path in.
We favor Audience Personas™ over target audiences. People are complex and multi-layered — those who share similar demographic profiles may hold entirely different beliefs, values, and affinities. Audience Personas™ map the real texture of your audience groups: what they care about, what they trust, where they spend their attention, and what it would take for your brand to earn a place in their consideration.
Audiences are not static, they are moving toward something. Trend research tells us what they are consuming, what conversations they are joining, what cultural moments are shaping their attention, and where the flow of interest is heading. This intelligence prevents you from reaching audiences with the right message at the wrong moment.
Where your audience is physically located shapes how they receive your message. Our data gives us the local search behavior, community context, and geographic intelligence needed to calibrate your brand’s presence at the local level — across the markets that matter most to your growth.
Some of the most important audiences are not customers. They are advocates, partners, community influencers, and professional peers who shape how others see your brand. We map these stakeholder audiences with the same rigor as customer audiences, because in an ecosystem model, every relationship compounds.
We use commercial-grade demographics data to build a precise picture of the population segments your brand needs to reach — age, income, household composition, geographic concentration, education, and more. This data doesn’t just describe who your audience is, it locates them, quantifies them, and gives you the foundation for media planning that reflects reality rather than estimates.
Visioneers + Actioneers Your Team
Our culture is built on forging strong relationships. Integrity and authenticity is what drives us forward. This approach aids us in helping conscious companies – the people behind them, the causes that support them, and the art that inspires them – to serve their communities better.
Jarrod Lipshy
Content Strategist Actioneer
Victor Martins
Development Actioneer
Lloyd Hofmeyr
Visioneer
Phillip Johnson
Visioneer
Here’s how we will We Value
Flat-rate
You pay a flat monthly rate – no surprises – and have a highly-skilled, flexible marketing team at your disposal. Hourly rates distract businesses with the amount of hours worked instead of the work being done. A flat rate keeps everyone focused on the goal at hand and producing the best work with the time and resources available.
Pod teams
We put together a marketing team for you that we call a pod. Instead of using the same staff to execute every job, we find experts whose own style and executions match closest to the company’s own desired voice and aesthetic. In this way, each pod is unique to the client and so is the output.
Sprints
We reassess your rate quarterly by evaluating the amount of work to be done and all the skill sets necessary to accomplish the goals. By constantly evaluating the landscape, we allow the deliverables to evolve naturally and never be outpaced by the market.
Frequently Asked Questions
What is Audience IQ™?
Audience IQ™ is Consciously®’s audience intelligence research practice. It maps the real affinities, media habits, communities, demographics, and cultural interests of the people a brand needs to reach, using click stream data, commercial-grade demographics data, Local data, and trend research, so marketing can reach audiences where they actually are, not where the brand assumes they are.
What is click stream data and how do you use it?
Click stream data is research that reveals the podcasts, YouTube channels, social accounts, subreddits, and websites a target audience actually engages with. We use it to map the real influence pathways into your audience’s attention — surfacing the unexpected communities, trusted voices, and niche media that your audience follows even when they have nothing to do with your category.
How is Audience IQ™ different from Ecosystem Intelligence IQ™?
Ecosystem Intelligence IQ™ maps the business and category ecosystem your brand is entering — competitors, category players, certifications, media, and ecosystem signals. Audience IQ™ maps the people you need to reach within and beyond that ecosystem — their affinities, communities, habits, and where their attention actually lives. Both are necessary. Neither replaces the other.
What data sources does Audience IQ™ use?
Click stream data for affinity and influence mapping, commercial-grade demographics data for population intelligence, BrightLocal for place-based and local search intelligence, and trend research tools for understanding what audiences are currently consuming and where their attention is moving.
What are Audience Personas™?
Audience Personas™ are Consciously®’s alternative to traditional target audience profiles. Rather than grouping people by demographics alone, Audience Personas™ map the real texture of audience groups — what they care about, what they trust, where they spend their attention, and what it would take for a brand to earn a place in their consideration.
Our Case Studies
C-Suite’s Guide to Unconscious Bias
"While climate has global effects, the solutions lay within local municipalities across the country." – Rai-mon Nemar Barnes
Brand Strategy + Growth for Energy SaaS
Branding a New Line of Business Without Losing Legacy Clients · Strategy, Execution, and Product Marketing Under One Roof
From Race Concept to Branded Event NYC Business Community
A Race That Needed an Identity Before It Had a Name · Naming, Branding, Sponsorship, Website, and Campaign as One System · Built to Grow Year Over Year
Brand Strategy, Product Design + Campaign for Sustainable Finance Platform
A Fintech Platform That Needed to Educate Before It Could Convert · Brand Strategy + Product Design + #AskSustainable Campaign · A Consistent Voice Across Every Channel and Touchpoint
Branding and Ecosystem Design for a Global FinTech Venture Firm
Values-Driven Finance Needs Trust Infrastructure · Stakeholder Mapping Across Institutions and Individuals · An Ecosystem Strategy That Earns Trust at Every Level
Webby-Nominated Branding and Product Design for the World’s Most Sustainably Certified Seafood Company
A Category Leader Whose Brand Hadn't Caught Up to Its Certifications · Branding, Product Design, and Ecosystem Strategy as One Platform · Webby Award Nominated 2023
Brand Strategy for an AR Experience Company Featured at MoMA and Tied to a Netflix Documentary
An AR Platform Built to Rewrite How We See History · Selected Alongside for MoMA Exhibition · App Launched the Day Trevor Noah Hosted a Town Hall With Will Smith · Branding, Ecosystem Design, Research, and Campaign Strategy
Brand Strategy and Platform Launch for On-Demand Talent Network
A 15-Year-Old Mentorship Organization Needed a Commercial Platform · Brand Identity, Website, and Performance Marketing · NBA Foundation Inaugural Grant: The Work Got Noticed · Brands Including Moët Hennessy, PepsiCo, AT&T, Google, P&G, and Spotify
Brand Strategy + Ecosystem Design for Chicago’s $7.5B Health Innovation District
A $7.5B+ Opportunity in One of Chicago's Most Historically Significant Neighborhoods · Brand Strategy, Stakeholder Research, and Pitch Collateral · 100+ Acres. 20% Affordable Housing. A New Metra Stop. 105% Renewable Energy. · Equitable Placemaking at Scale
Marketing Strategy and Execution for One of the Worlds leading Cultural Institutions
Five-Scholar Curation Council. A Months-Long Festival. A Marketing Brief Like No Other. · Audience Research, Influencer Strategy, and Content Production at Cultural Scale · Transmitting an Undefinable Energy to the Right Audiences
Influencer Strategy + Event Marketing for HBO’s Watchmen Launch
HBO's Own Machine Had a Blind Spot · Partnership With consciously · 400+ at the Atlanta Pre-Screening · Comic Con Activation · Content, Events, and Cross-Community Reach
2 Million Reached: Brand + Campaign for Brooklyn Incubator
One of NYC's Biggest Economic Zones and incubator Needed an · Brand Strategy, Web Platform, and #BuildTheFutureNYC Campaign · 2M+ Reach Across Five Boroughs · A Blueprint Other Cities Are Now Following
Agency of Record Brand Strategy + Content for Identity Security Leader
Unmatched Technology. No Brand Voice to Match It. · Website Rebuild + Brand Strategy + Content System as Agency of Record · From Legacy Web 1.0 to Thought Leadership Platform · A Company Now Trusted by 30+ Fortune 100 Clients
Brand Strategy + Community Health Outreach for National Telehealth + In-Clinic
Funding Cuts. Then a Pandemic. A 100-Year-Old Organization Needed a New Reach Strategy · Audience Research Across BIPOC, Transgender, and Low-Income Communities · Brand Voice, Go-to-Market, Telehealth Activation, and Geofencing · Awareness, Reach, and Foot Traffic All Showed Marked Improvement
AI Company Using Humans for Content — Numerify
Building a Content Machine for an AI Analytics Company
Superbowl Staffing Agency Needs New Thinking — BCforward
Helping an international transformation change agent to define their public expression
Connecticuts’ State Bank Manifests Community — Nutmeg
Connecticuts' State Bank wanted to connect better with it's ecosystem
National Growth Marketing Campaign for Legacy National Non-profit
Place-Based Community at National Scale · Ecosystem Activation Across Diverse Stakeholder Groups · What It Means to Market Belonging
Brand Identity Refresh + Marketing That Delivered 10x Engagement
A Brand Defined by One Name Needed a Voice of Its Own · Identity + Positioning + Campaign Infrastructure · 10x Across Awareness, Reach, and Engagement
Brand Identity + Messaging for a Regulated HealthTech Company
Regulated Spaces Demand Precise Visual and Verbal Systems · Identity Built for Trust Under Scrutiny · Messaging That Works for Both Patients and Providers
Post-Acquisition Brand Unification as Agency of Record
Two Acquisitions. One Year. Millions of Jira Users Watching. · Brand Strategy During a Global Crisis · Agency of Record: Content, Branding, Social, and Brand Anthem · Three Entities. One Cohesive Brand.
Boston Needs Racial Wealth Equity Data — Boston Foundation
Providing resources for grant makers in Boston and the Massachusetts area.
EASI Demographics: Helping One of the Country’s Largest Data Suppliers Look the Part
Three Distinct Buyer Personas. One Coherent Brand. · Rebrand Built for a High-End Client Roster · Ecommerce and Sales Journey Redesign
Strengthening the Identity of an Organization Focused on Diversity and Equity — Coalition On Race
A New Jersey Community focused on equity for more than 50 years
Aligning Five Acquired Companies Under One Inclusive Brand for Digital Transformation Leader
Post-Acquisition Brand Alignment Across Five Companies · Values Built Into Style Guide and Production Process · Equity as Infrastructure, Not Add-On
