Audience and market research

A new market or audience rarely fits neatly into the categories you already use. Murmur Intelligence studies the conversations people are having, the needs they express and the communities taking part.

Follow the research.

Entering a new market?

A proposed mine brings hopes of employment alongside concerns about land, water and local voice. An independent view helps everyone involved understand what is shared, contested or still uncertain.

Explore the research questions

01Map the narrativesHopes and concerns

A proposed mine raises different questions.

A mine is proposed near a rural community. An independent study follows the debate about what it could mean for the area.

Jobs and investment feature alongside concerns about water, land and who will benefit. The discussion reveals several possible futures for the area, and different views about which are desirable or credible.

02Trace the connectionsCompeting priorities

People weigh the same proposal differently.

As the debate develops, people can welcome new work and worry about the effect on their land or water at the same time.

Job seekers discuss access to work, farming households raise water concerns, and local firms question how contracts will be awarded. Their connections reveal shared interests and differing priorities that a single community label would obscure.

03Interpret the patternsConditions for support

Interest in jobs leaves other questions open.

Confidence in local jobs grows, while views on water protection and residents having a say become less favourable.

Welcoming one possible benefit does not settle views on the project as a whole. The independent picture makes agreement and disagreement visible, so public discussion can address the unresolved questions before decisions are made.

Hopes and concerns.

Entering a new market?

A mine is proposed near a rural community. An independent study follows the debate about what it could mean for the area.

A proposed mine raises different questions.

Jobs and investment feature alongside concerns about water, land and who will benefit. The discussion reveals several possible futures for the area, and different views about which are desirable or credible.

The proposal brings several questions into the same conversation: possible employment, access to contracts, water security, land use and local participation. Some claims concern promised benefits; others concern potential harms or unanswered questions. Keeping those distinctions visible helps everyone understand what is being discussed and where evidence is still needed.

  • Daily Maverick
  • BBC
  • CNN
  • Daily Nation
  • O Globo
  • The Guardian

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Questions we can help you investigate

Market entry research

Entering a new market: what do people need, value and question?

Before entering a new market, understand the local consumer needs and conversations that your existing categories may miss.

Murmur Intelligence maps emerging themes and relevant communities across the sources, languages and places that matter to your market entry decision.

Audience and community segmentation

Are different communities asking for different things?

A single satisfaction score can hide very different experiences of the same service.

Compare the concerns within each community and the voices a headline average leaves out.

Audience research for campaigns

What matters to people before we try to reach them?

You are planning a campaign, entering a market or introducing a new service.

Explore the concerns, language and communities relevant to the people you want to reach.

What the research can show

The research can bring together a map of emerging themes, community profiles and comparisons between markets or audience groups. These help you frame a proposition, choose questions for further research and plan communication.

Online conversation describes the people and sources in the defined dataset. It is not automatically representative of a whole market or a measure of purchase intent.

Define the research around the decision.

This illustrative story takes the perspective of an independent observer of a proposed mine. Residents, local organisations, public bodies and the developer bring different expectations and concerns. The research describes the debate and its uncertainties without taking a position on whether the project should proceed.

We connect what people say with who takes part and how positions change. Where the data records interactions, the network follows those exchanges. Shared topics offer a complementary view of the communities around a concern.

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