Source: Brilliant Noise

Brilliant Noise is a marketing and communications partner that transforms businesses through data-led strategy, planning and creative.

The agency works with some of the world’s leading brands including adidas, Universal Pictures and Jaguar Land Rover.

The challenge 

Getting to the revealing insight.

For every agency, the ability to profile audiences effectively is essential in acquiring valuable insights into their clients’ target markets. But for David Preece and Nick Siantonas, both Senior Strategists at Brilliant Noise, audience profiling plays a much more important role across their business.

“Audience profiling data is an integral part of our customer planning work”, says David.

“If we have new or existing personas to create for clients, we need a structure to build real insights behind them.

The data also gives us the quantitative proof behind our work, which allows us to make that case for strategic and creative solutions for clients.” 

But relying on a variety of tools, they lacked the granularity needed for more revealing consumer insight. As Nick explains:
"We chose GWI as it provides the attitudinal and behavioral data that we need to back up our ideas."
The team then combine it with live social data, conversational data and website analytics for added validation.
"GWI has a better UX, the platform is easier to use and it's better at modeling personas than any other."

"Being able to augment existing personas without having to pay for primary research is amazing."


The action

Backing creative ideas with the right data.

For Brilliant Noise, the ability to model personas is a key strength of the platform.

Nick observes, “We don’t have access to user panels and bespoke primary research when pitching or carrying out in-depth research, so we use GWI to model personas and gather insights.”

This capability gives Brilliant Noise the quantitative proof behind their work and allows them to make the case for strategic and creative solutions for prospective clients.

“We've used this data in several pitches."

"Recently, GWI acted as the proof point and core of the pitch."


The result

Winning new business with data-driven solutions.

The team at Brilliant Noise explain how they use GWI not only to pitch to existing clients, but simultaneously to win new business.
  • Won new business with unique insight they couldn't find elsewhere. 
  • Saved time and resource with ready access to robust research.
  • Improved targeting with revealing consumer data. 
“In at least two cases, GWI data made a big difference to us when winning new business. In these cases, existing personas from the client were generally weak in terms of depth and robustness, but they had a good description of who the person was.
We were able to model that person using the platform and gather more data on them which our clients love. Being able to augment existing personas without having to pay for primary research is amazing.”

"Data that points to a specific action or behavior is really useful as these are valuable insights for clients."

“We really use it to understand client customer behaviors and needs. Data that points to specific actions or habits is really useful as these are valuable insights for clients.”
Nick agrees: “When clients see something like ‘what drives you to share’ or ‘where do you find out about brands’ these point to a specific action or behavior.”
Excited about the GWI roadmap and future plans, Brilliant Noise highlight their enthusiasm to continue driving new insights with their capabilities and the proactive team.
“I would definitely recommend GWI to other professionals, it is really powerful and easy to use”, says David.

I don’t think there’s ever been an instance where we’ve thought GWI was going in the wrong direction.



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