Understanding the audience must drive communication design.
Ultimately all audiences are individuals. Regardless of the topic, communicating effectively is to connect emotionally, beyond a purely rational presentation. In addition to the psychology of communications is today's reality that people have far less time to absorb an increasing amount of information. Cutting through all of the noise is increasingly a data-driven process, aligning desires with solutions at the moment of truth through data informed communications.
Analyze, communicate, analyze again... Smart organizations now have the resources to better understand "what will motivate" and use that data to continuously improve messaging. Market trends, conjoint analysis and web analytics can all contribute. With this understanding in hand, we can create compelling stories touching hearts and minds in a far more powerful way.
Effective communication is the product of both art and science - and why our work succeeds.