The idea for Cultural Cartography was born in 2019 from an obscure Ted-Talk about understanding culture of cities from local Twitter posts.
Since then, it has become our sample methodology, with 50+ projects across world-wide brands. And it looks like this:
Nothing’s Brand Audience, Scaled by Uniqueness
Cultural Cartography is a way of looking at digital spaces & subcultures that prioritizes interests, affinities and fandoms. It’s the set of methodologies that helps us understand what people care about.
Online content is self-curated - people follow and see what interests them, what they want to engage, or what stirs their feelings.
On the other hand, what people see online shapes them. They’re exposed to countless points of view and cultural niches.
That’s why investigating the content an audience consumes is the second-best thing to an honest, in-depth conversation.
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Model of social inlfluence
STEP 1: DEFINE THE AUDIENCE
It all starts with selecting an Audience - people who we want to investigate. We find a group of 100-1000 people that meet certain criteria in their digital profile. For example:
Step 2: Get Affinities
Then, we look at what this Audience follows and sees online!
We get data from social media platforms about what they follow and what’s most likely to appear in their feeds.
This way we’re looking at what the audience actually gets influenced and inspired by.
Step 3: Group and analyze
Lastly, we process this data to see what are the key unifying themes, as well as key subcommunities, across the audience.
Instagram Deef
Marketing Research & Strategy
Most of our clients leverage these insights as part of research for new campaigns, launches and activations.
Intimately knowing what your audience sees online helps you meet them where they are and provide content they’ll engage with.
Influencers & Collaborations
Some of our clients leverage our research to find the right influencers or collaborators.
Since we track what a specific audience sees in their feeds, we can find local micro influencers or related businesses that have served as part of incredibly high ROI campaigns.
We use in-house fully automated custom-built tools. We also work with already existing digital data, removing the need for time-consuming participant recruitment.
That’s why we provide most Cultural Cartography reports within 5 business days.
For ongoing projects, we deliver specific follow-up findings in as little as 24 hours.
Our projects start from 500 EUR, with most ranging between 1000-2500EUR.
We work individually with each client to deliver something useful and actionable. Some want a lot of depth and information. Others prefer us to condense the findings into 5 neat recommendations.