Audience Intent Modelling – AIM – an introduction

Audience Intent Modelling (AIM) is a process for extracting actionable insights from the communications environment around customer journeys.

The AIM process reveals how customers and audiences think, talk and behave. The insights it generates can be used to identify and then bridge the communication gaps that separate a company from its customers. It examines and analyses the communications environment around the customer journey (using social listening, search data, various types of research, editorial judgement, benchmarking etc).

Used as part of in-depth research, the process provides the basis for effective content and digital strategy.

It can also quickly provide nuanced insights into a prospect’s customers and the effectiveness of their digital comms – useful for new business meetings, pitches, and comms planning.

Outputs include:

  • Relevant themes to base content marketing upon, that reflect how customers articulate their needs (usually related to customer goals, challenges and preconceptions).
  • Customer insight
  • Market insight
  • Market trends
  • Answers to specific questions about a target market
  • Prototype concepts for content
  • Breaks in path to purchase
  • Evidence of miscommunication
  • Categories of various concepts
  • Evidence of changing behaviours
  • Competitor activity
  • Customer desires & fears

More information about AIM