Our services
Most client challenges fall into one of these six areas. If you recognise your situation, you'll know how Populares can help.
If you're not sure which application fits - or you have something that sits in between- we'll run a diagnostic to understand your goal and design the right approach.
If you're not sure which application fits - or you have something that sits in between- we'll run a diagnostic to understand your goal and design the right approach.
The methodologies stay the same: values-based segmentation, persuasion testing, real-time optimisation.
How we apply them depends on what you're trying to achieve.
How we apply them depends on what you're trying to achieve.
Product launch in a disrupted category
- Your target audience doesn't see themselves as your customer.
- You've done consumer research, but don't know how to activate it.
- Previous campaigns moved awareness, but didn't change minds
- Your standard product consulting services have not moved the needle
Identify and persuade the specific people whose values align with your product - but who haven't found you yet.
- We map your persuadables using political intelligence and data no other agency has access to.
- We identify what will genuinely move them, test messaging for persuasiveness before deployment, and activate across channels to create social proof that compounds.
- Values-based segmentation of your market
- Psychographic profiling of high-propensity buyers
- Persuasive narrative framework tested for effectiveness
- Multi-channel campaign orchestration
- Real-time optimisation and measurement
Origin Energy identified high-propensity EV owners in their customer database with 90% accuracy, leading to a 123% increase in customer acquisition in month one.
Social License and Regulatory Navigation
- You're facing organised opposition to your business or project
- Traditional PR and media relations campaigns aren't moving stakeholders
- Internal alignment exists, but external conversation is stalled
- You need social license to operate
- A defensible constituency of informed supporters. Move from opposition to acceptance by persuading stakeholders and creating identity markers that make support feel like belonging.
- Identify the beliefs beneath objections, then mobilise advocates. Identify early movers and create identity markers that make support feel safe and desirable.
- Stakeholder mindset mapping
- Advocate identification
- Persuasive narrative
- Community mobilisation
- Real-time sentiment tracking
Community concern about hydrogen production shifted when we identified that beliefs about job creation and energy independence outweighed environmental concerns. See Fortescue Future Industries' story.
Category Belief Shift
- Market adoption has plateaued despite product quality
- Customer beliefs about the category are outdated or negative
- Existing messaging approaches haven't shifted perceptions
- Shift how an entire category is perceived. Find early movers whose values align with the new narrative, create identity markers that make adoption irresistible, then mobilise them to recruit others.
- Category belief audit
- Early mover identification
- Persuasive narrative
- Identity markers
- PopScore™ tested messaging
- Advocate mobilisation
EV adoption was stalled not by range anxiety, but because people didn't see themselves as "EV people." We identified early adopters whose values aligned with EVs, created identity markers around independence and innovation, then mobilised them as advocates. See how fast adoption accelerated.
Brand evolution and repositioning
- You're reaching new audiences but risk alienating existing customers
- Traditional segmentation can't tell you who will move with you versus who will leave
- You have a brand repositioning on values, not just features
Evolve your brand to new audiences without losing your base. Use values-based segmentation to identify who moves with you, who evolves, and who leaves - then message each segment accordingly.
- Values-based segmentation
- Psychographic profiling
- Belief framework mapping
- Segment-specific narratives
- Identity marker evolution
Repositioning from "industry super" to "ethical investment leader" required three distinct narratives: core members became advocates for ethical investing. See improved retention and acquisition accelerated for CBus Super.
Advocacy and Policy
- You need to move decision-makers on policy or regulatory issues
- Traditional government relations and lobbying aren't creating traction
- You need advocates who recruit other advocates, not just earned media
- You want community building and exponential growth
- Advocacy campaigns fail when they treat stakeholders as audiences to be messaged at. Movements succeed because each member recruits the next.
- We find natural advocates and turn them into self-sustaining movement around your strategic position. Move from isolated voices to a groundswell.
- Stakeholder mindset mapping
- Advocate identification
- Persuasive narrative
- Identity markers
- Champion recruitment
- Network analysis
We identified voters whose values aligned with independent representation but who identified as loyal party members. See how the Teal Wave won an election.
Retention through Values
- Your NPS is strong, but churn isn't falling
- Your advocacy campaign has stalled
- You're competing on price or features with other membership models
- You want members to recruit other members
- You need to shift from "satisfied customer" to "believer who belongs"
- Sometimes, even satisfied customers leave for better value. Believers stay and recruit others.
- We deepen member loyalty by building identity markers and advocate networks. Turn satisfied customers into believers who stay - and recruit others.
- Member mindset profiling
- Values-based community identity
- Identity markers
- Advocacy toolkit
- Community platform
- Sentiment tracking
Strong NPS but steady churn revealed members were satisfied customers, not believers. See how we built identity around ethical investment for CBus Super.
Don't take our word for it