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Turning opposition into opportunity

Using audience insights to shift perceptions in the food tech industry
Piar Step Two_ Data Partner Support Services-1-1

About Piar

Piar (Pronounced “PR”) is a NY based consultancy focused on projects in Research, Media Intelligence & Communications Effectiveness. While they’re mostly focused on supporting Business to Business clients, they also work with those in Tech, Health, Food, & Financial Services.

Their team of Analysts, Data Scientists & Consultants deploy best practices,  frameworks & mathematics (yes, math) to surface valuable insights used in strategy & operations across the Integrated Marketing & Communications function of the business.

Their areas of expertise include Understanding the Causal Relationship between Communications efforts and Sales, Research into Brand Reputation, Measurement & Evaluation, and Predictive Analysis.
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The Challenge

The client, a cutting-edge food technology company, faced significant opposition in the form of statewide bans on their production methods, driven by lobbyists and politicians.

Their primary challenge was the overwhelming negativity from pro-ban individuals, a group they knew very little about. The company had invested heavily in their core audience but lacked insight into their detractors.

The disinformation and emotionally charged narratives further complicated efforts to combat public opposition.

The Solution

Using audience analysis tools such as Audiense, Piar delved into the social media followings of key detractors to understand where they received their information and how their narratives evolved over time.

By analyzing the psychographics, demographics, and influencers of this group, the team uncovered the fears and arguments driving opposition. They categorized detractor narratives into those rooted in disinformation versus truth and developed targeted messaging strategies to address these concerns.

The team also identified effective channels, messaging, and audience segments to strategically engage detractors with empathy and relevance.

The Results

  • The consultancy uncovered valuable insights about the detractors’ concerns, revealing genuine fears for their jobs, health, and future.
  • This understanding enabled the client to craft empathetic and strategic responses to address those concerns.
  • Ongoing audience analysis helps the client refine messaging and better engage with detractors as the situation remains fluid. 
  • The project emphasized the importance of learning about detractors to find common ground and build trust with new audience segments.

Why not hear from the CEO himself on the success achieved? 

[Case study] How consumer insights helped a CBD ecommerce platform identify and engage micro-influencers

"Audiense was invaluable to our process. We had high expectations for the data, and the insights exceeded them. By analyzing the social media followings of key detractors, we tracked how narratives evolved over time, helping us shape investment-worthy recommendations that were timely, relevant, and actionable. Audiense enabled us to dive deep into psychographics, demographics, and influencers, surfacing critical insights. This allowed us to strategically recommend which channels to prioritize, how to craft messaging, and which audience segments to target—making a direct impact on our client’s approach."

1725890453367

Tan Sukhera
CEO | Piar

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