Understanding what makes advertising feel relevant

The challenge

Including a range of people in an ad does not explain whether audiences find it believable or relevant. The client wanted to understand how representation was experienced across different markets and communities.

How we approached it

We combined surveys and qualitative research in the United States, United Kingdom, Germany, Japan, and Australia. The work examined responses among women, LGBTQ+ people, and people with visible and non-visible disabilities, including how overlapping identities shaped their views.

We explored casting, stories, and the role products played in daily life.

What the research informed

We developed a creative playbook and testing framework to help brand teams assess representation, relevance, and cultural context in their advertising.