Forbes: Understanding An Agency Client’s Audience

Agencies trying to understand a client’s audience today can go far beyond simply analyzing survey results or focus group responses. By tapping into behavioral data, digital conversations, real-world interactions and more, they can uncover what audiences actually want and truly value. While traditional research methods can miss some of the nuances in customer motivations, a mix of modern approaches can reveal a more robust picture, helping agencies create more relevant, more effective strategies. Forbes Agency Council members shared innovative ways to get inside audiences’ minds and gain a deeper understanding of clients’ customers. Jordan Edelson, CEO of Appetizer Mobile, shared, “One innovative approach is using AI-powered sentiment analysis to examine thousands of customer reviews, comments and online conversations for recurring themes and emotional drivers. This enables agencies to uncover emerging trends, unmet needs and audience preferences much faster than traditional research methods”. To read the entire article, you can visit the following link: https://www.forbes.com/councils/forbesagencycouncil/2026/09/23/18-innovative-ways-to-better-understand-an-agency-clients-audience/