Influencer Mapping

When you’re trying to change opinions or preferences, in the political or corporate context, with limited resources, identifying who you need to talk to and gaining the appropriate audience insights are as important as knowing what to say.  PSB’s innovative influencer mapping process provides the critical tool for optimizing each communication by targeting the key influential elite and consumer audiences with the messages determined to move them most.

We start with the end consumer we ultimately care about (e.g., swing voters or swing consumers), and then progress up the chain of influences on them until we reach the highest level of influencers – the real source of insight and opinion change. 

The output is a quantitative map of the interconnections among different types of influencers, a measure of the impact each one has (expressed as a true quantitative finding), the channels of influence through which they have their impact, and the concerns and messages most likely to resonate with them.  From this map, you have a clear blueprint for directing advertising, PR, and other even more highly targeted communications to maximize the impact of your engagement efforts.

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