Stop guessing.
Start listening.
The best campaigns don’t begin with assumptions. They begin with people.
Brands today have more data than ever before, yet many still struggle to understand what really shapes trust, behaviour and decision-making. Metrics tell you what people do. Genuine insight helps explain why.
That’s where we come in.
At Wild Card, we combine strategic communications expertise with lived-experience research to help brands understand the audiences they want to reach, before creating campaigns designed to connect with them.
Whether you’re launching a new product, entering a new market or trying to engage a generation or demographic that’s proving difficult to reach, we help you build communications based on real people, not stereotypes.
Insight built around People Relations
Our approach is rooted in People Relations – understanding the people and voices that influence what others believe, trust and act on.
Working alongside lived-experience insight specialists Voicing Voices, we bring together strategic communications, community listening and qualitative research to uncover the attitudes, motivations and cultural influences that shape audiences today.
Rather than relying solely on surveys or demographic data, we listen directly to the people behind the statistics, turning their experiences into practical communications insight.
What we can help you understand
Our audience insight projects can explore:
- How different audiences build trust in brands
- The media, creators and communities they listen to
- Cultural attitudes and behaviours
- Barriers to engagement
- Perceptions of your brand, sector or proposition
- Messaging and campaign testing
- Emerging trends and audience expectations
Every project is tailored to your objectives, providing practical recommendations that inform strategy, campaigns and creative development.
Turn insight into action
Research only creates value when it changes decisions.
That’s why every insight project is designed to inform communications strategy, campaign planning, messaging and creative development. We translate what people tell us into recommendations your teams can use with confidence.
Want to understand your audience more deeply?
Get in touch to discuss bespoke audience insights.
Our latest research: Understanding Gen Z
Many brands find it difficult to reach Gen Zs with credibility. Together with Voicing Voices we want to change that.
Our early conversations with a cohort of multicultural Gen Z participants across London are already challenging common assumptions. Initial interviews suggest that brands may overestimate the role of social platforms in driving trust, while underestimating the influence of friends, family and personal recommendation.
The conversations also point to strong sensitivity from Gen Zs where brands can feel performative rather than real.
Forced slang, superficial relatability or diversity that appears added rather than lived can actively undermine credibility, pushing audiences away rather than building connection. As one participant put it, trying to sound young can cost more trust than simply sounding honest.
These are early signals, not final findings. But they already underline the value of deeper, human-led research, helping marketers move beyond surface-level assumptions towards a more accurate understanding of how trust, relevance and connection are actually formed.
The next phase of the research will explore how Gen Z engage with media and information, who they trust to tell them the truth, and how they view brands, business and the world of work. It will also examine the wider forces shaping their lives and outlook, from housing and education to politics, social media and their future ambitions.
The long-term ambition is to build from this initial deep dive towards a broader, UK-wide picture, creating a richer, more representative understanding of Gen Z audiences for marketers.