Welcome
Brand & Agency Insights
First-party data is widely recognised as the future of marketing. Organisations are investing heavily in collecting customer data through loyalty programmes, CRM systems, apps and digital interactions. Yet many brands and agencies report that only a small proportion of media investment is actually influenced by this data.
AUDIENCES is conducting industry research amongst brands and agencies to better understand the activation gap, the difference between the customer data organisations collect and how much of it is used to influence paid media.
This short survey should take 3 to 4 minutes to complete. All responses are anonymous and will be used in an industry report on the state of first-party activation.
All respondents will be entered into a prize draw. The randomly selected winner will join AUDIENCES, their team and clients at the British Formula 1 Sprint Day on Saturday 4th July. This is how much we value your responses! We will treat the winner to a VIP experience to see the race and enjoy full hospitality.
Closing deadline for the survey is Friday 15th May, 2026.
What do we mean by “Activation”?
For the purposes of this research: First-party audience activation refers to the ability to securely use an organisation’s own customer data to inform and target marketing and media campaigns.