Understanding Your Audience

No audience is one-size-fits-all.

Whether you’re serving vulnerable customers, exploring new segments, or understanding B2B needs, Gusto helps uncover what makes your audiences tick – and what they need.

We specialise in reaching and understanding complex or underserved groups. Our work helps clients design services, products and communications that feel more relevant, more supportive, and more human.

We approach every project with sensitivity, creativity and respect – building trust, removing barriers, and delivering authentic, actionable insight.

What We Offer

Some of the ways we support clients in this area.

Audience segmentation
Behavioural profiling
Usage & attitude studies
Ethnography and immersion
Vulnerable customer research
Full-service integration
(Qual + Quant + Analytics)

In Practice

Here’s how we’ve turned insight into action.

Supporting Vulnerable Customers

A major pension provider wanted to better support customers facing vulnerability – from financial hardship to health or life event challenges – and needed insights to inform both service design and government funding bids.

We blended quant (2,000 phone interviews) and qual (in-depth video interviews) to explore the size, nature, and lived experience of vulnerable audiences. Personas and real stories helped bring the data to life, guiding staff training, internal communications, and even PR campaigns.

The result? A clear, insight-led strategy that not only secured funding but also shaped future service provision for those who need it most.

Gusto At Work

Trusted by organisations in healthcare, finance, retail, and beyond.

Client feedback: Phoenix Group

Gusto have played a huge part in helping us shape our digital and financial education strategy, using all of the insight they have gleaned from our customers, and other stakeholders, to produce really thoughtful, salient, well rounded and engaging results packs and presentations.

I always receive so much positive feedback about the Gusto Team, due to the high standard of their work and their ability to get the business to engage with our customers, their passion for their work, based on the work they do – and this goes all the way up to Exec level.

Explore More

Take a look at the other ways we help clients drive impact.

Brand Health & Communications Development

From brand positioning to message testing, we help ensure your communications resonate – especially in complex or regulated markets.
Learn more
Create Motivating Products & Services

We help you refine and validate new propositions before launch – from functionality to pricing – using insight that helps drive successful market entry.
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Enrich Customer & User Experience

We help you truly understand how customers, users, or members interact with your business across every touchpoint – what matters most to them.
Learn more