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Audience Insider is a unique weekly tracker helping to identify how people are behaving, what they are feeling and the issues most important to them.

Incorporating the views of more than 16,000 people over the last 15 months, it provides the very latest consumer insight and understanding, enabling brands to identify and adapt to behavioural changes as they happen.

The data we collected over the last year identified a number of key trends that shaped behaviour during the pandemic. Our Audience Insider reports analyse these key trends through a framework of human needs. We’ve identified three key human needs – security, connection and meaning – that help to explain how consumers behaved during restrictions and crucially predict how these attitudes and behaviours will change as we continue to move out of restrictions and the country enters a post-vaccine scenario and beyond.

Recognising these needs equips brands with the tools to connect with consumers, based on the feelings and opinions of the nation.

latest report - christmas 2021

Key take-outs:

  • Latest edition of Global’s audience insider reveals feelings and behaviours around the festive season for this year
  • This Christmas will be about reconnecting and making up for last time
  • Aside from family and togetherness, the meaning of Christmas differs by brand
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the summer report

Key take-outs:

  • Latest edition of Global’s Audience Insider reveals what this Summer will look like for younger and older audiences
  • Consumers are more excited about the great British Summer this year. Both groups are intending on spending more and as much time outdoors
  • Opportunity to reach out to the two distinct groups, with different emotions and behaviours, with the right advertising strategy
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the unlocking of lockdown

Key take-outs:

  • Latest edition of Global’s Audience Insider reveals a sense of normality is returning to the UK
  • As lockdown eases we are getting out more, meeting up more … and spending more
  • Big opportunity for brands as people look to reconnect with all the things they love
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launch report

Key take-outs:

  • Trends driven by human needs of security, connection, meaning
  • Recognising these needs equips brands with the tools to connect with consumers
  • Security will become less of a focus
  • We will think again about the things that give our life meaning
download the report

Re-watch the launch event here:

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insight tools

We invest heavily in our own insight tools and audience research to drive a better understanding of how advertising on our media will generate maximum value for advertisers.

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research studies

Key research projects covering audiences and their behaviours, we are continually forging ahead in our field to make sure we have the most up to date and insightful research possible.

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case studies

Proof that it works. We have a range of case studies showcasing how effective our media is at reaching target audiences.

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