As the limitations of first-party data become increasingly clear, a new model is emerging, built on geography. Geo isn't just about location; it's a unifying lens for understanding behaviour, attitudes, purchase data providing a common currency across all media. However, despite its growing importance, we believe the role of geography in media is still too narrowly focused on physical addresses and postcode optimisations. The truths that location can unlock around how people feel and how their values are shaped need to be brought to the forefront.

Our latest research directly addresses this knowledge gap. Created in collaboration with seven media partners, our study delves into the rich nuance and complexity of our country. It recognises that compelling stories reside everywhere and in everyone, exploring diverse regions of the UK, from bustling cities to quiet countryside, and critically, examining the role of place through the lens of underrepresented communities. We'll be sharing findings on themes such as neighbourhood connections to Britishness, fluctuating ambition and resilience levels, opinions on local representation in advertising, and insights into British popular culture.