How to Combine Audience Data to Strengthen Your Messaging Strategy

Audience Understanding Surveys help you move beyond surface-level demographic insights and uncover what actually inspires persuasion: values, identities, and emotional motivations.

Segmenting your audience and breaking results into key groups to help you see how skeptics and supporters differ is central to that process. With the new Combined Key Opinion Segments feature in the Grow Progress Audience Understanding Survey, you’ll be able to combine audience segments to explore how shared values, motivations, and messaging patterns emerge at a broader level.

Click here to read more about the new feature launch.

The Challenge: A More Flexible Way to Analyze Audience Data

Strong messaging starts with strong audience data, but understanding your target audience often requires looking across segments, not just inside a single view.

When conducting audience research, you may want to explore how related opinion groups align, how patterns emerge across multiple segments, or how broader trends shape your audience insights.

With Combined Key Opinion Segments, you can dynamically group related segments and analyze aggregated audience data directly within your Audience Understanding Survey.

Turning Audience Insights into Stronger Messaging Decisions

By thoughtfully combining related segments within your Audience Understanding Survey, you can reveal clearer patterns in values and motivations without the manual lift. When related segments show consistent directional patterns, combining them can:

• • Increase the effective sample size
  • Reduce volatility in results
  • Clarify broader messaging opportunities within demographics
  • Strengthen confidence in strategic recommendations
  • Help you develop a deeper understanding of your target audience

The result is both increased data confidence and clearer signal. When used strategically, combining segments in your Audience Understanding Survey isn’t just a shortcut. It’s a way to strengthen the bridge between research and persuasion.

Now Available: Combine Segments in Your Grow Progress Audience Understanding Surveys

To support more robust segment-level analysis, Grow Progress has launched the Combined Key Opinion Segments feature within Audience Understanding Surveys.

Instead of exporting data and manually stitching together cross-segment insights, you can now combine related audience segments. Once combined, results will update across the Overview and Analysis tabs. This allows you to immediately explore how shared values, motivations, and patterns emerge at a broader level.

This makes it easier to:

• • Reduce noise from small individual segments
  • Validate directional trends across related audiences
  • Increase confidence in messaging recommendations
  • Move from analysis to strategic action more efficiently

Whether you’re conducting your first Audience Understanding Survey or refining your latest messaging strategy, Combined Key Opinion Segments gives you greater flexibility to analyze audiences the way they actually behave, not just the way they’re categorized.

Want to see how Combined Segments works in practice?
Request a demo to explore advanced audience analysis inside Grow Progress.