Quality research is the foundation of good communication.

Every communicator knows that understanding your audience—what they think, how they feel, their attitudes and their likely responses—makes the difference between run-of-the-mill information and communication that elicits results.

At instinct and reason we understand this. We have staff with more than 40 years’ experience in government and private sector marketing and communications. When researching for communications—whether qualitative or quantitative—we seek to understand not only your audience but what you need from the audience to elicit responses and achieve results. By taking this approach, we make the research work for the communicator.


Providing high level evidence-based strategic advice is instinct and reason’s strength. We approach a communication problem with both divergent thinking (what are all the possibilities—the values, attitudes, behaviours, trends and wider context and factors affecting the communication issue) and convergent thinking (what the best messages and channels are) to predict likely responses.

instinct and reason tracks 15 major trends in society to provide the important understanding broader context within which the communication is to occur.  We take these trends into account as part of the context of the research we undertake.


We build actionable segmentations, which are a critical ingredient of good marketing and communications.

Our strength also lies in using modeling for evidence-based and operationally practical outcomes. The model is based on recognising the importance of Cut-through, Clarity, Involvement and Persuasion in developing any successful program and communications strategy.  We also include choice modeling experiments to determine what are the real drivers and barriers and the optimal communication mix.

Examples of work include:

  •  Australia Day Council to inform its approach to the Australian of the Year Awards
  • Department of Human Services on the optimal approach to communicating to health professionals
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