Insight takes information and data beyond 'interesting' - it drives thinking and guides action.

Understanding audiences is essential to government communications. By finding out more about audiences’ attitudes, habits and preferences, insight can help ensure government communications are as relevant, meaningful and effective as possible.

Our aim is to use insight across the GCS to make government communications as effective as possible by:

  • Building an evidence base of what techniques we know work best with different audiences.
  • Sharing knowledge about our audiences across different government organisations.
  • Replicating communication approaches that are most effective for our audiences across different campaigns.
  • Better scheduling of communications with audiences throughout the year to help avoid duplication.
  • Saving money by commissioning fewer, cross-cutting studies to understand audience habits.

Further information on insight

We have established a new, dedicated insight function to support this work in the Government Communication Service.

This team helps commission audience research for new government campaigns, monitors important trends across the communications industry that impact upon our work and helps to share best practice on current audience insight across the GCS profession.

For more information, please contact

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