"Nobody knows anything."
Until now.

Every good story starts with a logline. Ours was simple: “Nobody knows anything.”

It’s not actually ours, it’s William Goldman’s. He famously said: “Nobody knows anything… Not one person in the entire motion picture field knows for a certainty what’s going to work.” And was right, then… but the world has changed.

It is possible for deep audience understanding to shine a light on the creative process and its output, it’s just difficult. We like difficult. We also like innovation, insight, art and technology. We are film producers who are frustrated by a reliance on alchemy rather than information, we are marketeers who know how to understand an audience, and we are technical scientists who innovate with data.

We know that people are strange; people are wonderfully complicated, infinitely complex, and people are far too unpredictable to anticipate based on what they liked last time. We can’t simply simulate their reactions through AI either – that’s not real insight, it’s just an educated guess.

  • Location
  • Demographics
  • Attitudes
  • Behaviours
  • Psychographics
  • Biases/Hueristics
  • Charmed
  • Laughter
  • Joy
  • Happiness
  • Inspired
  • Enthusiastic
  • Focused
  • Heart Rate
  • EDA
  • HRV

People are too sophisticated for a straightforward process. In order to truly understand them we need to realise insights from a complex blend of connected data sources. Analysing the millions of data points that derive from these sources can only be accomplished through a blend of advanced cognitive technologies and human expertise.

Our private audience network is made up of individuals that represent your potential audience - across geographies, demographics and psychographics – ensuring that our insights and intelligence can be applied with confidence across the production lifecycle.

360° degree understanding

There are three elements to what we do:


We unpick your content – breaking it down moment-by-moment and scene-by scene. We catalogue the DNA of what’s on screen


We collect your audience’s responses to your content – what they think, how they feel, the way they react, the context in which they watch it, the lot.


We know your audiences well, and we use our own i4 Artificial Intelligence platform to derive insights from the huge amount of connected data we capture

This is data translated by Artificial Intelligence into actionable intelligence.

This is understanding each nuanced reaction to every element of your story.

This is insight like never before, insight that enables you to connect your art with your audience.

This is Insight. Evolved.

If you would like to learn more about any of our products, please contact