Knowing what people think is one thing. But having the ability to take this knowledge and use it to achieve your goals by influencing the way people actually behave is another.

In any campaign, you need to know why your stakeholders think the way they do – not simply what their response is but what drives that response – in order to persuade by reason but motivate by targeting key behavioural drivers.

We apply the sophisticated market research tools proven in consumer marketing and political battles to ensure that you have the right message, target audience, values and leadership positioning and communications vehicles. We then turn these insights into powerful campaign strategies and practical campaign executions.

The C|T Group’s mission is to help our clients identify and communicate behaviour-changing messages to target audiences.

• First, through polling and market research, we help create a salient, positively differentiated message set that taps the key behavioural drivers of key targets: changing negative behaviours towards our clients and reinforcing positives ones.

• Second, we then give skilful and experienced counsel and execute outbound campaigns to ensure our client’s message is translated into positive action among our client’s targeted audience.