--- title: Audience segmentation & targeting for advocacy groups and causes | Gradient Metrics description: We help advocacy organizations segment audiences by beliefs, values, and motivations, so you can focus on the right people, with the right messages, at the right time. --- ![duy-pham-Cecb0_8Hx-o-unsplash](https://www.gradientmetrics.com/hs-fs/hubfs/new_website/photography/duy-pham-Cecb0_8Hx-o-unsplash.jpg?width=300&name=duy-pham-Cecb0_8Hx-o-unsplash.jpg) # Find the audiences who matter, and know how to reach them. We help advocacy organizations segment audiences by beliefs, values, and motivations, so you can focus on the right people, with the right messages, at the right time. [Explore Our Work](https://www.gradientmetrics.com/case-studies) [Contact Us](https://www.gradientmetrics.com/contact) ![The Just Trust](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/TJT.png?width=300&name=TJT.png) ![Child Poverty Action Lab](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/CPAL.png?width=300&name=CPAL.png) ![Consensus Media](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/Consensus.webp?width=300&name=Consensus.webp) ![City Fund Action](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/City%20Fund.png?width=300&name=City%20Fund.png) ![National Immigration Forum](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/NIF.png?width=300&name=NIF.png) ## Move beyond demographics to target who’s truly persuadable Demographics tell you who people are. Mindsets tell you how they think. We help you map the values and beliefs that define your issue, so you can focus your energy where persuasion and mobilization are possible (and avoid wasting resources where resistance is entrenched). Uncover deep-seated values and beliefs Uncover the moral frameworks, cultural lenses, and identity drivers that shape how people engage with your issue, often below the surface of traditional polling. Segment audiences by persuasion potential Distinguish between those who are supportive, movable, conflicted, or firmly opposed so you can match your message strategy to each group’s level of engagement. Prioritize outreach for maximum impact Target your efforts where belief shifts are possible, resources are best spent, and mobilization will have the greatest return for your campaign or issue. ### The Gradient difference - **Clarify values and belief dimensions** We start by identifying the core values, belief systems, and identity factors that drive engagement on your issue, giving you a deeper lens on persuasion potential than standard demographics ever could. - **Design targeted research** We build surveys rooted in behavioral and political psychology to capture how people perceive your issue, frame their opinions, and emotionally orient toward change or resistance. - **Analyze & interpret** Our team of data scientists and PhD researchers don’t just deliver segments, we interpret what defines them. Our team maps the tensions, motivators, and vulnerabilities across groups, so you know who to persuade, who to mobilize, and who to deprioritize. - **Activate insights** You walk away with practical segmentation frameworks that guide message targeting, field organizing, ad buys, and strategic coalition-building; all backed by real audience data. ![gradient-metrics-illustraties-03](https://5936269.fs1.hubspotusercontent-na1.net/hub/5936269/hubfs/new_website/Imagery/gradient-metrics-illustraties-03.png?width=300&name=gradient-metrics-illustraties-03.png) ## Survey methodologies that drive results Mindset Segmentation We use a statistical technique that segments audiences based on shared mindsets and motivations, rather than just surface traits. This approach is ideal for handling complex, multi-dimensional issues, making it ideal for clustering audiences based on nuanced beliefs, values, and emotional drivers. With this method, you can: - Group like-minded respondents into clear, distinct mindset segments based on how they think and feel (not just their Census characteristics). - Outperform traditional clustering methods by avoiding common pitfalls like overfitting or random noise in high-dimensional spaces. - Create a lightweight “typing tool” that can assign new respondents to segments using a much smaller set of survey questions; this is ideal for use across future research or campaigns.   Semantic Differential Statement Battery We use paired, alternative statements to reveal how people see your issue across several dimensions. Unlike standard agree/disagree questions, semantic differentials force tradeoffs, helping overcome well-known survey pitfalls like always picking the middle options or saying “yes” to everything. In all, the method: - Surfaces clearer, more decisive opinions than typical survey scales. - Clusters respondents by underlying values, not just stated preferences.  - Helps define the key tensions that shape how audiences engage with your issue.   Mindset Appending for Targeting We can match the mindsets we uncover to voter files or other outreach databases (like donor CRMs), enabling more strategic targeting. This helps your organization deliver the right messages and outreach to the right mindsets. Having a mindsets column readily available: - Enhances outreach efforts with values-based targeting. - Works across political files or custom contact lists. - Helps prioritize outreach to the audiences most likely to engage.   CASE STUDIES ## Success stories at a glance See how our partners segment their audience by core values and reframed their messaging to better connect with hesitant but persuadable communities. [![](https://www.gradientmetrics.com/hs-fs/hubfs/new_website/photography/maayan-nemanov--TsE1H8UkFI-unsplash.jpg?width=300&name=maayan-nemanov--TsE1H8UkFI-unsplash.jpg) Read more The Sentences That Can Reduce SentencesWe partnered with The Just Trust to develop an evidence-based, reusable playbook that criminal justice advocacy organizations can use to mobilize Americans from all walks of life to do something about the urgent problems facing the criminal justice system today.Read more ](https://www-gradientmetrics-com.sandbox.hs-sites.com/case-study/tjt-safer-communities-accelerator)[![](https://www.gradientmetrics.com/hs-fs/hubfs/new_website/photography/man-holds-microphone-while-presenting-film-audience-dimly-lit-theater.jpg?width=300&name=man-holds-microphone-while-presenting-film-audience-dimly-lit-theater.jpg) Read more Harmful Narrative Response ResearchGradient partnered with The Just Trust to identify which counter-messages are most effective in response to recurring “tough on crime” narratives, and how to avoid responses that unintentionally backfire.Read more ](https://www-gradientmetrics-com.sandbox.hs-sites.com/case-study/tjt-harmful-narrative-response)[![](https://www.gradientmetrics.com/hs-fs/hubfs/new_website/photography/katt-yukawa-K0E6E0a0R3A-unsplash.jpg?width=300&name=katt-yukawa-K0E6E0a0R3A-unsplash.jpg) Read more Criminal Legal System Messaging ResearchHow Gradient helped a client challenge its communications assumptions by testing messages against oppositional and middle-of-the-road narratives.Read more ](https://www-gradientmetrics-com.sandbox.hs-sites.com/case-study/message-testing-and-oppositional-testing) ![william-krause-aSwigmwLS8A-unsplash](https://www.gradientmetrics.com/hs-fs/hubfs/new_website/photography/william-krause-aSwigmwLS8A-unsplash.jpg?width=300&name=william-krause-aSwigmwLS8A-unsplash.jpg) ### Move beyond demographics. Map the mindsets that matter, and target your strategy accordingly. [Let's Chat](https://www.gradientmetrics.com/free-expert-consultation) ```json { "@context" : "https://schema.org", "@type" : "Organization", "address" : { "@type" : "PostalAddress", "addressCountry" : "", "addressLocality" : "Brooklyn", "addressRegion" : "New York", "postalCode" : "NY 11249", "streetAddress" : "325 Kent Avenue" }, "knowsLanguage" : "en", "logo" : { "@type" : "ImageObject", "url" : "https://www.gradientmetrics.com/hubfs/branding/default/gradient_default_black.png" }, "name" : "Gradient Metrics", "url" : "https://www.gradientmetrics.com/advocacy-groups/audience-segmentation-targeting" } ```