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Twenty-one years ago our research

informed the design of websites

and online services. Now,

we generate unique insights

about their audiences for

museums, businesses and


We have perfected

a research method

Insite Mapping.


It details the everyday examples

of who your customers are

and what they want.

Insite Mapping

We help you apply the

results, to be successful.

Research suggests initiatives to develop

new audiences.


Develop New Audiences

Principal,  Dr. Patricia Gillard

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Patricia founded this business in 1997 to provide the useful, in-depth knowledge for organisations, that observation studies offered in academic research.

See our projects.

Insite Mapping has been applied in thirty research projects. The method combines knowledge from people within an organisation who have their ‘eyes and ears’ open to audience experiences.

In a three hour workshop they contribute knowledge of customer behaviour and this is the ‘raw data’ that is interpreted to address business issues.

Insite Mapping draws on approaches from Communication Ethnography and Communities of Practice.

Museums and libraries, small businesses, environmental, government and community groups are major clients.

Read more about Patricia’s research and career.


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