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Insite Mapping

Insite Mapping is a workshop process, like a structured discussion. It lasts 2-3 hours, with just a few people or many. Eight to 10 is ideal.

The method brings together people who have contact  with customers and audiences in a workplace or online.

They share what they know about how customers use services.


‘Identifying coffee drinkers by their daily routines inspired a distinctive and versatile brand identity.’

Nicole Cox, Principal, Design Kind Collective

Insite Mapping begins with the end in view; what you want to achieve next in your organisation or enterprise. We structure the group discussion so it reveals the new things happening for your audiences. These are your best opportunities.

We interpret these results and make suggestions for your business. Not vague tactics, but specific initiatives that you can work with straight away.

Over the last 20 years, Insite Mapping has been conducted in very diverse sites (small business, health providers, museums, local councils). The two to three hours spent with frontline staff scopes the different audiences and what their interests are. This is a starting point for product development and new interpretation and communication work.


Maree, a natural health therapy provider, used Insite Mapping to plan a range of specific treatments. Sullivan Nicolaides Pathology (SNP) used it to understand diverse needs of patients who came to their collection centres. They applied what customers said by defining more supportive approaches in their service charter. SNP have an outstanding service reputation.

The Greens used Insite Mapping to identify what aspects of their values and actions were attracting broader support. They applied the knowledge to create new messages that focused on aspects distinct from environmental issues. The Greens saw a substantial increase in support in the region where this work was applied.

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