About Convert Culture
At Convert Culture, audience insight sits at the heart of everything we do, supporting strategic and creative decision-making for UK and international audiences.
We help organisations understand what really drives their audiences, uncovering the motivations, behaviours, and shared interests that shape how people connect with books, culture, and ideas. Using a mix of research methodologies, including social intelligence, we translate insight into audience development strategy, helping teams make more confident decisions and identify opportunities for growth.
Since launching in 2023, we've partnered with almost every major and independent publishing house, alongside cultural organisations, delivering insight-led strategy, workshops, and campaign support.
Convert Culture is led by Caroline Butler, an award-winning marketer and audience strategist. In 2024, Caroline became the first person from the arts and cultural sector to be named to the Social Intelligence Lab's prestigious Insider 50 list, recognised alongside leaders from global brands including Ogilvy and Mattel.
Alongside her work in audience research and strategy, Caroline brings deep experience delivering complex projects, from campaign launches to software and e-commerce rollouts, ensuring projects are well scoped, clearly communicated, and delivered smoothly from strategy through to execution.
At Convert Culture, we bridge the gap between data and creativity, helping teams clarify their audiences, refine their messaging, and create work that resonates.