About Convert Culture

At Convert Culture, audience insight is at the heart of everything we do — offering actionable research for UK and international audiences alike.

We help organisations understand what really drives their audiences — uncovering the motivations, behaviours, and opportunities that shape how people connect with you. Using innovative research techniques — such as social intelligence — we translate data into creative strategies that resonate, unlocking growth by profiling both your current audiences and high-potential stretch audiences.

Since launching in 2023, we’ve partnered with almost every major and independent publishing house, as well as cultural institutions and consumer brands, to deliver insight-driven campaigns and strategies.

Convert Culture is led by Caroline Butler, an award-winning marketer and audience strategist with over 20 years’ experience in publishing, music, and digital. She served as Head of Insight, Digital Strategy and Marketing at Penguin Random House, leading campaigns for high-profile authors, and has also held roles at Universal Music, Domino Records, and Amazon.co.uk.

In 2024, Caroline was named on the Social Intelligence Lab’s global Insider 50, recognised as an Insightful Innovator for her pioneering work at Convert Culture. She is the first person in publishing to appear on the list, alongside industry leaders and teams from global brands such as Ogilvy, Diageo, and Mattel.

Alongside her expertise in audience research and creative strategy, Caroline is a qualified PRINCE2 project manager with a proven track record of delivering complex projects on time and to a high standard, including software and e-commerce rollouts, product launches, and marketing campaigns. This ensures every project runs smoothly, efficiently, and with clear communication at every stage.

At Convert Culture, we bridge the gap between data and creativity, helping teams craft campaigns that connect authentically, identify growth opportunities, and align with audience values.

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Publishing Support

We help publishers craft campaigns that resonate — from audience research and insight-led strategy to hands-on digital advertising support and team training. Whether you need a fresh approach to a big release or want to strengthen your in-house capabilities, we can help.

Arts & Cultural Brands

We work with cultural organisations and brands to uncover what truly motivates their audiences. Using social intelligence and creative strategy, we help you reach new audiences, deepen engagement, and align your message with what matters most.

What is Social Intelligence?

Social intelligence combines social media and online data analysis to reveal how audiences think, behave, and connect. Find out how we use it to bring fresh, actionable insights to your campaigns and strategy.

Brand Partnerships

Discover how we identify the brands most aligned with your audience — and how to turn that insight into meaningful partnerships, sponsorships, or advertising opportunities.

Audience Growth

Find out how we use audience data to identify stretch audiences, unlock growth opportunities, and support strategy across campaigns, launches, and long-term planning.