Brand Licensing

Unlock new product opportunities with audience intelligence

Cultural organisations and heritage brands often have untapped potential in licensing — but to secure the right partners, you need clear audience evidence. We help you uncover who your audiences are, what they care about, and where your brand has the strongest natural fit in the market.

Our award-winning approach uses social intelligence to move beyond surface demographics, revealing the lifestyle categories and brands where partnerships are most likely to succeed.

What we deliver

  • Audience Discovery – demographics, interests, values, and behaviours across UK, US, and international markets.

  • Category Fit – highlight the sectors where your brand naturally aligns (e.g. fashion, stationery, lifestyle, food & beverage).

  • Brand Alignment – identify which brands audiences engage with directly, and where there’s inferred fit with potential licensees.

  • Personas & Profiles – create audience profiles you can use internally to guide strategy and externally to share with prospective partners.

  • Strategic Insights – tailored recommendations to inform licensing discussions and brand positioning.

Why it matters

  • Evidence for Partnerships – clear, credible data to support conversations with licensees.

  • Unexpected Opportunities – uncover product categories and partners you may not have considered.

  • Global Reach – projects scoped by territory, from UK and US to other key international markets.

  • Long-Term Value – insights with a 3–5 year lifespan, reusable across licensing, comms, and strategy teams.

Who this is for

  • Universities & Heritage Brands – looking to commercialise their brand through licensed products.

  • Museums & Cultural Institutions – seeking to expand into retail and product partnerships.

  • Publishers & Cultural Properties – exploring product licensing opportunities beyond core media.

Next steps

Brand licensing works best when backed by robust audience evidence. With the right insights, you can approach licensees with confidence and unlock new categories for growth.

➡️ Get in touch to explore how we can support your brand licensing strategy.