How Trinity Mirror is using its branded content studio to learn more about its readers

To better inform the creative strategy for its branded content studio Invention, Trinity Mirror conducted a research project called Modal Britain to establish what set Trinity Mirror’s readership apart. The project identified three characteristics unique to its readers: “their beliefs (a premium on social justice), betterment (their own personal achievable goals) and belonging (their sense of family and community).” Invention’s director Mark Field says: “By looking at the three Bs, we can really see which of these areas most fits the brief, and we can amplify an idea to fit one or more of the three. … If we understand what motivates the audience, then this sparks our approach to content.”