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How Audience Audit Replaced 20 Years of Tableau for Explorable Survey Research
A strategy and research agency moved from weeks of data prep to instant analysis.
- Reduced exploratory analysis from weeks to minutes
- Replaced 20 years of Tableau workflows
- Enabled non-technical teams to self-serve insights
Meet Audience Audit
Audience Audit is a 17-year strategy and research agency led by founder Susan Baier. They partner with experts and agencies whose businesses are built on trust. Using custom, quantitative studies and attitudinal segmentation, they help clients turn complex audience beliefs into clear positioning and usable research.
Why Agencies Turn to Audience Audit
Mindset-first segmentation
Uncovers beliefs and motivations that shape real decisions.
Strategy-ready outputs
Turns research into clear positioning and actionable messaging.
Relentlessly helpful delivery
Research that clients can understand, use, and trust.
Custom-built every time
Every study is tailored, quantitative, and built for clarity.
The Challenge
Survey analysis had heavy costs and long lead times.
- Weeks of data prep before results were visible
- A single specialist bottleneck for every dashboard
- Clients avoided Tableau and didn’t explore insights
The Solution
AddMaple made exploration immediate and shareable.
- Upload → instant pivots, filters, and charts
- Guided explanations for non-technical users
- Interactive, web-style deliverables clients actually use
Why Audience Audit Replaced Tableau
Tableau made survey analysis slow, specialized, and hard to share. AddMaple turned it into a self-serve experience for the entire team.
Tableau
- –Static dashboards that required heavy prep
- –Analyst bottleneck for every update
- –Slow iteration and long delivery cycles
AddMaple
- –Fully exploratory dashboards in minutes
- –Self-serve analysis for every teammate
- –Instant slicing and sharing with clients
Head of Research, Audience Audit
Within about three or four months of working with the AddMaple team, I canceled Tableau — and we’ve never looked back.
Susan Baier
Audience Audit
Want to see it?
Explore the Audience Audit dashboard in minutes.
Results & Impact
From weeks of survey prep to instant analysis — and research deliverables clients actually use
10x faster analysis
Exploratory work that once took weeks now happens in minutes.
Zero analyst bottlenecks
Every teammate can build, explore, and iterate on dashboards.
Daily research adoption
Clients engage with insights consistently instead of once.
From weeks of prep to instant exploration for every stakeholder.
→Rapid Data Analysis
- Cut a full month from the analysis + visualization phase
- Reduced data prep from weeks to (in Susan’s words) about “two and a half seconds”
- Removed the bottleneck: anyone on the team can build dashboards and visualizations
- Moved effort from data wrangling to strategy and storytelling
→AI-Powered Insights
- Clients are more engaged because the deliverable feels friendly and accessible
- Non-technical users can explore confidently with guided correlations and plain-language explanations
- Unlocks an ongoing model: mini reports, shareable snippets, and interactive quiz-style exports
- A highly responsive product partner: “I’ve never heard no.”
A deliverable clients want to explore, revisit, and share.