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After Twenty Years of Attitudinal Studies Published on Tableau, Audience Audit Switched to AddMaple
Learn how Audience Audit transformed their delivery timeline from a month to just a few days, shifting from data cleanup to strategic work.
AddMaple is a refreshing switch from Tableau, which we had used for many years at Audience Audit. Not only is the user interface much, much friendlier, the website functionality is significantly faster, too. All it takes is a click and a fraction of a second to toggle between views I need, making my work much more efficient.
Susan Baier
Audience Audit
Audience Audit switched to AddMaple after using Tableau for 20 years to power their Thought Leadership Studies
Meet Audience Audit
Audience Audit helps agencies and industry leaders discover what their audiences really think, feel, and do — not just who they are. They specialise in custom attitudinal segmentation research that surfaces motivations, behaviours, and attitudes.
Their “Agency Client Research” service is built specifically to help agencies deliver deeper value: by giving clients the kind of insights that go beyond basic demographics to foundational insight for more meaningful strategy and thought leadership.
With more than 20 years of experience, they’ve built a reputation for creating bespoke segmentation studies that illuminate the “why” behind the “who.”
Why Agencies and Thought Leaders Turn to Audience Audit
Most businesses have access to demographic or behavioural data, but few understand the why’s that move their audiences — the beliefs, language, motivations, and decision-drivers.
Audience Audit offers custom attitudinal research that helps agencies understand their audience, reach them, and retain the relationship they have — with thoughtful differentiation in a noisy digital landscape. Their work gives agencies empathy and strategic knowledge: well-defined audience segments, appealing messages, effective campaigns, and stronger relationships.
The Partnership Between Audience Audit and AddMaple Works Because
Audience Audit brings depth of understanding.
AddMaple brings clarity, speed, and storytelling.
Together, they make complex research accessible and inspiring — helping agencies and brands create marketing that resonates with real people.
Susan Baier’s Role
Founder & CEO. Research strategy, development, and execution. Data analysis, visualisation, and storytelling. Strategic consulting for clients about the use of their research results.
Caitlin Knudson’s Role
Survey content strategy and writing. Research report strategy, storytelling, and writing.
At every step, there are helpful embedded explanations, which dispel the typical headiness of data analysis and visualisation. Unlike working in Tableau, which had serious limitations in the support available to help me wade through the data, Ange and her team are a dedicated, enthusiastic presence, ever ready to support our team with our research projects. We love what we do, and it's made the results phase of our studies that much more fun!
Susan Baier
Audience Audit
Why Audience Audit Switched from Tableau to AddMaple
After two decades of publishing segmentation studies in Tableau, the Audience Audit team needed to move beyond constant data cleanup, rigid dashboards, and licensing limits that slowed clients down. They turned to AddMaple to make research analysis smoother, more efficient, and more strategic.
AddMaple handles both the quant and qual in a single platform. It automatically creates pivot-ready dashboards, visualises Likert scales, and uses AI to code open-ends into themes and sentiment with the ability for the researcher to adjust and define the codes. All statistical testing is handled automatically within AddMaple's proprietary stats engine, with notable results surfaced so technical and less-technical team members can all work in the same tool — understanding the same insights.
Exploration With Empowerment — Without Bottlenecks or Seat Limits
The dashboards are shareable via a simple password-protected URL — no need for managing viewer licences. Unlike Tableau, each client viewer doesn't need a paid viewer seat to interact with the data.
More importantly, clients aren't limited to viewing one variable against a few limited questions at a time. Nor do they have to wait for the data to load or crash with each new filter. AddMaple lets them explore filter combinations across multiple variables and questions, segment filters, attitudes, responses — all in real time, with the stats engine guiding users in the background.
This power of exploration is designed to ignite curiosity and engagement with research long after the presentation is delivered. Clients are able to export editable PowerPoint slides themselves, and they’re able to share new insights across their organisation. With AddMaple, Audience Audit are able to create analysis suites that power an organisation for many years.
That level of exploration simply wasn't possible before. Now, it's being adopted by those who have been looking for a solution like this for years, with no setup required, no friction, and no risk of clients misinterpreting or breaking the data.
Empower Your Clients Like Audience Audit
If you’re ready to go beyond demographics and discover the motivations that drive your audiences, connect with Audience Audit. Their insights will help you tell meaningful stories that attract, engage, and communicate your unique value — grounded in evidence.
➡️ Explore Audience Audit’s Industry Research for Agency Leaders
Why not empower your clients and gift them with explorable dashboards and analysis suites?
The Challenge
Weeks lost to data clean-up, restructuring, and visualisation fixes in Tableau. The team was constrained by paid viewer licences, slow load times, and limited cross-filtering, which prevented clients from exploring data independently and stalled strategic momentum.
The Solution
AddMaple unifies quant and qual analysis in one platform — delivering automatic pivot-ready dashboards, Likert scale visualisations, AI-powered open-end coding, and a proprietary stats engine that surfaces notable findings. Shareable, password-protected URLs remove seat limits while keeping guidance embedded throughout the experience.
Results & Impact
From weeks of data cleanup to strategic storytelling on day one — see how AddMaple transformed Audience Audit's workflow
AddMaple's pivot-ready dashboards eliminate hours of data preparation
→Rapid Data Analysis
- Reduced delivery timeline from weeks to strategic work on day one
- Eliminated hours of manual data preparation and workflow building
- Handles both quant and qual in a single platform with auto-stats
- Clients can export editable PowerPoint decks directly from dashboards
AddMaple is a refreshing switch from Tableau, which we had used for many years at Audience Audit. Not only is the user interface much, much friendlier, the website functionality is significantly faster, too. All it takes is a click and a fraction of a second to toggle between views I need, making my work much more efficient.
Susan Baier
Audience Audit
→AI-Powered Insights
- Clients explore insights independently, in real time, without bottlenecks
- Unlimited exploration across variables, segments, and filters with no crashes
- Password-protected access removes the need for paid viewer seats
- Embedded explanations and AddMaple support keep teams confident and aligned
Real-time exploration across multiple variables without bottlenecks