Audience & Positioning
Does the target audience describe the problem in the same way we do?
Compare stated needs, vocabulary and priorities across profiles before refining an audience or positioning.
Harmate for Marketing Teams
Bring Qualitative Insight at Quantitative Scale
Test an audience, message, content idea or offer before investing.
Harmate collects open answers, measures recurring signals and keeps the original quotes behind every conclusion.
- State the Hypothesis
- Question the Audience
- Measure the Signals
- Decide
The Blind Spot
Metrics show what happens. Customers explain why.
Both readings are useful. They simply answer different questions.
What You Already Measure
Traffic, clicks, rankings, conversions and performance trends.
What Harmate Makes Visible
The reasons, words, objections and differences between your audiences.
What You Can Test
Four Decisions to Take Beyond Intuition
The aim is not to ask your audiences to decide for you. It is to confront a precise hypothesis with their experience, words and objections.
Message & Offer
Is the value of the offer understood, credible and sufficiently distinctive?
Identify what is clear, what requires proof and which objections your message still leaves unresolved.
Content & SEO
Which topics, words and objections genuinely deserve content?
Open answers enrich editorial research and page language. They do not replace technical audits or keyword research.
Voice of the Customer
Which frustrations, expectations and decision criteria recur among our customers?
Question customers after a journey stage, then separate recurring signals from isolated cases without erasing their context.
A Concrete Case
Before Producing Content, Test the Hypothesis Behind It
Harmate does not tell you which keyword to target. It checks whether the need, vocabulary and angle you chose actually exist among your audiences.
01 — State
State a Precise Hypothesis
“Our prospects mainly want to save time.”
02 — Question
Let the Audience Answer
Ask what they are trying to solve, what blocks them and which words they use.
03 — Measure
Make Answers Comparable
Identify themes, differences and contradictions without losing the related quotes.
04 — Decide
Adjust Before Investing
Confirm, refine or drop the hypothesis before production or campaign launch.
What Remains After the Analysis
Conclusions the Team Can Verify & Use
A summary alone is difficult to challenge. Harmate preserves several reading levels so the decision remains open to scrutiny and traceable.
A Quantified Reading
Recurring themes become visible and comparable within the limits of the protocol and sample.
The Source Quotes
Related answers remain accessible to check an interpretation, recover nuance or challenge a conclusion.
Differences Between Audiences
When the data allows it, the team distinguishes what is shared from what varies by audience or segment.
An Explicit Decision
The hypothesis is confirmed, refined or dropped, with the reasons and next checks to run.
Confront a Hypothesis with Reality
Bring a questionnaire, a set of quotes or a decision to prepare.