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Signalling brand success
At everyday people, we believe that the current approach to understanding how brands succeed is incomplete.
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That's why we've created Signal, a unique research framework designed to help marketers create successful brands. It's driven by three principles:
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Brands are built collectively, not individually
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Everything communicates
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Brands must signal to everyone
Focusing on the things that matter
1.
Based on real world behavioural science
Speaks the language of
the boardroom
2.
Accessible and
cost effective
3.
The signal framework
Building on our award-winning research on media and advertising signalling, our framework combines marketing science and behavioural science. Signal focuses on four fundamentals:
FITNESS
Evolutionary psychology tells us that signals of success, quality and reliability are the basic building blocks of decision making, but these are often neglected in the marketing narrative of how brands grow.
ENTRY POINTS: CATEGORY
We build on the established science of category entry points and the importance of building rich and diverse memory structures.

ENTRY POINTS: VALUES
We move beyond category entry points to quantify the opportunities available to brands in aligning their narratives with people's values and worldviews.
SOCIAL INTELLIGENCE
We focus on the power of social norms and social intelligence. It's not about what individuals know about the brand. It's about what they know other people know.
A new perspective on category dynamics
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A fresh approach to advertising and marketing effectiveness
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Source: everyday people 2025
Advertiser in the gaming category
Signal strength correlates strongly with market share
Source: everyday people 2025
Retail category
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Fully aligned with 'How Brands Grow' metrics

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Mental penetration
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Mental market share
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Network size
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Mental advantage & disadvantage
FITNESS
ENTRY POINTS: VALUES
SOCIAL INTELLIGENCE
ENTRY POINTS: CATEGORY
We've created Signal to be fully compatible with the key metrics that provide insight into your brands place in people's minds and culture.
Signal can be used in a number of ways
Understanding category drivers
1.
4.
Content development
2.
Brand evaluation and tracking
Proposition development
5.
Advertising and marketing effectiveness
3.
6.
Brand design evaluation and development
Categories tested so far
Supermarkets
Fast food
Travel
Gaming
Fashion
B2B Professional Services
Fitness
Autos
Tech
Get in touch to hear more
Location
20-22 Wenlock Road, London N1 7GU

Ian Murray
ian@everydaypeopleresearch.com
07960943406

Andrew Tenzer
andrew@everydaypeopleresearch.com
07919868084