Introducing AskPinpoint ^™ Audience Profiling

We’re Giving You the Tools to Know Where Your Future Customers Are.

Introducing AskPinpoint™ – the audience profiling tool from Bonfire that replaces guess-work with intelligent, precise data that helps reduce media burn and drives real commercial results.

What if you could see exactly which postcodes hold the highest concentration of your ideal customers?

Know which stores to prioritise, which regions to target, and which audiences to stop spending your budget on entirely?

What if that level of intelligence was available to your business right now?

That’s what AskPinpoint™ delivers. And it’s available to you today, that does not require enterprise-level budgets and an analytics team.

What You Get

AskPinpoint™ analyses 67 million people and 28 million UK households, segmenting them into 58 data-driven profiles across five wealth categories, 17 life-stage groups, and 58 lifestyle personas.

In plain terms: it tells you who your best customers really are, where they are located across the UK, and how to reach them efficiently.

You submit a simple or detailed brief, and the tool transforms that into a clear report, providing you with commercially actionable insight.

No jargon. No six-month data science project. No enterprise price tag.

What It Means for Your Business

Whether you’re running a B2C brand or a B2B sales operation, AskPinpoint™ gives you the intelligence to make faster, smarter, more profitable decisions:

• Find your highest-converting audience profiles by postcode and build messaging that resonates with your customers.
• Identify new locations for expansion that mirror the demographics of your best-performing personas and areas.
• Prioritise and optimise field sales routes and account management targeting the businesses where your best prospects, and therefore greatest revenue opportunities, exist.
• Segment your existing customer base: current, lapsed vs. prospects/engaged, so every campaign does more work.
• Pinpoint convenience stores, retail outlets, or distribution channels where your core customers already shop, then map look like customers to identify new business opportunities.
• Reduce wasted media spend by focusing budget on profitable high-indexing catchment areas, not broad geographic guesses.
• Calculate your real market share within a catchment versus expected performance and close the gap.
• Explore ideal location opportunities for future physical expansion.

The research backs this up. Strong brands achieve triple the sales volume of weaker brands and command a 13% price premium. But that advantage only materialises when creative investment reaches the right audience. Without audience clarity, even the most brilliant campaigns become expensive noise, and will deliver sub-optimal results – so put your budget where the revenue lives.

Proven Results. Real Businesses.

AskPinpoint™ has been built and refined over the past six years in real-world application and testing. Here’s what it has delivered for clients already using it:

• +2 additional new customers visited per day for a premium health and wellness brand. 137 new accounts opened in nine months.
• 19% increase in conversion rates for a national luxury insurance firm, by replacing Google’s autopilot targeting with AskPinpoint’s data-mapped intelligence.
• 50% reduction in direct mail costs for a national UK charity, by identifying the communities statistically most likely to donate based on National health data and therefore affinity with the cause.
• A national beverage brand built a clear, data-backed view of optimal convenience store stocking locations by overlaying their core customer profile against UK retailer distribution, transforming both their sales focus and marketing efficiency.
• A national retailer used AskPinpoint™ to rank stores by profitability, identify performance gaps, and assess 10 proposed new locations, removing the risk from expansion decisions entirely.

Precision and Reach. Not Either/Or.

One of the most common mistakes in marketing is treating broad reach and targeted precision as opposing forces. They’re not.

Binet and Field’s IPA research shows that marketing efficiency peaks when brand-building accounts for 40–60% of total media investment. System1’s research reinforces this: emotional campaigns that build long-term growth drive 43% profit improvement over three or more years.

AskPinpoint™ is built to support both. It gives you the audience intelligence to invest confidently in broad reach, knowing exactly who you’re building awareness with, while maximising the precision and conversion of your activation spend. New locations, zero guesswork, all data delivering better return on investment.

The Bottom Line

80% of companies claim to deliver good customer experiences. Only 8% of customers agree. That gap isn’t a creative problem, it’s an audience clarity problem. And it costs businesses significantly more than they realise in wasted spend, missed opportunities, and campaigns that reach the wrong people.

AskPinpoint™ closes that gap. It gives you the commercial intelligence to stop guessing where your customers are, and start knowing. The result is smarter decisions, sharper campaigns, reduced media waste, and measurable growth.

This is what we mean when we talk about Creative Intelligence™. Strategy and data working together, not in silos, so that every creative decision is grounded in audience truth, and every pound of marketing budget works as hard as it can.

Discover more at AskPinpoint.com

Ready to find out where your next customer is?

Get in touch with the Bonfire team to explore what AskPinpoint can do for your business.

+44 (0)1525 841079  |  [email protected]