Custom Audiences for teams done guessing their audience
Audiences shift while strategies are still being debated.
Custom Audience adds a living audience layer in Tastewise, built on observed food and beverage behavior, so teams stay aligned and act with confidence.
The real Custom Audiences challenge isn’t research. It’s timing.
Most teams have done the work. Research, surveys, personas, agency briefs. The issue is that this work takes time and relies on backward-looking data, while audiences keep changing.
Audiences change mid-work
- They shift during strategy debates.
- They evolve during product builds.
- They move between brief and launch.
When audiences move, teams drift
- Teams define the audience differently.
- Channels chase different signals.
- Campaigns feel slightly off.
So what is a Custom Audience?
A Custom Audience builds your brand’s audience inside Tastewise based on real behavior. It updates as behavior changes, giving teams a shared reference point that keeps insights and activation aligned.
- It changes as real behavior changes
- It reflects what people do, not what they say
- It lives inside Tastewise, where teams explore behavior
- It is meant to be used, not just analyzed
Wondering how this would work for your audience?
Custom Audiences are created around real behavior.
Join the waitlist to see a real audience example.
Two ways teams use Custom Audiences
Some teams want to discover new opportunities. Others want to sharpen what they already know. Custom Audiences supports both.
Audience Discovery
For growth and whitespace.
Use Custom Audiences to find new audiences based on real behavior.
• Find new growth audiences
• Catch early behavior shifts
• Uncover brand or product opportunities
Audience Matching
For precision and alignment.
Use Custom Audiences to validate and refine existing audience definitions.
• Refine existing audiences
• Reduce internal debate
• Keep teams aligned as behavior evolves
What you can see inside a Custom Audience
A Custom Audience is not a score or a label. It’s a clear, shareable view of who these people are and how they behave, grounded in real food and beverage data.
With each Custom Audience, you can:
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Get the insights
See what this audience buys, eats, and engages with across categories, plus the patterns that show up consistently.
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Share a snapshot to align teams
Generate a simple audience view that teams can use as a shared reference point, so everyone is working from the same definition.
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Filter Tastewise through this audience
Use the audience as a lens across insights, dashboards, trends, and briefs, so results reflect the people you actually care about.
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Activate the audience in the content
Turn the audience into action through Tastewise, including audience-tailored briefs and assets created through the Content Agency.
Ready to stop guessing and move with your audience?
Frequently asked questions
A Custom Audience is a living audience layer built inside Tastewise using observed food and beverage behavior. It helps teams understand who their audience is today and use that audience consistently across insights, innovation, and activation.
Traditional audience segmentation is usually static and often built from surveys, demographics, or one-time research. Custom Audiences are grounded in observed food and beverage behavior and evolve as that behavior changes over time.
Tastewise builds a Custom Audience around your goal, your brand or product, and the audience you want to reach. Teams can start from what they already know, for example, an existing target segment, or explore a new audience opportunity. From there, Tastewise uses observed food and beverage behavior to shape a clear audience profile and refine it with you, so the result is specific enough to be shared, used, and activated across the platform.
Yes. Many teams utilize Custom Audiences to refine and expand their existing audience definitions. This adds behavioral clarity to segments you already work with and helps teams stay aligned as consumer behavior changes.
Custom Audiences reflect ongoing changes in consumer behavior as new data flows into Tastewise. This helps teams spot shifts early and avoid working from outdated audience assumptions.
Custom Audiences are utilized by insights, innovation, brand, marketing, and category teams, particularly when multiple teams require collaboration on a single audience definition across various decisions and timelines.
Yes. Custom Audiences are built on Tastewise’s food and beverage data, including consumption behavior, product interactions, and trend signals.
Custom Audiences launches in January 2026. Join the waitlist to get early access and see examples.
No. Custom Audiences sit on top of existing research and strategy. They help teams keep their audience understanding current and aligned as behavior changes, without starting from scratch.