Choosing your audiences
An audience in Kumkuat is a persona: a named stakeholder, either an individual such as a specific journalist or analyst, or a segment such as "Retail Investor Community". Personas are grouped into categories (Media, Investors & Analysts, Regulators & Policymakers, Employees, Customer Voices and so on). Every scorecard, chat, survey and narrative test starts by picking a set of them.
Three ways to start
| Path | Best when | What you get |
|---|---|---|
| Import from the Marketplace | You want public-figure audiences with grounded profiles today | Curated packs such as Business & Financial Media, House Republicans, Senate Democrats and sector packs; each persona is linked to its public sources |
| Upload a spreadsheet | You already maintain a stakeholder list | Your own list, with optional AI enrichment of each profile |
| Generate for me | You are exploring, or the company is new to you | Audiences and themes drafted from the company profile |
You can combine paths. Most teams import a Marketplace pack for the external audiences and upload a spreadsheet for internal or customer segments.
The spreadsheet template
Only a name column is required. Recognised optional columns:
| Column | Used for |
|---|---|
description | Who the persona is and what they care about |
category | The audience category it is filed under |
is_individual | TRUE for a named person, FALSE for a segment |
website, x, linkedin, bluesky, truth_social, other links | Public sources to ground the persona in |
Choose the worksheet and the header row, confirm the column mapping Kumkuat guessed, and check the preview. Rows whose name matches an existing persona are flagged so you can reuse the ones you already have or update them from the sheet. Tick Enrich profiles with AI to have Kumkuat research each row before creating it; this is slower but produces fuller profiles.
After import
- Star the audiences you use most; favourites appear first in every picker.
- Group audiences into panels in the Audience Library so a whole set can be picked in one click.
- Open any persona to edit its description, tone, interests and concerns, or to link more sources. See Personas.