TikTok has been a spectacular success. But continuing to grow at such a rate is tough, and TikTok recognises that future success rests on truly understanding the needs, attitudes and motivations of its global audience, both current and future.

We built on our extensive experience in developing segmentations and audience frameworks in the entertainment and content sectors to deliver a model that unlocks opportunities across the full global audience and worked with TikTok to embed this in the business to maximize the value of this key strategic tool.