THREADLINES
A fast and cost-efficient way to identify Canadians who will take action with you.
Engagement isn’t
one-size-fits-all.
Most audience segmentation still relies on demographics.
Age, location, income.
The assumption is: if you know who someone is, you know how to reach them.
But that approach no longer works. Traditional targeting falls short in today’s environment where privacy restrictions limit data access, transparency rules demand smarter outreach, and audiences expect relevance over generalization.
It’s a pattern of actions.
Threadlines is our proprietary audience segmentation model that connects attitudinal, behavioural, and digital engagement data to understand how Canadians think, what they do online, and what motivates them to act.
Your strategy should fit behaviour.
That insight has transformed how we approach everything from campaigns and creative to government relations and opinion research. Whether you need to mobilize an audience, test a message, or sharpen your strategy, Threadlines gives you the clarity to act with confidence.
Let’s put it
to work.
Threadlines doesn’t just identify who to reach. It shows you how to connect in ways that fit naturally into people’s daily lives and habits. You’re not interrupting. You’re integrating.
It’s not magic.
Just really good research.
We combine qualitative insight, survey data, and digital behaviour to build clusters of Canadians. Those clusters share some commonalities, but vary significantly in how they take action online, in-person, and through conversation.
Engagement behaviours
The four core clusters of Canadians
Changemakers
Amplifiers
Contributors
Unengaged Onlookers
Tell us where you’re heading.
We’ll show you who’s coming with you.
If you’ve made it this far, don’t stop here.
Give us 20 minutes and we’ll show you what makes Threadlines different.
You’ll leave knowing exactly who to target and how.
Why Earnscliffe?
We are Canada’s leaders in strategic communications, government relations and opinion research. This is no small claim, but it’s one we own every day. For more than 30 years, we have been helping our clients achieve their goals in public affairs. We’re ready to help you move forward.
