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Our work
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Women’s Rugby World Cup: how can the spike in interest in women’s rugby be built upon to create a lasting legacy?
The 2025 Women’s Rugby World Cup sparked a remarkable shift in engagement with women’s rugby. While the number of UK adults engaging with rugby union overall hasn’t changed significantly, the percentage of rugby union fans following women’s rugby has jumped over the last six months.
Strictly speaking: What the data really says about the backlash
The media framed Strictly’s 2025 line-up as a lurch to the right. But Yonder’s Clockface analysis reveals a different story: low awareness, broad appeal and balanced sentiment.
Putting real lives at the centre of audience understanding
Segmentation alone isn’t enough. To understand audiences, we need to see real lives in motion shaped by identity, context and change.