Leigh Lavery
Credit: News Corp
The Growth Distillery, News Corp Australia’s research and intelligence think-tank, has revealed its 2026 program, shifting the industry’s focus away from "backward-looking" data toward the raw human motivations that algorithms often fail to capture.
Newly appointed general manager Leigh has announced a significant evolution for the platform: the full integration of Distillery insights into Intent Connect, News Australia’s audience intelligence engine.
In a market saturated with automated data, Lavery argues that brands are increasingly making decisions based on historical patterns rather than future intent.
“This year, The Growth Distillery is upping the ante on Human Intelligence to focus on the unconventional truths that algorithms miss. The market is flooded with algorithmic insights, and while valuable, these models are inherently backward looking,” said Lavery.
“The biggest shift for us this year is linking that foresight to the immediacy of action. By integrating our research into Intent Connect, we are giving clients the capability to target the high-value audiences identified, closing the gap between knowing the customer and growing the customer.”
The 2026 agenda is defined by a series of deep-dives into cultural shifts and consumer "passion points" that defy traditional demographics.
This includes "The Unconventional Truth," a series that challenges the safe, "common sense" wisdom that often leads to stagnant brand growth.
Key pillars of this research include moving beyond stereotypes for Gen Z and Gen Alpha, as well as examining how overreaching brand safety measures are costing brands money and harming the media ecosystem.
The program also features "Fuel for Fandom," which focuses on turning passive audiences into active fans across key passion categories such as food, travel and wellness.
Flagship research programs Signals of Intent and Technographics also return, now with the ability to target identified audiences directly through Intent Connect.
Finally, the Distillery will leverage "Lighthouse," its proprietary 30,000+ consumer panel, for real-time sentiment tracking to link shifting societal moods directly to consumer buying behavior.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.