The Carnegie Endowment for International Peace (CEIP) was striving to gather brand perceptions from key consumer groups “outside the Beltway.” Specifically, CEIP needed to learn how these audiences regard the think tank and how they would prefer to engage with and use the organization and its resources. To answer these questions and assist in targeting, we conducted one-on-one in-depth interviews with academics, media influencers, state and local leaders, and business leaders in targeted cities across the country.