Making events special and different

The Challenge

Helping a leading events company identify key behavioral typologies to prioritize areas of investment and territories for new product development.

The Approach

We ran a series mobile ethnographies with event attendees across seven different countries to identify key behavior types. These were validated with quantitative research, and then we created documentary style films to bring people to life in a way that both informed strategy and made it easy for marketing teams to develop communications plans that really worked.

The Impact

We helped Reed Exhibitions (now RX) develop a long-term strategy to better connect with attendees, which later received the Market Research Society award for best B2B strategy.