The Challenge
The world’s leading events organizer … was holding too many events to truly understand what makes each one special and different. Hosting 7 million people a year at 500 events in 30 different countries, Reed Exhibitions realized they’d gotten too broad to have a truly global understanding of the different needs and motivations of event attendees across the world. The Sound was brought on to bring event attendees to life and to help identify a few key behavioral typologies, in order to help Reed prioritize areas of investment and insights-based territories for new product development.
