Taking Reed’s existing research, we developed hypotheses about the different motivations and needs attendees have when going to events. We then used online mobile ethnographies to talk to event attendees across all sorts of sectors in seven different countries – drawing apart different behavior types, which we then validated quantitatively. Finally, we conducted interviews with event enthusiasts around the world, bringing each typology to life through a short, creative, documentary-style film, which could be shared across the entire company to get every function on board with the new focus.
Taking the time to think about commonalities and differences helped galvanize Reed’s fractured business units around core human needs and desires. We helped prioritize spend on short-term digital innovation and helped them think about longer-term opportunities to better connect with attendees. Beyond that, our work was so well-received that it’s been brought on the road to each of their unique business units across the globe, ensuring it’s taken forward as a central strategy for each event, and it received the prestigious Market Research Society award for best B2B strategy.
A City With A Chip
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Making a Segmentation Sing
Pandora came to us, wanting to do a really smart, modern-day segmentation … not just a numerical prioritization of who they should go after, but a living, breathing, inspiring piece of work for everyone in the company to rally around.Read More
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A popular TV network had recently completed a quantitative segmentation and needed our help further dimensionalizing its core audience to help shape its content and marketing strategies.Read More