Elevating Events

The Challenge

Helping a world’s leading events organizer truly understand what makes each of their events (and attendees) different to prioritize future investment.

Hosting 7 million people a year at 500 events in 30 different countries, our client 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 them prioritize areas of investment and insights-based territories for new product development.

The Approach

Taking our client’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 from 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.

The Impact

As as result, we helped our client develop a long-term strategy to better connect with attendees, which later received the Market Research Society award for best B2B strategy.