Improving audience experience

Industry: Events and Entertainment

Category: Experience Research

Services Offered: Audience Research, Segmentation, Audience Experience

Date: 2020

In December 2019, we were challenged to help design a Kenyan festival to bring out the inner child in the audience. We planned and conducted rapid ethnographic studies to understand the audience experience in each phase of the festival.

Solution

We planned and conducted rapid ethnographic studies to understand the audience's experience in each phase of the festival. We did:

Qualitative analysis of notes, responses, and social media comments
Created personas to understand the audience needs, motivations, and pain points
Journey Maps to assess thoughts and touchpoints at each stage

Outcomes

Working with sales and marketing, communication, designers, talent, and entertainment teams across the organization, we achieved the following outcomes.

Audience segmentation and personas helped select appropriate event days, features (e.g., music and games), event partners, ads, and media to reach customers for future events.

To comply with my non-disclosure agreement and protect the startup idea, we have omitted confidential information from this case study.

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Improving audience experience

Solution

We planned and conducted rapid ethnographic studies to understand the audience's experience in each phase of the festival. We did:

Qualitative analysis of notes, responses, and social media comments

Created personas to understand the audience needs, motivations, and pain points

Journey Maps to assess thoughts and touchpoints at each stage

Outcomes

Working with sales and marketing, communication, designers, talent, and entertainment teams across the organization, we achieved the following outcomes.

Audience segmentation and personas helped select appropriate event days, features (e.g., music and games), event partners, ads, and media to reach customers for future events.