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Global events and engagement agency Live Group is launching a game changing audience-profiling tool for the events industry. Called AudienceDNA, it gives organisations incredibly rich insight into their audiences to help them create content that’s customised for every attendee, to increase engagement, ROI and results, and to reduce waste.
The development of AudienceDNA has been spearheaded by Live Group’s newly appointed Head of Audience, Bruce Rose. “For too long,” he said, “the events industry has ignored the diversity of its audiences to deliver ‘one-size-fits-most’ experiences. But people have changed. Everyone now expects personalised, engaging experiences at work and play –thanks to entertainment apps, they are acutely aware of what technology can do and they expect the same instant access, easy to use, personalised experiences. With AudienceDNA, this is now possible in the events space.”
Available exclusively to Live Group clients, AudienceDNA lets organisations get under the skin of every single member of their audience by asking them to answer a handful of simple questions. Live Group analyses the data to determine the personality make-up of the audience and marries insight with intelligence (or ‘a little alchemy’, as Bruce Rose likes to describe it) to shape an event around the people attending it.
From the venue, location and format – should it be in-person, virtual or hybrid? – to the balance of networking and learning, the type of speakers and sessions, the way information Is delivered, the numbers of rest and reflection breaks, everything is tailored to what will have the most impact with the audience.
Bruce Rose added: “AudienceDNA allows us to take audience engagement to a new level and support our clients’ employee engagement, and diversity, equality and inclusion strategies. What’s really lovely about AudienceDNA is that, by tailoring every aspect of an event to its audience, it opens the door to people who previously may have felt excluded within the Industry, such as the neurodiverse. Making events more inclusive and accessible is one our key pillars at Live Group, and AudienceDNA is a cornerstone in this revolution.”
Several of Live Group’s government, financial services, and trading and investment clients are among those to have used AudienceDNA to shape their events during the pilot stage.The Global Office of the BDO organisation, a Live Group client, used Audience DNA to profile their delegates prior to a leadership conference in 2022.
Julia Johnson, Global Brand & Marketing Director at BDO commented: “Our objective was to obtain genuine engagement and participation from all those attending and the resulting detail of their personalities and preferences allowed us to respond to the different preferred learning styles amongst our delegates. The information also helped us to guide our speakers and presenters in building the right content and delivering an optimum engagement approach. A key learning, for example, was that peer-to-peer presentations are core for our leaders.”
It’s not only the live elements of the event that can be shaped using AudienceDNA, as Julia Johnson added: “Additionally, in order to make the most of how the audience engages with content, we used the profiling data to frame our pre-event communications, creating differing messaging formats for the different learning types, i.e. recognition, learning, social and experience.”
