CASE STUDY
Bringing the Face of the Consumer into an Industry Conference
Problem
A music and radio industry conference with a nearly 40-year history was running out of new ideas for its sessions. They were seeking a fresh addition to the standard format of panels, speeches and research presentations.
Solution
We conducted a focus group among eight radio listeners who own Google or Amazon/Alexa smart speakers and have used them to listen to AM/FM radio. The purpose of the group was to shed light on opportunities to reach these listeners through this new technology. A 2-hour group was conducted prior to the session, with an edited half-hour version presented to conference attendees, after which the listeners were brought on stage for a live Q&A session with the attendees.
Outcome
The in-conference focus group was a hit, achieving the highest attendee rating of any session and helping to revitalize interest in the conference.
