Case Study: A Leading Technology Company 2

"Voice of Attendee" Research Provided Basis for Partner Conference Improvements "Voice of Attendee" Research Provided Basis for Partner Conference Improvements

Situation
This leading technology Company was planning their next annual Partner Conference. In previous years business units had been asked to sponsor the elective breakout sessions. Because attendance at some sessions had been disappointing, sponsors were less willing to contribute funds. The Company was interested in determining breakout session participation in a more predictive fashion to aid in the process of securing funding. Better prediction around breakout session participation would provide a more meaningful experience for partners and also help justify and optimize the financial sponsorship of these sessions by the businesses.

Solution
In order to achieve these goals, Maritz recommended a "Voice of the Attendee" research study targeted to all contacts who had been invited to the previous year's conference. The study was designed with the following objectives:

  • Identification of data-driven strategy that would help direct and define;
    • What attendees want to hear (content)
    • How attendees want to receive the information (format and "media" used)
    • From whom they want to hear the information (speakers)
  • Identification of which breakout session topics will attract what audiences
    • Predicting audience size for each session
    • Identifying ideal format and media to use considering audience size
    • Identifying most desired speakers to deliver the content (such as Partner peers, product and technology experts, third party industry experts, etc)

TURF Elective Session Assessment
The attendee survey was designed using the Total Unduplicated Reach and Frequency (TURF) methodology. The TURF modeling tool allows interactive selection of content by attendee preference.

  • Frequency (content ranked by raw popularity)
  • Unduplicated Reach (number of attendees provided their number one 'most desired' content through offering a diverse set of topics)
  • The ability to interactively overlay "contextual elements" such as format WITH speaker and WITH content type.

The data collection and analysis included:

  • Collecting information on past meeting/process participation
  • Collecting information regarding what they might want to improve in breakout sessions
    • Improvement suggestions regarding information shared in meetings
    • Improvement suggestions regarding speakers (and potentially other attendees in meetings)
    • Improvement suggestions regarding how information is shared
  • Collecting information quantifying the value of attending events in the process
    • By business unit
    • By topic area
    • By business 'challenge'
  • The core of this study focused on theoretical participation in future process/meetings
    • Exposing respondents to the various breakout sessions that "theoretically" could be offered at the next Partner Conference
    • Using a checklist of different kinds of content, asking respondents what kind of content they would want to see in each type of meeting they selected as wanting to attend
    • Using a Q-sort questioning technique, asking respondents to rank their most preferred (top two they would most like to see, next X number they would like to see - number to rank would be determined based on the total number of selections and the total number of 'timeslots' available)
    • Providing list of potential formats, and a list of potential or possible speakers for each meeting

Results

  • Analysis of the resulting data contributed to the development of a strategy to maximize the event's impact to the businesses and ultimately to the organization.
  • Businesses could sponsor sessions with the confidence that those who would attend would be their best prospects.
  • This information was used to ensure alignment or identify gaps between the participants in the process and the company's goals and objectives.
  • The Client gained a process of continuous improvement for their breakout sessions and a strategy to make it happen.

For more information, please visit Maritz at www.maritz.com or call (877) 4 MARITZ.