Exploring the opportunity for a new event

Our client wanted to design an Asia-centric event that would have good traction and growth potential. They wanted to tap into a specific trend in the market and wanted to explore if there was enough potential to design an event around it.

The Central Question: Who should we target and how should we design the event to encourage participation in large numbers?

We used a learn-and-refine approach combining secondary research and primary research to arrive at the answer. Secondary research and expert interviews were used upfront to scope out and define a starting point for the exploration. The scope was sharpened in consultation with the client to identify specific areas for further exploration. We then used primary research to uncover attitudes towards the topic and how that would impact interest in and expectations from the event. Insights from the study raised a more important and fundamental question on the relevance of the topic, to begin with. This led to a re-evaluation of the clients’ plans and a change in course of action.