Angela Tupper interviewed me for EventMB, now part of Skift, in March 2022, after I spoke at the Future of the Event Industry summit. We talked about how planners can use three tools together. Demographics describe the people coming to your event, psychographics record what they've done before, and values explain why they do what they do. I also told her how the database grew. When we took the research global, the list went from 40 values to 56, and Environmentalism was one of the new ones.
We also talked about a study we'd done on attendees who were nervous about coming back to in-person events. Their top value was Family. The next one was about avoiding risk, so they wanted everything explained in detail before they'd commit, and after that came the value of Health & Well-Being. We also found that planners care more about the value of Experiences than the attendees they're planning for, which is good to know when you're deciding what goes into an event. The original EventMB page is hard to reach now, so the link below goes to our archived copy.
You can read the original at EventMB (archived copy).
My new book walks you through all kinds of ways to identify (and use) your values, and it's available for pre-order now. It's called The Values Map, and I would be very grateful if you pre-ordered a copy. My publisher would love it too. ❤️
Everything gets easier when you know What Matters Most.
