How do you identify the needs of your conference audience?

One thing I wish more events would do is take advantage of getting information before an event and outside of a survey or a poll emailed to someone. People love giving their opinion, but how often do you see such social media posts asking for such engagement? Spark those conversations online before your event and open up audience feedback to a broader audience.

Identificar las expectativas de la empresa y de los asistentes es muy importante. Para ello, consulto al responsable que motivó a la empresa a hacer esa capacitación y qué esperan lograr con ella, el efecto esperado. Acto seguido, aplico una encuesta en la que busco conocer QUé asuntos específicos desean encontrar los participantes en el evento y cuál es el BENEFICIO que les reporta esta formación en su vida y en su trabajo. Es conveniente también consultar a la persona responsable de la empresa si han hecho otros eventos sobre el tema que vamos desarrollar y que asuntos cubrieron para evitar la repetición. En resumen indagar asuntos que sintonicen a la gente que va a asistir y la expectativa de la empresa.

It’s amazing how even a few simple questions can reveal so much about what attendees are looking for. I’ve found that in addition to asking what they want to learn, asking why they want to learn it can give even more insight into their motivations and goals. That way, you’re not just shaping the content, but also creating a deeper connection with them on a personal level. Tailoring content to meet those needs isn’t just about delivering value—it’s about making your audience feel seen and heard.

Look into who’ll be attending—their industries, roles, and challenges. Connect with event organisers for insights on past feedback or specific audience goals. Next, engage directly through surveys or social media to learn what they’re looking to gain. During the conference, pay attention to real-time cues: audience reactions, questions, and engagement levels will guide you to adapt on the spot. Ultimately, meeting their needs comes from listening and being ready to adjust your approach to provide maximum value.

Utilize data analytics to gain insights into your audience's behavior and preferences. Analyze website traffic, social media engagement, and registration data to identify trends and interests. This data-driven approach can help you tailor your presentation to better meet the audience's needs and expectations.

reviewing feedback from past conferences gives you a clear picture of what resonates and what doesn’t. Doing your homework on your audience can never hurt! When you invest the time to research, it’s like creating a map of your audience’s journey, it helps you meet them right where they are, and deliver content that feels truly relevant and impactful.

One of the easiest ways t get FREE feedback during your event is by observing what attendees are doing. Are they on their phones during a keynote or panel, what breakout session is standing room only, when do people laugh, how often to people get up during a presentation to go to the bathroom or network outside? All these things and more can aid you in developing a better event experience that not only entertains and educates your attendees, but it offers them with answers to address their pain points. You don't have to send dozens of polls to get information. Turn the lights up a bit in the general session ballroom and simply be a people watcher.

One thing that’s often overlooked is the power of storytelling. Whether it’s sharing your own experiences or highlighting success stories from people in the audience’s industry, stories can create a stronger connection and make your message more memorable. I’ve also noticed that providing real-life examples of challenges or solutions similar to what your audience is facing can make your content more relatable. At the end of the day, people remember how you made them feel, and weaving relatable stories into your presentation helps solidify that connection.

La audiencia es la reina. En el momento de la contratación, investiga quién será la audiencia. Si es segmentada, pregúntale al contratante qué sería un éxito y cuál es la acción esperada tras tu conferencia para poder ajustarla. Si es amplia y diversa, solicita porcentajes de actividad laboral, género, industria, país, etc. Esto te permitirá personalizar ejemplos, chistes y terminología. En la presentación, programa espacios de participación. No todos funcionarán, por lo que debes dise?ar un plan B en caso de no obtener la respuesta esperada. Provoca siempre interacción y entrega un regalo final que los lleve a una de tus plataformas; esto te indicará cuántos quisieron saber más de tu mensaje.