Eventbrite

The Experience Movement: Thought Leadership

Thought leadership on the live moment...

Finding The Meaning In Live Experiences

Eventbrite is the largest events tech platform in the world. An important ingredient in its success to date has been realising the potential to act as a thought leader on the topic of live experiences, what they mean to people and how the landscape is changing.

They called on Crowd DNA to explore the role of live experiences in more detail – and ultimately to create a compelling set of narratives for different markets; stories that would generate PR-able outcomes to share with an extensive range of media partners.

Outline Of Approach

+ The project took in a number of markets: the US, UK, Australia, New Zealand, Germany and the Netherlands; all with different stakeholder needs to juggle.

+ First, it was important we looked at the wider landscape in each country, gathering relevant cultural reference points and forming hypotheses to frame the questionnaire and realise fresh insights on the future of events.

+ This prepared us to conduct online surveys, speaking to a total of 6,000 people

Agility & Collaboration

A fast turnaround was key, so partnering with trusted panel and omnibus providers meant we could provide credible data quickly to the various stakeholders. The process was extremely collaborative: working closely with the client during analysis enabled us to develop and refine the narrative, interrogating the data to ensure it was robust to media criticism.

Social & Political Times

Key to the findings was examining the role that coming together offline, IRL, to share ideas and plan action, is increasingly playing in these challenging social and political times. The work provided Eventbrite with a series of reports to use in press releases, these gaining editorial coverage across a total of 26 media outlets.

"Americans are attending more live events than ever before. In the past year, four out of five Americans (78%) attended a live event, ranging from entertainment-focused experiences like music concerts and beer festivals, to more cause-related events like marches and rallies. Our increased preference for live experiences is being driven by a strong desire to connect with people, our communities, and the world — and there’s no doubt that the current political climate is contributing to this uptick."
Eventbrite Press Release

  • Narrated Galleries

    We love films, but narrated galleries – fusing showreels of still images and audio of participant commentary – creates outputs that allow for high levels of reflection and audience empathy. Ideal for user experience work, in other words

  • Crowd Communities

    We’ve a wealth of experience at setting up and managing communities for clients, with learnings on how best to engage audiences and a full box of tricks for maximising what we get out of the work – including geo tagging, streaming in social media data and a mobile optimised platform

  • Pinterest

    We’ve used Pinterest to really good effect on a number of projects recently, helping us to explore differences and commonalities among different typologies in areas such as fashion and style, home, holidays and entertainment. Engagement levels with participants always rank high, and clients love the vividness and clarity of the findings.

  • Citizen Journalism

    Citizen journalism works on the principle of making reporters of our participants, briefing them to capture what’s happening in the lives of their friends and family via video dispatches and blogging. It gets us places where we can’t otherwise get. It bypasses the bias of having a researcher in attendance. People are often more accurate reporters on those around them than on themselves, so that’s another bias circumnavigated.

  • Network Audits

    If you want to really understand how people interact with those around them, it’s logical to research interconnected groups of friends, family and work colleagues. First developed as part of our award winning word of mouth research for Guardian News & Media, and since then refined and reconfigured across a range of global projects, our network audit approach helps us understand who’s influencing who as authentically as possible.