|Two case studies from my conference organising days that show why it is vital to research your audience’s needs:
A speaker at the conference was a well-known celebrity. He is a very good speaker with valuable information to share. His signature style is very direct and to the point. Most audiences tolerate this style as part of his character and authority. Indeed some people find his style intoxicating.
He was addressing an audience of Consumer Relations Managers; people who spend their working days dealing with volatile customers and their complaints. In his session he did not temper his manner of delivery, but was just as forthright and bombastic as normal. The audience found his style inflexible and arrogant. A large majority of the audience hated his presentation and documented this freely in their comments afterwards.