Breakout
May 12
10:10 a.m.–11:00 a.m.
sold out
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How to (really) know your audience

Have you ever wondered if your content work is impacting your audience’s experience in a positive way? Have you ever heard someone say, “Well, we just know they’re unhappy” when talking about your audience, without having any data or explanation as to why? Or found yourself looking at multiple sources of information trying to figure out which one mattered most?

After many conversations and failed attempts at using multiple tools to understand our audiences, the folks at Rocket Mortgage have developed a methodology and action plan that allows them to measure audience loyalty, effort, and satisfaction. Their process emphasizes consistent delivery and accountability, so they’re not just taking temperature checks—they are actively pursuing solutions.

In this session, you’ll learn:

  • Why it’s important to quantitatively measure your client experience, where to begin, how to set up a scalable program, and what to do with it once you start getting results
  • How one organization established methodologies to move away from broad understandings of their audience to a defined program of client measurement
  • When to establish a variety of longitudinal studies and intercepts that can inform your understanding of a B2B market that historically has only been understood anecdotally
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Liju George
Liju George

Senior Market Researcher, Rock Central Detroit

Emily Neville
Emily Neville

Senior Research Analyst, Rock Central Detroit

How to (really) know your audience

Have you ever wondered if your content work is impacting your audience’s experience in a positive way? Have you ever heard someone say, “Well, we just know they’re unhappy” when talking about your audience, without having any data or explanation as to why? Or found yourself looking at multiple sources of information trying to figure out which one mattered most?

After many conversations and failed attempts at using multiple tools to understand our audiences, the folks at Rocket Mortgage have developed a methodology and action plan that allows them to measure audience loyalty, effort, and satisfaction. Their process emphasizes consistent delivery and accountability, so they’re not just taking temperature checks—they are actively pursuing solutions.

In this session, you’ll learn:

  • Why it’s important to quantitatively measure your client experience, where to begin, how to set up a scalable program, and what to do with it once you start getting results
  • How one organization established methodologies to move away from broad understandings of their audience to a defined program of client measurement
  • When to establish a variety of longitudinal studies and intercepts that can inform your understanding of a B2B market that historically has only been understood anecdotally
This is some text inside of a div block.
|
This is some text inside of a div block.
This is some text inside of a div block.
|
This is some text inside of a div block.
Liju George
Liju George

Senior Market Researcher, Rock Central Detroit

Emily Neville
Emily Neville

Senior Research Analyst, Rock Central Detroit