EVENTBRITE
Consumer Segmentation - Identifying High-Potential Audiences
The question
Eventbrite already had a useful point of view on its target consumer, but the business needed a more complete understanding of the broader market.
We wanted to identify the distinct types of event consumers that existed, determine which represented the strongest opportunities, and understand what those differences should mean for marketing and product decisions.
The signals
The global work identified several distinct consumer groups with different motivations, event behaviors and ways of discovering and choosing experiences.
Some audiences stood out because they attended more events, spent more in the category, showed stronger engagement with Eventbrite and had greater influence on the people around them.
But those high-potential audiences were not motivated by the same things.
Some were driven more by exploration, novelty and social connection.
Others were more motivated by personal interests and played an important role in deciding what their social circles would attend.
The gap
The challenge was not simply identifying different audience groups.
The business already knew broadly who it wanted to reach.
What was missing was a clearer understanding of why different high-value consumers behaved the way they did and how those differences should change the way Eventbrite engaged them.
What became clear
Two consumers could be equally valuable to the business for very different reasons.
That meant audience strategy needed to go beyond demographics or even event preferences.
Motivation, discovery behavior, social influence and the role live events played in someone’s life all mattered.
The Influence
The segmentation created a more actionable framework for audience prioritization and was designed to support marketing, creative development, media strategy, personalization, product planning and future consumer research.
Ready To Look Again?
The Answer May Already be in Plain Sight.
Let’s look at what the evidence is telling you.
Ready To Look Again?
The Answer May Already be in Plain Sight.
Let’s look at what the evidence is telling you.
Follow our strategic perspectives
EVENTBRITE
Consumer Segmentation - Identifying High-Potential Audiences
The question
Eventbrite already had a useful point of view on its target consumer, but the business needed a more complete understanding of the broader market.
We wanted to identify the distinct types of event consumers that existed, determine which represented the strongest opportunities, and understand what those differences should mean for marketing and product decisions.
The signals
The global work identified several distinct consumer groups with different motivations, event behaviors and ways of discovering and choosing experiences.
Some audiences stood out because they attended more events, spent more in the category, showed stronger engagement with Eventbrite and had greater influence on the people around them.
But those high-potential audiences were not motivated by the same things.
Some were driven more by exploration, novelty and social connection.
Others were more motivated by personal interests and played an important role in deciding what their social circles would attend.
The gap
The challenge was not simply identifying different audience groups.
The business already knew broadly who it wanted to reach.
What was missing was a clearer understanding of why different high-value consumers behaved the way they did and how those differences should change the way Eventbrite engaged them.
What became clear
Two consumers could be equally valuable to the business for very different reasons.
That meant audience strategy needed to go beyond demographics or even event preferences.
Motivation, discovery behavior, social influence and the role live events played in someone’s life all mattered.
The Influence
The segmentation created a more actionable framework for audience prioritization and was designed to support marketing, creative development, media strategy, personalization, product planning and future consumer research.
Ready To Look Again?
The Answer May Already be in Plain Sight.
Let’s look at what the evidence is telling you.