Unbalanced view about audiences

The perils of comment books & ad hoc comments

We have come across organisations who are very concerned about car parking problems for their customers. Yet this was only a small amount of research indicating that this it was something felt very strongly by a very small number of people. A small number of vocal participants can drown out the silent majority.

It is important to keep feedback and comments in perspective. Don't ignore them, but find out if they are one off or widespread opinions.

Thinking your computer system has all the answers

It is all to easy to think that the answers to all your questions are buried within your expensive computer system. Your CRM, booking or ticketing system will give you a huge amount of answers about WHO your audience members are and WHAT they attend and do, but no information about WHY. You will not know what motivates them, how they feel about you, what triggers them to attend (or, indeed ,not).