WRG Launches Attendee Experience Design (AXD) Unit
Combining Behavioural Science, Data Insights, and Digital and Live UX in One Unit
We're excited to today be launching our Attendee Experience Design (AXD) Unit which combines our proprietary Behavioural Science 7 Drivers framework with Data Insights, and Digital and Live UX. This unique combination enables experiential and event professionals to design live, virtual and hybrid experiences with more attendee and business impact.
By putting human behaviour and motivation at the heart of our work, we deliver a scientifically informed approach that enables planners to:
- Scientifically understand what drives your attendees’ behaviour
- Pinpoint pain and gain moments across the attendee journey
- Ideate creative communications and experiences that stand out
- Increase attendee engagement and commitment
- Deliver greater business value through scientifically-backed action
The AXD Unit is led by our Head of Creative Strategy, Katie Streten, and supported by award-winning Behavioural Scientist, Guy Champniss PhD, and his team, who have created the 7 Drivers framework that underpins the Unit’s unique experience design approach.
Katie Streten, Head of Creative Strategy at WRG comments: “We’ve listened to the pain points of experiential marketers and know they face an unprecedented challenge to design and deliver experiences that maximise audience impact and business value across both live and virtual audiences. By looking at the attendee journey through the combination of Behavioural Science, Data Insights, and Digital and Live UX, we can use a scientific understanding of what blocks and drives audience behaviour to identify specific opportunities to bring our creativity to bear, increasing attendee impact and therefore business value.”
Tim Collett, Managing Director at WRG comments: “It’s clear to us and our clients that we’re in a new era of experiences where many of the usual attendee behaviours no longer apply. Using the team’s internationally recognised Behavioural Science expertise to underpin WRG’s creative experience design approach makes the AXD Unit a standout offering which can measurably help brands to maximise their return on experience.”
Read more here.
