Browsers, the focused, and the advocates: three behavioral types.
observation — attributed to John Woo
Woo's typology of event attendees has three categories. Browsers walk quickly by the experience and decide whether to engage; they love to multitask, especially online, and try to catch a little of everything. The focused are organized, intentional, planned; they know who they want to connect with in-person or online. The advocates are brand loyalists, the ambassadors and amplifiers of the message. Each type rewards different design choices. Designing for all three is more work than designing for one, but it produces events that reach the full audience rather than serving only the type that matched the producer's instincts.
For event producers and experience designers thinking about how the same room contains audiences with very different engagement styles. The typology is most useful as a design checklist when programming is being built.
audience-types, behavioral-segmentation, browsers-focused-advocates, design-implications