Some of us go to great lengths to understand and truly get to know our audiences. Through community management and regular engagement, to audience research and user testing. There are many ways that we can – and already do – seek to know them better and empathise with them through our content.

But what don’t we know about them? What are the mysteries yet to be uncovered that might actually hold the key that will take our engagement strategies from great to outstanding. What are they not saying? What are they not sharing? What’s hidden from plain sight, and leading us on a path of assumption and belief, instead of truly knowing and fully understanding?

In this session we’ll explore the power of supercharging your curiosity to really have you sniff out the truth about your audiences. We’ll take an ontological approach that will help us to see what’s beneath the surface, or right under your nose that you might not be seeing or might be afraid to explore.