Where are they hanging out? What are some weird problems? Like when you go to a tech conference – the first thing that everyone is fighting over is electricity plugs.
Look at what people do. Then, rather than fighting their behavior, the second step is to [ask yourself,] if my attendee is in charge of innovation, how can I let them lead me to make this a better event? The key is don’t do a focus group. Don’t do a survey. Just observe.