Most people lie on surveys

We'll send a survey after every Underdog Con.

One of the questions would be, "Which speaker gave you the most value?" We'd nod to some answers and use whatever we have to improve.

But they're mostly inaccurate.

The problem is that people are polite, not truthful. Sometimes they rate speakers incorrectly as well – rating the ones who made them laugh higher, but not the ones who changed how they think.

After running 10+ conferences, I've discovered a way to find out if a presentation truly hits.

I'd observe (during the event) if people are scribbling away.

Not those who take photos of slides. (Because c'mon, we know they don't actually refer back to their photos)

But those putting pen to paper.

The physical act of writing forces you to synthesize, which means you actually use your brain. And thus recall is better.

But that's a topic for a different day.

The point is: Great marketers study their audiences. Not what they say, but how they really behave in the wild.

“The trouble with market research is that people don't think what they feel, they don't say what they think, and they don't do what they say.
- David Ogilvy

By observing our audience, we've built a one-of-a-kind marketing conference. That aims to leave everyone better than when they walked in.

We're 10 days away from Underdog Content Con.

Go get a ticket before it sells out

Considering the people speaking and attending.

It's going to be epic.