Case 03

Mirror, mirror on the wall.
Get to know what the audience thinks about itself.

Case 03: For learning and change

Wouldn’t it be nice to hear how the audience  collectively views itself? In only a short time frame, a series of questions will help you sketch a profile of your audience. Ask questions about the image of a profession or reveal a different side of your audience by asking them unexpected questions. It’s a nice way to start the day, a rejuvenating break during a long meeting and an exciting finale to your presentation.


NBA live reputation study
with 1,300 accountants.

During the 2013 NBA Accountant’s Day, Cees van Riel, Professor of Corporate Communications at Erasmus University Rotterdam, presented a reputation study on accountants for an audience of 1,300 accountants. Van Riel tested his findings to the audience by asking them questions about how they see themselves. These questions could be answered via mobile phone and tablet. Since the audience was the subject of the study, the response rate was high. One of the questions was:

“If someone at a birthday party asks what
I do for work…”
A) I like to tell them that I’m an
B) I’d rather keep it a little vague
C) I suddenly remember that I have
to go home


Although accountants have an image of not being very outspoken, it was nice to see how many comments came about from the questions. The session brought up a sense of belonging, not to mention, a lot of laughs. At the reception following the presentation, there was an extensive talk about the findings. Van Riel said that through the audience interaction the study came to life.

More Cases


10 Want to play a game?

AFAS Tennis Classics | Learning and Inspiration
Read More


09 From A to Z

Achmea | Involvement and Inspiration
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08 Show all you’ve got

Libra | Change and Inspiration
Read More


07 Any other business?

FRESH | Learning and Involvement
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06 Follow suit

Conjugo Events | Learning and Development
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05 Opening communications within departments

ABN AMRO | Involvement and Change
Read More


01 Hanging on your every word

KLM | Learning and Involvement
Read More


02 Go ahead and ask | Learning and Inspiration
Read More


04 Many hands make light work

Ahold | Involvement and Inspiration
Read More

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