Global Logistics Leader: Designing a CFO Roundtable Series Supported by Synthetic Audience Intelligence.
Designing a senior executive engagement programme around real CFO priorities, supported by AI-powered research synthesis.
From programme planning to genuine audience intelligence.
Context
A global logistics enterprise wanted to launch a senior CFO roundtable series engaging finance leaders at strategic accounts. The programme needed to be built around what those CFOs were genuinely interested in, not what the organisation assumed would resonate.
Reframe
The opportunity was to design the programme around genuine audience intelligence rather than informed assumption. Without this, theme selection risked reflecting internal priorities instead of the realities CFOs were navigating. The task shifted from planning an event to first understanding what this audience actually cares about and what would earn their time.
Solution
We built a structured view of what CFOs across the UK and Ireland are actively navigating, combining primary insight from the client's CFO with deep market research into the priorities, pressures and decisions shaping the role today.
This audience intelligence was used to develop three distinct roundtable angles, each designed to reflect real challenges finance leaders are facing and to create the conditions for valuable peer-level discussion.
To strengthen confidence in the direction, AI-supported synthetic personas were used to validate the insight and test each angle through a simulated roundtable experience. This ensured the final recommendation was grounded not only in research, but in how the audience would engage in practice.
Innovation
The client faced challenges accessing a sufficient number of senior finance leaders within the required timeframe, limiting the ability to validate themes through traditional primary research alone. Rather than slowing the programme down, we built on the primary insight already available and extended it to the specific brief.
AI-supported synthetic personas enabled us to apply this existing audience intelligence in a more dynamic way, simulating a live roundtable environment to test and refine potential discussion angles. This allowed us to evaluate how each direction would land with the target audience and adapt the approach in near-real time, ensuring the final recommendation was both evidence-based and practically validated before delivery.
Impact
Three roundtable angles were developed, each grounded in documented CFO priorities across the UK and Ireland. The programme was positioned around the decisions CFOs are actively navigating, giving it the credibility to earn attendance from senior finance leaders at strategic accounts, and positioning the client as the valued facilitator of such a discussion.
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