The seed is at the point of where the old bloom meets the pod. It is not in the pod. It kindof attaches to the pod.(the center ) I am not sure what it's called. There is probably a site for seed Identification, Enchencia.. Purple cone flower..

The link below shows a seed head and the seeds for Echinacea
purpurea, aka Purple Coneflower.

Sue

Here is a link that might be useful: Purple Coneflower

The seed is a white football looking thing. Usually easiest to let the flower dry, then turn it upside down in a container and knock them out. Sometimes I need to physically remove them, too. Just watch the fingers. They are sharp!