Germany Presents Future Meeting Space Research Results
GCB recently presented the results from the second phase of its research project
The German Convention Bureau (GCB) presented the results of the second phase of its “Future Meeting Space” research project at the 2019 PCMA Convening Leaders conference in Pittsburgh to an international audience. The research was funded by the Professional Convention Management Association (PCMA) and provides insights into attendee types and success factors as well as recommendations for action.
Based on the data from an online survey that was conducted between September 2017 and June 2018, where the Fraunhofer Institute for Industrial Engineering IAO asked the question “How to create successful events?”, six attendee types and six success factors were recognized. Attendees represent different degrees of tech-savviness, they differ in their communication behavior, they are either more or less career-focused and can be found in different levels of their organization.
Depending on the attendee type, age and gender also come into play. Success factors include satisfaction as the “meta” factor, largely influenced by the two other factors, knowledge transfer and disruption: attendees are happy with events if they learned something new that they can apply in their everyday work and if events surprised them or triggered changes. Networking, interaction and use of digital technologies are further success factors.
Please select this link to read the complete article from Boardroom.