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Newsline Research 8 MAR-APR 2019 MEETINGS & CONVENTIONS MCMAG-ASIA.COM A quick checklist for the next perfect event, no matter the kind of attendees: • EVENT DESIGN: Events should not last for too long as this does not influence, for example, the potential for networking. Cost and benefit need to be considered • TECHNOLOGY: It is important to use innovative formats and technology to connect, visualise and present. Light and sound are supporting elements. • KNOWLEDGE TRANSFER: Speakers that can cover a topic from every angle are key to knowledge transfer, as well as interactive formats, such as fishbowl discussions, feedback apps or small groups. • VISUALISATION: New formats, such as writable walls or large-scale projection screens but also visualisation aids that attendees made themselves intensify the development of knowledge. • DISRUPTION: The disruptive character of an event considerably impacts its success: Events that change attendees as individuals and organisations create lasting memories. • INTERACTION: New content and interaction between attendees and also between attendees and speakers improve knowledge transfer and have positive effects on the disruption factor. is characterised as "tech-savvy, young, quiet". In this group, 54.1% of attendees are female, 34.4% are between the ages of 26 and 35, 82.6% have an academic degree and 84.5% work full-time. Another group is characterised as "tech- savvy, male, experienced," made up of attendees who are 72.4% male, 18.5% who attend as speakers, 37% who are between the ages of 46 and 55, 91.7% with an academic degree, 14.8% with a Ph.D. and 21.3% who are self-employed. To succeed, researchers argue, planners must plan and incorporate programming that caters to all six types of attendees. This might include, for example, providing dedicated support for more introverted or less tech-savvy attendees, and organising a mix of sessions that focus on individual versus organisational success. Said Dr Stefan Rief, who heads the research unit for organisational development and work design at Fraunhofer IAO, "The study has identified realistic attendee types as they currently exist. It also highlights the most relevant success factors and reviews some common assumptions about the effects of certain factors." "As our analysis has proven, knowledge transfer is important for events. Building on that, [the next phase] will look at the primary role events play as trendsetters for business and science." — MATTHIAS SCHULTZE, MANAGING DIRECTOR, GERMAN CONVENTION BUREAU 6 KEY TAKEAWAYS FOR A SUCCESSFUL EVENT: The GCB launched its Future Meeting Space initiative in 2015 with the following goals: to gather key trends, innovations and developments in society, business and technology; to examine their influence and applicability to meetings; and to deliver tangible tools and data to the industry. Completed in June 2016, the first research phase produced an Innovation Catalog from which the GCB developed six Future Meeting Scenarios that paint a picture of what future meetings might look like. Findings from both the first and second phases of research are available at the Future Meeting Space website at www.future-meetings-space.de. In conclusion, GCB managing director Matthias Schultze said, "As our analysis has proven, knowledge transfer is important for events. Building on that, the planned third Future Meeting Space' research phase will look at the primary role events play as trendsetters for business and science." PHOTO CREDIT: MONKEYBUSINESSIMAGES/GETTY IMAGES