August 2019

Success factors that make all the difference - Part 2

GCB Learning Nuggets – No 4: Success factors that make all the difference

Engaging events don’t happen by chance. Our Future Meeting Space research has identified six key success factors that are interrelated and influence each other. In our previous learning nugget, we looked at networking, disruption and digital tools. Now, it’s all about knowledge transfer, interaction and satisfaction:

Success factors for events that make all the difference

Networking - Disruption -  Digital tools -  Knowledge transfer -  Interaction -  Satisfaction

Knowledge transfer

Knowledge transfer is undoubtedly one of the most important factors for successful event. Attendee satisfaction crucially depends on attendees being able to gain new knowledge, improve their understanding of a topic and apply new information in their everyday working life.

TIPS: There are various things you can do to boost knowledge transfer at your event. First, try to incorporate inspiring and, most of all, interactive formats. There’s ample research that shows that getting people to work together on something promotes stickiness of know-how and information, and formats that open new perspectives make taking in new content easier. Never underestimate the importance of your speakers either. They should cover your topic from every angle and be able to take questions spontaneously and interact with the audience. Make sure that interaction is made possible, be it via apps or set-ups such as fishbowl that encourage exchange. Our Future Meeting Space research has also shown that visualisation is key when it comes to knowledge transfer.


As mentioned, interaction is crucial for knowledge transfer and should be encouraged and supported. It is also interesting to see how this aspect correlates with other factors to create successful events. We have previously spoken about the positive aspect of disruption, i.e., the delivery of surprising elements that make a difference, and our research has shown that interaction between attendees or attendees and speakers has positive effects on the disruption factor.

TIPS: We’ve already mentioned the importance of interactive formats above and can only stress again: Think carefully about the session formats when building your conference or other event to integrate interactive set-ups, and make sure to sensibly mix digital and real-life options for people to interact with each other, always considering that different personality types (e.g., more or less introvert/extrovert) have different ways of communicating.


Satisfaction is a kind of “meta” success factor that is largely influenced by the knowledge transfer and disruption factors: Overall satisfaction with an event is mainly down to knowledge transfer. Anyone who learned something new at an event, is happy with it afterwards. Secondly, disruption as surprising and emotional elements that change something, stay in people’s minds and create a sense of community, contributes to the satisfaction of attendees.

TIPS: Don’t underestimate the experience factor. Be it innovative formats that raise knowledge transfer to new levels, an unusual venue or activities that trigger emotions – people appreciate if you go the extra mile and will leave your event as more satisfied customers. 

#Eventprofs, this one is for you

In a new series of Learning Nuggets, we’ll serve you the most important results of our Future Meeting Space phase 2 research to create more engaging events. 

#meetings #events #userexperience #futuremeetingspace #tips #learningnuggets

The innovation network “Future Meeting Space” (FMS) was created in 2015 by the German Convention Bureau (GCB) and the European Association of Event Centres (EVVC) in collaboration with the Fraunhofer Institute for Industrial Engineering IAO. It looks into trends, innovations, and societal developments and their possible influence on the meetings industry. In this context, research focuses on the design of future meetings, the evolving needs of participants and the resulting requirements that anybody involved in the process of planning and creating meetings needs to consider.