Emotion recognition and measurement tech is at an incredible level of development these days. All the big players in almost every industry, from social platforms to car manufacturers to space exploration, are researching and analyzing how they can know what the customer feels, what emotions affect their decisions or behavior. We can take this as a sign that those businesses that place customer emotions at the top of their priorities will be the most successful.

Event planners are now paying (long overdue) attention to the pre- and post-event stages. There are many things to review in those stages, and here is one I want to discuss today: what should go in your pre-event email.

To start the event on the right foot, you should scrutinize your pre-event communications.  The guys from GreenBook Events emailed me with an IIEX Behavior reminder, and I thought it was an excellent example of a thoughtful pre-event message. Let’s dissect it.

In the very first episode of Nudgestock 2021 Rory Sutherland makes one important remark: ‘The best ideas nowadays don’t emerge within disciplines – they emerge at the intersections between them’. 

I cannot agree more. Event Psychology that I focus on, suggests just that. It lies at the intersection between creating events for people and with people, and studying people’s behavior to provide them with best experience. When event planning and psychology meet, you’ll have the most innovative ideas for increasing attendee engagement, facilitating growth, and creating meaningful experiences.

In that first session Rory makes a great point discussing if everything is BS (behavioral science, and what did you think?🙃). He says, no, one should not think BS is the only solution in every case. But –

“If you don’t use BS to expand the potential solution space to a problem, by adding a psychological dimension to the problem, in addition to other aspects or metrics you’re considering, then you’re missing out on a huge opportunity”.

Rory Sutherland / Nudgestock 2021

In other words, the best solution should almost always involve psychology. This statement really resonates with me. What I argue in context of events is exactly that: Event Psychology is not a tool that magically solves all of your event planning problems. Yet, it is an effective tool that can simplify many aspects of the event planner’s job, and improve the quality of events without requiring a huge investment.

Rory provides one terrific example. The engineers have created solar panels, a major achievement and great solution, but the problem of getting people to adopt solar panels has not been solved (and cannot be solved without an understanding of how people make decisions). In the events language: you might have figured out the best safety measures for your in-person event. Or, you might have gone above and beyond with various activities to boost engagement at your virtual event. But have you thought about how you are going to make people follow your safety rules or use the features you intended for better engagement?

On to more Nudgestock takeaways specifically for eventprofs ⬇️

Can you fight Zoom fatigue? Want to know your Zoom Exhaustion and Fatigue score? Scientists to the rescue!

So I’ve been cooking this post for quite some time by now.  You know I firmly believe eventprofs should apply scientific insights more intentionally. For that, we need to start educating ourselves on behavioral science and psychology. One great way to do that is of course, through reading books. Below is my top 6 list of behavioral science books for event planners I highly recommend. They all are authored by renowned researchers and – this is the best part – are written for professionals from other industries and generally all interested, so they are engaging and very much fun to read.

This year Nudgestock festival of behavioral science took place online, and became a unique opportunity for anyone interested to hear leading experts from behavioral science and psychology fields. Naturally, I could not miss that, and it didn’t disappoint: both from content and event planning perspective it was fascinating to experience. I did 3 posts highlighting most interesting sessions in my view, and detailing my takeaways for #eventprofs community. As they were published within a couple of weeks, I thought I’d put it together as a summary so that you don’t have to search them one by one. So here we go.

As pricing and increasing sales for online events is currently a hot topic, I thought it’s a good time to remind about anchoring effect.

In 1974 Kahneman and Tversky did an experiment in which they first asked participants to spin a wheel containing the numbers 1 through 100 (but participants were not told that the wheel was rigged to land on either 10 or 65).  Then the scientists asked them whether the percentage of African countries that belong to the U.N. was higher or lower than the number on the wheel, and last, they asked what each participant’s own estimate of the percentage would be.

The results indicated what is now known as anchoring effect.