Measuring the emotions of events

Baba Shiv, a marketing professor at Stanford School of Business, said we want to think we are rational creatures, but in fact, the vast majority of our thoughts and things we do are shaped by emotions rather than reason. Based on decades of evidence and his own research, SHIV estimates that “90 to 95% of decisions and behaviors have been unknowingly shaped in our emotional brain systems,” Shiv told speaker and writer Matt Abrahams on Abrahams’ podcast, “think thinking faster thinking faster,” speaking Smarter. If you want to convince people, Shiv says, “First of all, you need to be involved in what the emotional brain is looking for.”

Emotions also play a role in learning and memory, making it more connected to educational experiences that emotions are more likely to stick to. Barbara Fredrickson, director of the University of North Carolina’s laboratory for positive emotions and psychophysiology, said positive emotions can help us think more broadly and build stronger connections with others.

Many conference organizers understand the main role of emotional engagement and experience factors playing in their events, but more than half (55%) say that according to the CEMA Events Maturity Benchmark Study, they find emotions difficult to measure. In the same survey, most people said that the rate of return (ROE) of experience or emotion was not prioritized compared to the traditional rate of return (ROI) indicator.

With the following articles, we set out to explore how event organizers define ROE and are designing events that make Pretepant’s emotions, experiences and engagement at the center of it. – and the tools they use to measure this impact.