IMEX Frankfurt 2026 education track report
Across this track, IMEX Frankfurt 2026 speakers framed event design around the human nervous system—attention, emotion and belonging—rather than logistics and headcounts.
Drawing on neuroscience, generational research, destination strategy and directorial craft, sessions showed that events earn their value by changing how people feel, connect and behave long after the doors close.
Conclusions included: design with intention for the individual, measure what truly matters, and treat capacity, attention and joy as finite resources worth protecting.
Key takeaways
1. Design with emotion at the center—then measure against clear objectives
Sofia Eriksson, Amex GBT, argued that events should be built around emotional peaks, because people remember how they felt. She referenced psychologists Daniel Kahneman and Hermann Ebbinghaus with the peak-end rule and forgetting curve, noting attendees can forget half of content within days.
She also described using cameras that read people’s emotion—rather than recording faces—to identify where attention drops, then measuring outcomes such as pride or inspiration instead of relying on satisfaction scores.
2. The venue and environment now rank above content in driving meeting success
Mark Cooper, IACC, reported that, for 10 of 11 years, Meeting Room of the Future research ranked education and content first. In 2025 and 2026, it dropped to third—behind venue, environment and human connection.
This shift places greater emphasis on the spaces planners choose and how they brief them.
3. Capacity—not preference—should anchor design decisions
Yush Sztalkoper, NeuroSpark+, introduced the equation: demand + capacity = fit, emphasizing that nobody arrives neutral.
Drawing on a trip to Tokyo with her two neurodivergent sons, she described anticipatory design rooted in the Japanese tea ceremony—where the environment absorbs friction so attendees can retain capacity for learning and connection
4. Attention is fluid—design for shorter, more dynamic formats
Stephanie Hall, Exclusive Collection and Alexander Bell shared survey data from senior corporate organizers showing learning transfer (46.2%) and connection quality (20.5%) as key success markers. They highlighted boredom setting in by minute 26 of a 30-minute session and recommended refreshing attention every three to five minutes rather than overloading agendas.
5. Inclusive, multigenerational design expands reach and increases attendance
Karin Krogh, of Kuoni Tumlare Congress showed that designing for baby boomers, Gen X, millennials and Gen Z can visibly increase attendance.
Paula Rowntree, Australian Psychological Association, added that features such as quiet spaces and flexible seating benefit a much wider audience than expected—including attendees recovering from injury.
Key challenges
1. Outdated metrics still shape decisions
David Adler, Gathering Point News and Panos Moutafis, Zenus, argued that organizers continue to focus on easy metrics—registrations, badge prints and scans—rather than meaningful impact.
Panos noted that optimizing for Net Promoter Score alone can skew results, as research shows loyal repeat attendees often score lower because they want the event to improve.
2. Cognitive overload and packed agendas reduce engagement
Sofia Eriksson noted that attention often drops after around 20 minutes, and overload affects even extroverts. Yet long sessions with limited breaks remain common.
Yush Sztalkoper added that phone use in busy sessions often signals nervous-system escape—not boredom—meaning disengagement is frequently misinterpreted.
3. Generational and decision-making friction slows change
Karin Krogh shared an example of a board chair who resisted online meetings while she advocated for flexibility—highlighting how senior decision-makers can block more inclusive formats.
She emphasized that authenticity is essential for millennials and Gen Z, who disengage quickly if content feels corporate or inauthentic.
4. A shrinking, undertrained talent pool threatens delivery
Matt Regnier, Pleni The International, highlighted declining birth rates globally and inconsistent education pathways across markets. In some regions there are multiple training institutions; in others, none. One Colombian attendee described hiring untrained workers who request higher pay without developing their skills.
5. Research is often performed superficially—or not at all
Donnacadh O’Briain warned that research is often treated as a checkbox exercise, with slide decks suggesting depth where little exists.
He framed meaningful research as a leadership responsibility, noting that teams reflect leaders who prioritize appearance over substance.
Key opportunities
1. Rethink personas based on how people think and learn
Sofia Eriksson encouraged moving beyond demographics and job titles to map preferences, learning styles and values through surveys and in-depth interviews.
She recommended allowing at least a month for persona development and using AI or external support to free time for this work.
2. Anticipatory, neuroinclusive design is low cost and high impact
Paula Rowntree showed that communication is often the simplest and most effective tool—informing attendees in advance about loud moments or DJs allows them to prepare.
She also shared low-cost sensory solutions, including affordable kits and accessible materials, alongside a structured endorsement scheme.
3. Apply a directorial lens and prioritize form in experience design
Donnacadh O’Briain introduced his Direct model, including the Convex Take the Lead experience—an immersive leadership program designed for small groups.
He treats form as a core design element, using physical space and narrative to shape outcomes, and emphasized that instinct must be supported by preparation.
4. Build local capacity—and measure joy to demonstrate value
To resolve the challenge of a shrinking undertrained talent pool (challenge four, above) Matt Regnier proposed a Seal of Excellence to assess freelancers against measurable criteria, alongside training academies combining local and international expertise.
Frances Vieras Blanc, Eat the Cake Studio and Panos Moutafis, highlighted the importance of designing for emotional impact and measuring outcomes such as facial response, dwell time and sentiment. They noted that younger audiences increasingly view events as a trusted information channel.
This report was created with the help of Snapsight.
