Freeman Report: In-Person Events Dominate Professional Learning, But Design Lags

Event summary

  • 70% of attendees rank in-person events as their top source of professional learning, per Freeman's Trends Report.
  • Only 20% of attendees prioritize continuing education credits, favoring immediate applicability instead.
  • Event organizers overestimate the effectiveness of education sessions, particularly in delivering real-world relevance.
  • Passive learning formats remain prevalent despite attendee preference for interactive, hands-on sessions.
  • Report based on a survey of 4,700 attendees and 185 event organizers.

The big picture

The report highlights a strategic disconnect in the events industry: while in-person events are the preferred channel for professional learning, their design often fails to maximize engagement and retention. This trend underscores a broader shift toward experience-led learning, where the ability to apply knowledge in real-world scenarios is prioritized over passive content consumption. Freeman's findings suggest that event organizers must rethink session formats to unlock the full potential of in-person learning.

What we're watching

Design Innovation
Whether event organizers can shift from passive to interactive learning formats to better align with attendee needs.
Learning Metrics
How the industry will measure the real-world impact of in-person learning beyond traditional engagement metrics.
Competitive Differentiation
The pace at which Freeman and competitors will integrate these insights to enhance event value propositions.