Freeman Report: Attendees Shift Learning Focus Outside Conference Rooms
Event summary
- Freeman's second Learning Report found attendees want 54% of event learning outside traditional sessions, rising to 64% at trade shows.
- Peer conversations and exhibitor interactions are now rated as more valuable than formal sessions by attendees.
- 84% of attendees view sponsored sessions neutrally or positively when sponsorship is clearly disclosed.
- Two-thirds of emerging generations prefer more learning opportunities outside traditional conference rooms.
The big picture
Freeman's findings highlight a broader industry shift towards experiential and interactive learning in events. As attendees increasingly value peer interactions and hands-on demonstrations over passive sessions, organizers face pressure to redesign event spaces and programming. This trend aligns with the growing emphasis on practical takeaways and networking opportunities in professional development.
What we're watching
- Event Design Evolution
- How event organizers will adapt to integrate more informal learning environments into their programming.
- Sponsorship Transparency
- Whether the positive perception of sponsored content will drive increased investment in these formats.
- Generational Shifts
- The pace at which younger audiences' preferences will reshape traditional event structures.