The key to the success of face to face meetings is group interaction, according to research conducted by imago in conjunction with Loughborough University and The Right Solution.
The research – Does the future have room for face-to-face communication – was conducted earlier this year amongst a sample of more than 750 event organisers, delegates, graduate and undergraduate students.
Eighty-eight percent of each group said that group interaction and discussion was the top benefit of meeting face to face in a learning environment, whilst 67% said knowledge sharing was another key benefit and 60% reported fewer communication barriers when meeting face to face.
Other results included:
- 48.4% of event organisers said face to face communication meant there were fewer distractions leading to greater concentration
- 22.1% of students said face to face communication allowed them to remember messages for longer
- Face to face communication allowed delegates to read facial expressions and body language
imago’s head of sales and marketing Emma Boynton says the research forms an important part of how the organisation will make meetings more successful for their clients. She comments: “In a modern world where we rely heavily on technology to conduct day to day business, our research highlights the importance of taking time away from the office to meet with our peers face to face. In particular, group interaction is key in making business meeting successful – participants can retain knowledge for longer and they can read body language and facial expressions so there are no barriers to communication.
“We felt it was important to include students, particularly those on courses such as Loughborough University’s MBA, in the research because they are the future of the meetings industry. They provide us with insight into the minds of future leaders, event delegates and organisers. The data gathered will allow us to create an environment in which successful outcomes from meetings can be achieved, providing organisers and delegates with a greater return on investment.”
The research was undertaken by Loughborough University and imago. The Right Solution provided methodology, analysis and validation of the research which was conducted amongst 779 respondents using a mixture of focus groups, online and face to face questionnaires.
The final research paper is available to download for free from http://go.welcometoimago.com/meet-the-future. Follow the debate and share thoughts about the research on Twitter via #futureF2F
imago unifies Loughborough University’s conference and events venues under one brand offering high quality meeting spaces, venues and accommodation along with excellent sports and leisure facilities. imago manages the AIM Gold accredited Burleigh Court and Holywell Park as well as Loughborough University’s conference and events facilities and The Link Hotel.