More than 90 percent of meeting professionals exceed their goals through hybrid meetings, according to new research supported by Sonic Foundry Inc. and the Meeting Professionals International Foundation.
Through qualitative interviews and a quantitative survey completed by 1,800 participants, including meeting professionals, event delegates, technology vendors and consultants, the research report provides a comprehensive snapshot of hybrid events, as planners focus on the growing importance of the trend.
“This research clearly supports what we have known but lacked scientific data to support. By strategically using hybrid technology, the planner can expand the reach of their event which increases the ability to drive business results – a far more valuable asset than merely controlling costs,” said Cindy D’Aoust, COO and interim CEO, Meeting Professionals International (MPI).
Key findings from the research include:
• 93 percent of planners surveyed meet or exceed their objectives when organizing a hybrid event.
• 70 percent of respondents say hybrid meetings will be an important part of meetings in
• 50 percent of respondents say they record their conference content for on-demand access – a strong indication organizations recognize the value of sharing content with those unable to attend in person.
“The survey results pointed to a gap between what attendees value and what meeting planners are actually doing,” said Samuel J. Smith, president, Interactive Meeting Technology. “Sonic Foundry and MPI invested in identifying what successful planners are doing and in developing a roadmap to show how others can be successful as well.”
The full research report provides a comprehensive look at the way hybrid events are carried out and how they are perceived within the meetings industry. Insights and guidance gleaned from experienced hybrid event organizers also is provided.
“Sonic Foundry is proud to partner with the MPI Foundation to support the first comprehensive research on hybrid events. We firmly believe, and the results of the survey corroborate, that hybrid events will play an important role in the future of meetings,” said Gary Weis, CEO, Sonic Foundry. “Through the explosive growth of our Mediasite Events group, we’ve seen first-hand how early adopters of hybrid meeting strategies have expanded the impact and reach of their events, creating deeper attendee engagement and valuable online knowledge while contributing meaningful ROI.”
Smith will present a free webinar, “Insights from MPI’s First Hybrid Meetings Research,” with Sonic Foundry on Sept. 18.
MPI is a global community comprised of more than 21,000 members representing 84 countries worldwide. Sonic Foundry provides video content management and distribution for education, business and government to help bridge time and distance, enhance learning outcomes and improve performance.