Understanding our conference and events clients like never before


Getting feedback from clients after an event is one thing, but being able to understand what they're thinking and feeling during the event is something no-one has attempted before…until now!


Over the past three months, we've been busy conducting a unique experiment at our conference and event venues across theUK, studying the brain activity of conference organisers, delegates and speakers to track the changing thoughts, feelings and behaviours during an event.


To get real-time feedback during a conference, we fitted organisers, speakers and delegates with the latest hi-tech EEG (electroencephalogram) headsets that used sensitive pads to monitor brainwave activity.


By analysing the variations in gamma, beta, alpha, theta and delta brainwaves - the different 'pulses' of electrical activity in the brain - we were able to capture the stresses and strains, and the high points and low points, involved in organising, attending or speaking at a conference.


The findings - contained in QHotels 'The Brainwaves Report' - are already helping to shape our conference and events service with recommendations including earlier access to conference facilities, a 'Green Room' for attendees and speakers, 'surprise' lunchtimes and encouraging the use of social media during events.


Download the full report here




Our research revealed that:

  • On average, a delegate's concentration started to drop after three and a half minutes of a presentation

  • Delegates' concentration levels were at their lowest on average 26 minutes before the lunch break

  • Delegates who took notes during the event or tweeted about the seminar were likely to process information more efficiently, and remain engaged for longer, than those who didn't

  • 75% of delegates we studied switched off if they were already familiar with the content, regardless of the performance of the speaker


  • Stress levels among conference organisers were at their highest on average 32 minutes before the event began

  • Conference organisers showed high levels of brain activity related to a specific combination of calmness, alertness and strong problem-solving skills

  • Speakers felt the most nerves on average two minutes before they started presenting

  • An exciting speaker doesn't always mean a successful speaker. We found that delegates maintained higher levels of concentration if they found the content relevant and informative, regardless of the performance of the speaker


Download The Brainwaves Report