Leveraging IMEX’s global community to gather insights, Freeman will unveil its latest Trends Report on live event innovation at IMEX America in two weeks’ time. The report will spotlight the “eXperience” component of its XLNC framework. Focusing primarily on the ‘X’ of the framework, findings reveal how both attendees and organisers define, value, and measure live event experiences today. They also show what’s working, what’s missing, and where there’s room to innovate, covering everything from immersive design and personalisation to food, tech, and location.
The report aims to balance the predictive intent of attendees with the opinions of the planning community, providing organisers with an important view into this segment. The Freeman Trends Report is unique in how it leans into the point-of-view of the attendee, along with the exhibitors and sponsors, to give a complete view of the events landscape.
Ken Holsinger, SVP, Industry Research & Insights at Freeman, explains: “Experience is the X factor for live events—the moments that make people lean in, connect, and take action. This report will dig into the elements that amplify those peak moments, from immersive design to the subtle touches that drive engagement, enhance learning, and spark commerce. Our goal is to help organisers identify and deliver the experiences that truly set their events apart.”
Results revealed on Smart Monday
The findings will be revealed on Smart Monday, powered by MPI, Monday, October 6 and revisited along with other insights in “Freeman Trends, Research and Projections for 2026” on IMEX America’s opening day, Tuesday, October 7.
Freeman has now surveyed over 5 million people globally. Its survey findings are always within a 2.5% margin of error, meaning data is an accurate and credible reflection of the global events industry at any given time.
This latest collaboration follows two previous in-depth report explorations by IMEX through the lens of its Impact 2.0 Talking Point and signals the company’s commitment to high-quality research and content that fuels its vision: A thriving global events industry focused on positive change.
Register now for IMEX America, taking place October 7-9, at Mandalay Bay, Las Vegas, and opens with Smart Monday, powered by MPI, on Monday, October 6. Find out more here.
