Interview with Steffen Ronft, lecturer at Lucerne University of Applied Sciences and Arts - Business, consultant and author
Can you briefly tell us about your background and experience in event psychology?
My academic background is a bachelor’s degree in business administration with a focus on trade fair, congress and event management, a master’s degree in business psychology and a doctorate in the field of perception psychology. My fascination for the combination of business management knowledge and psychological aspects developed while I was organizing events at school. I have now been researching and teaching in the interdisciplinary field of event psychology for over 12 years. A major milestone in 2021 was the publication of the 1,000-page anthology "Eventpsychologie: Veranstaltungen wirksam optimieren: Fundamentals, Concepts, Practical Examples", which brings together perspectives from 60 authors from academia and practice. As a consultant, speaker and juror for the international EVENTEX AWARDS, I am committed to raising awareness of event psychology findings in the event industry and anchoring them more firmly. Each project offers me a new and exciting case with its individual goals and framework conditions.
How has the psychology of events changed in recent years?
- Clients, agencies, event organizers, service providers and education providers are increasingly aware of the special psychological aspects of events. The coronavirus-related restrictions and the trend towards digital formats have brought the added value of physical events back into focus. As a result, personal participation in events has taken on a new value, as the market now offers many digital alternatives from video meetings to immersive virtual reality applications.
- How have the expectations of event attendees changed in recent years?
Visitors increasingly expect events to be organized in an environmentally friendly way. This includes, for example, choosing sustainable venues and travel options, reducing the carbon footprint and minimizing waste products. The integration of technology has become crucial to enhance the attendee experience. This includes virtual and augmented reality, interactive elements and the use of social media to make events more engaging and accessible. Attendees are looking for events that offer more than just information. They expect immersive experiences that take them out of their everyday lives and into other worlds, such as themed events or interactive exhibitions. The coronavirus pandemic has increased the acceptance of hybrid events that combine both physical and digital elements. Participants appreciate the flexibility of not having to travel, even if this often comes at the expense of emotionality and social interaction.
- What psychological needs must event organizers pay particular attention to today?
Event organizers should pay special attention to the basic needs for safety, social connection and personal relevance. Safety encompasses both physical and emotional aspects, while social connection promotes a sense of community and interaction. Personal relevance means that the event should be specifically tailored to the needs and expectations of the participants.
- What role do emotions play in the design of events?
Emotions are both a goal and a means to an end at events. People take part in cultural events because they expect special emotional experiences - the emotions are therefore the "ordered product". At business events, on the other hand, emotions serve to effectively convey cognitive content such as product information and to anchor it positively. Ultimately, a successful event should be a holistic communication experience that will be remembered for a long time.
- How can event organizers ensure that their events create positive emotional experiences?
The targeted design of multi-sensory experiences that appeal to as many senses as possible, as well as the integration of personalized content and interactive elements, can effectively promote positive emotional experiences. It is crucial to keep a close eye on the target group and adapt the stimuli to their specific needs and expectations. Insights from personality, social and emotional psychology offer valuable approaches for finding the right approach. It is interesting to note that there is no universal hierarchy of basic needs in the event context: While for a music fan the need to be in the front row is more important than sleep or food intake, for other visitors good catering can be decisive for a positive evaluation of the event.
- How important is communication before, during and after an event?
Before the event, it serves to attract attention, provide important information, build trust and set expectations. During the event, communication ensures that everything runs smoothly and that the key messages of the event are conveyed. After the event, thank you notes and follow-ups help to maintain engagement and allow messages to be reprocessed and retained. Evaluations after the event can help to improve future events. Overall, care should be taken to ensure that the respective messages are coherent when communicating. The strongest effect is achieved through multi-sensory communication, i.e. when the "sustainability" of an event can be seen, heard, felt, smelled and possibly tasted in the materials used.
- What future trends and developments do you see in event psychology?
One important trend is the increased integration of artificial intelligence in data analysis and research. In the future, it will be possible to analyze visitor behavior more quickly and make interdisciplinary research results more efficient and easier to understand. This will enable more precise, AI-supported event planning that takes all aspects of an event into account, from target group-specific catering to optimal routing. Virtual and hybrid B2B event formats have become firmly established in recent years, and technological innovations such as the Apple Vision Pro will continue to have a significant impact on participants’ expectations. This also needs to be accompanied from a psychological perspective.
- How can event organizers prepare and adapt to these changes?
Event organizers should prepare for upcoming changes by keeping an open mind and curiosity for disruptive innovations. Artificial intelligence, XR applications and a growing understanding of human psychology will enable new approaches to event planning and implementation. Psychological insights help to understand the needs of participants and create emotional, immersive experiences, while AI and XR can plan, implement and evaluate these efficiently. In my view, "standing still and waiting" is not an option; our industry will also realign itself in favour of organizations that think innovatively. Now is the time to take a close look at these issues and critically reflect on existing processes.
Dr. Steffen Ronft is a lecturer in CAS Live Experience and Event Design at the Institute for Tourism and Mobility ITM