Event Planners and the Bias Trap: Are We Giving Attendees What They Want?
As event planners, we pride ourselves on crafting exceptional experiences. We obsess over every detail, from the perfect lighting to the carefully curated playlist, all with one goal in mind: making attendees happy. But here’s the uncomfortable truth—our decisions are often clouded by biases, and those biases don’t always align with what attendees want or need.
The Influence of Bias in Event Planning
Bias is an inevitable part of being human. It’s shaped by our experiences, preferences, and assumptions. In the context of event planning, these biases influence decisions such as:
Program Content: We might prioritize topics that we find exciting or assume are universally appealing without consulting our audience.
Venue Selection: A planner’s personal preference for an upscale hotel may overlook the fact that attendees value proximity to transportation over luxury.
Engagement Strategies: A reliance on traditional formats—like panels or keynotes—might ignore the growing demand for interactive and hands-on sessions.
When Assumptions Backfire
Consider this scenario: You design a networking event with an elaborate cocktail hour featuring high-end hors d’oeuvres and a formal atmosphere. You assume attendees will enjoy the chance to network in style. However, feedback reveals that many felt intimidated or excluded by the formal setting. They would have preferred a more relaxed and approachable environment with structured icebreaker activities to help facilitate conversations.
This disconnect happens because we’re designing based on what we think attendees want, rather than what they actually tell us through data and feedback.
Strategies to Mitigate Bias
How can we break free from the bias trap? Here are some actionable strategies:
Assess: Start by assessing your assumptions and biases. Reflect on past events and identify areas where decisions were made without attendee input.
Identify: Pinpoint what truly matters to your audience. Use surveys, focus groups, and past feedback to identify key priorities and preferences.
Ask: Directly ask attendees what they value. Incorporate pre-event surveys and post-event feedback loops to gather insights that guide planning decisions.
Understand and Empathize: You must understand your audience and empathize with their needs to design meaningful experiences. Think about what will make them feel valued and engaged throughout the event.
Analyze the Data: Don’t just collect feedback—analyze it. Look for patterns in attendance, engagement metrics, and survey results to identify what truly resonates.
Test and Learn: Incorporate elements of A/B testing into your planning. For example, try different session formats or networking opportunities to see what garners the best response.
Diverse Planning Teams: Bring together planners with different perspectives and backgrounds to challenge assumptions and broaden ideas.
Stay Agile: Adopt an iterative approach to planning. Be ready to pivot if something isn’t working or doesn’t align with attendee needs.
The Payoff of Bias-Free Planning
When we let go of our assumptions and focus on attendee-driven decisions, the impact is profound. Events become more engaging, attendees feel heard, and your reputation as a planner soars. It’s not about erasing bias—that’s impossible—but about recognizing and counterbalancing it with intentional, data-informed choices.
Final Thoughts
As planners, it’s tempting to trust our instincts. After all, we have years of experience and a deep understanding of the industry. But the best events happen when we step outside our own perspectives and design for the people who matter most: the attendees. By acknowledging our biases and prioritizing their needs, we create experiences that not only meet expectations but exceed them.
