"This research embodies everything we stand for at the Experience Studio, offering actionable insights on what works and why it works. It reinforces the importance of considering the science behind creativity, driving emotional connection, and building memory formation, when designing your event strategy. By bringing neuroscience, psychology, and design together, the impact to our client’s events is extraordinary and ensures we create unforgettable experiences. Ultimately, our goal is to empower our clients to craft events that don’t just inform but truly move people and leave a lasting memory."
Richard Atkinson-Toal
Global VP of Brand & Experience Studio
"This research embodies everything we stand for at the Experience Studio, offering actionable insights on what works and why it works. It reinforces the importance of considering the science behind creativity, driving emotional connection, and building memory formation, when designing your event strategy. By bringing neuroscience, psychology, and design together, the impact to our client’s events is extraordinary and ensures we create unforgettable experiences. Ultimately, our goal is to empower our clients to craft events that don’t just inform but truly move people and leave a lasting memory."
Richard Atkinson-Toal
Global VP of Brand & Experience Studio
Introduction
In today’s world, so much of our connection happens through screens, with virtual meetings filling our calendars and our homes doubling as offices. The moments we choose to spend together in person carry more meaning than ever. In-person experiences are no longer routine, and showing up now takes more than a calendar invite.
People are seeking intentionality – experiences that feel purposeful, emotionally resonant, and worth the effort to be there. When done right, these moments become more than just events; they become opportunities to connect, feel something real, and walk away with stories to tell.
Today’s most effective events don’t just inform, they move people – they create emotion, spark connection, and leave a lasting impression. And there’s science behind that. Research shows that people don’t remember details – they remember how an experience made them feel. Emotionally intense moments and how an experience ends tend to shape the most lasting memories.
This is a call to action for event professionals: incorporate emotion within event design.
To explore how the most memorable events are built, we spoke with senior event and marketing professionals and cognitive neuroscientist, Dr Sahar Yousef. Our goal was to learn from their on-the-ground experience as well as the science behind memory retention and emotional engagement. This is where the fusion of “art and science” truly shines. In this study, we explore this balance, unpacking specialist perspectives and scientific insights that not only explain what works but also uncover the reasons why.
Ready to see what makes an event truly unforgettable? Let’s dive in.
“If you want to enhance memory-making, you want the memories created in the human brain to be vivid and emotional. The emotions that trigger events being truly memorable are awe, excitement, and fear.”
Dr. Sahar Yousef, Cognitive Neuroscientist, UC Berkeley
Introduction
In today’s world, so much of our connection happens through screens, with virtual meetings filling our calendars and our homes doubling as offices. The moments we choose to spend together in person carry more meaning than ever. In-person experiences are no longer routine, and showing up now takes more than a calendar invite.
People are seeking intentionality – experiences that feel purposeful, emotionally resonant, and worth the effort to be there. When done right, these moments become more than just events; they become opportunities to connect, feel something real, and walk away with stories to tell.
Today’s most effective events don’t just inform, they move people – they create emotion, spark connection, and leave a lasting impression. And there’s science behind that. Research shows that people don’t remember details – they remember how an experience made them feel. Emotionally intense moments and how an experience ends tend to shape the most lasting memories.
This is a call to action for event professionals: incorporate emotion within event design.
To explore how the most memorable events are built, we spoke with senior event and marketing professionals and cognitive neuroscientist, Dr Sahar Yousef. Our goal was to learn from their on-the-ground experience as well as the science behind memory retention and emotional engagement. This is where the fusion of “art and science” truly shines. In this study, we explore this balance, unpacking specialist perspectives and scientific insights that not only explain what works but also uncover the reasons why.
Ready to see what makes an event truly unforgettable? Let’s dive in.
“If you want to enhance memory-making, you want the memories created in the human brain to be vivid and emotional. The emotions that trigger events being truly memorable are awe, excitement, and fear.”
Dr. Sahar Yousef, Cognitive Neuroscientist, UC Berkeley
Priorities for this year and beyond
Attention is limited and expectations are high. Event leaders are doubling down on what truly matters: creating experiences that feel personal, meaningful, and worth showing up for.
Personalization is no longer a nice-to-have – it’s foundational.
Attendees expect content, environments, and interactions that reflect their goals and interests. Whether it’s meaningful networking, exclusive access, or simply the chance to learn something new, experiences that feel tailored are the ones that stick.
This shift isn’t just intuitive. Dr. Sahar Yousef shares that individuals are motivated to engage with experiences that provide value and align with their identity. A concept known as the social exchange theory.
Doing more with less
At the same time, teams are navigating tighter budgets and higher expectations. The focus now is on doing fewer things and prioritizing moments that drive the most impact. As Tom Hurley, the Head of Events and Partnerships at the London Stock Exchange Group stated, “We’re doing fewer things, but better, and making sure that those pounds and those dollars go in absolutely the right place.”
The most powerful event strategies today are united by one thing: Absolute clarity – of purpose, audience, and value.
Priorities for this year and beyond
Attention is limited and expectations are high. Event leaders are doubling down on what truly matters: creating experiences that feel personal, meaningful, and worth showing up for.
Personalization is no longer a nice-to-have – it’s foundational.
Attendees expect content, environments, and interactions that reflect their goals and interests. Whether it’s meaningful networking, exclusive access, or simply the chance to learn something new, experiences that feel tailored are the ones that stick.
This shift isn’t just intuitive. Dr. Sahar Yousef shares that individuals are motivated to engage with experiences that provide value and align with their identity. A concept known as the social exchange theory.
Doing more with less
At the same time, teams are navigating tighter budgets and higher expectations. The focus now is on doing fewer things and prioritizing moments that drive the most impact. As Tom Hurley, the Head of Events and Partnerships at the London Stock Exchange Group stated, “We’re doing fewer things, but better, and making sure that those pounds and those dollars go in absolutely the right place.”
The most powerful event strategies today are united by one thing: Absolute clarity – of purpose, audience, and value.
“We’re doing fewer things, but better, and making sure that those pounds and those dollars go in absolutely the right place.”
Tom Hurley, Head of Events and Partnerships London Stock Exchange Group
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