What are the Advanced Impacts?

• Future event engagement or activation

Overview & Considerations

Once people have experienced an event, it may be worthwhile investigating whether or not attendees/participants feel that the event has changed their behaviour in terms of greater (or reduced) attendance at subsequent events or related activities. This may be particularly relevant at annual events that are attempting to grow or develop their audience or participation.

Routes to Measurement

Surveying at or within a few days of an event will refer only to the intention to change behaviour. Whilst intention to change behaviour can be a valuable impact of hosting an event, a longitudinal approach will be required to assess whether intention translates into action (possibly tracking attendees using ticket details or participant databases or using bespoke techniques contingent on the target group). Behavioural change is therefore included within this Advanced Attendance Impacts section, as it takes effect over a longer period of time, and will entail greater complexity and resource to measure effectively.