The second wave of the report, titled "EMIR: The Deeper Dive," surveyed 2,000 B2B and B2C event attendees to decode why certain experiences outperform others. Carley Faircloth-Kilmurray, Spiro’s Global Chief Marketing, Strategy & Brand Experiences Officer, describes this shift as the "Effectiveness Era," where the industry moves from proving experiential marketing works to refining the mechanics of its success.

Data indicates that human interaction remains the primary driver of credibility, with 43% of attendees reporting increased brand trust when interacting with knowledgeable staff, and 54% actively seeking out face-to-face conversation. Clarity and participation serve as the other two pillars: 40% of participants prioritize events that offer easily understood benefits, while 85% of those who engage in hands-on activities express a significantly higher likelihood of making a purchase. To help teams apply these insights, Spiro has introduced a toolkit featuring a maturity assessment workbook and a financial guide for securing internal investment.