Social media helps delegates process information, shows brainwaves survey

Using social media during events allows delegates to better process information, according to a QHotels study that analysed the brainwaves of conference organisers and attendees.

The study, which used EEG headsets for its analysis, also found that exciting content didn’t necessarily translate to greater concentration levels, with 75% of delegates switching off if content wasn’t directly relevant or new. On average, concentration levels dropped three-and-a-half minutes into a presentation, with a greater drop 26 minutes before the lunch break.

Stress levels among speakers were highest 32 minutes before presentations, dropping once it began.

Joanne Barratt, group operations manager at QHotels, said the new research would enable clients to get more detailed feedback from events than ever before, helping them understand what delegates were thinking and feeling.

The study analysed five different brainwaves: Gamma, which indicates information processing, attention and happiness; Beta, which shows alertness, inspiration, engagement and hunger; Alpha, which indicates relaxation and restfulness; Theta, which demonstrates daydreaming or loss of attention; and Delta, which indicates sleepiness and tiredness.

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