FREEMAN AND IMEX COLLABORATE TO UNVEIL EXCLUSIVE RESEARCH ON LIVE EVENT INNOVATION AT IMEX AMERICA IN OCTOBER (United States)
IMEX and Freeman, the global leader in events, are excited to announce a new research collaboration.Category: North America & West Indies / Carribean islands - United States - Figures / Studies Calendar
This is a press release selected by our editorial committee and published online for free on 2025-09-25
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 Carina Bauer, CEO of the IMEX Group
The report will spotlight the “eXperience” component of its XLNC framework.
Focusing primarily on the ‘X’ of the framework, findings reveal how both attendees and organizers define, value, and measure live event experiences today. They also show what’s working, what’s missing, and where there’s room to innovate, covering everything from immersive design and personalization to food, tech, and location.
The report aims to balance the predictive intent of attendees with the opinions of the planning community, providing organizers with an important view into this segment. The Freeman Trends Report is unique in how it leans into the point-of-view of the attendee along with the exhibitors and sponsors to give a complete view of the events landscape.
Carina Bauer, IMEX Group CEO, says: “We know some event and experience designers are under pressure to create fresh and engaging events with little or no extra budget or resource. This is our effort to support them and show what can be done with a change of approach or a mindset shift. All planners want to make a positive contribution to the P&L but, especially in 2025 and beyond, that can call for a radical shift or a more nuanced tuning into what attendees want. We believe that gap is an exciting and important ‘playground’ especially for an upcoming generation of event planners. This report will no doubt provoke but also enlighten.”
Ken Holsinger, SVP, Industry Research & Insights at Freeman explains: "Experience is the X factor for live events—the moments that make people lean in, connect, and take action. This report will dig into the elements that amplify those peak moments, from immersive design to the subtle touches that drive engagement, enhance learning, and spark commerce. Our goal is to help organizers identify and deliver the experiences that truly set their events apart."
Results revealed on Smart Monday
The findings will be revealed on Smart Monday, powered by MPI, Monday October 6 and revisited along with other insights in "Freeman Trends, Research and Projections for 2026" on IMEX America’s opening day, Tuesday October 7.
Freeman has now surveyed over 5 million people globally.
Its survey findings are always within a 2.5% margin of error, meaning data is an accurate and credible reflection of the global events industry at any given time.
This latest collaboration follows two previous in-depth report explorations by IMEX through the lens of its Impact 2.0 Talking Point and signals the company’s commitment to high-quality research and content that fuels its vision: A thriving global events industry focused on positive change.
Register now for IMEX America, taking place October 7-9, at Mandalay Bay, Las Vegas, and opens with Smart Monday, powered by MPI, on Monday October 6.
 Ken Holsinger, SVP, Industry Research & Insights at Freeman |
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