Maksim Godovykh, chair of the MPI Research Advisory Board, emphasizes the importance of integrating extensive research into the event planning process to better understand how people think, feel, and behave during live experiences. He believes that research-driven planning helps event professionals move beyond assumptions and intuition, allowing them to design experiences that are more engaging, meaningful, and effective for diverse audiences.
Dr. Godovykh’s perspective is grounded in his extensive background in designing and managing major international events, where he closely observed attendee behavior and decision-making. This practical experience, combined with his academic training in cognitive neuroscience, behavioral economics, and psychophysiology, enables him to bridge the gap between theory and practice.
Through his leadership at MPI and ongoing international research projects, Godovykh advocates for embedding research into every stage of the event lifecycle—from concept development to evaluation. He sees this approach as essential for increasing the value events deliver to participants, partners, and destinations, while positioning the industry as innovative, evidence-based, and socially responsible.
Read more: https://www.themeetingprofessionaldigital.org/themeetingprofessional/library/item/june_2023/4111624/