Spiro's EMIR Research Identifies Drivers of Effective Brand Experiences
Spiro's latest Experiential Marketing Impact Report (EMIR) details which brand experience design choices correlate with increased trust, connection, and purchase intent.
Spiro, a global experience agency, released its latest Experiential Marketing Impact Report (EMIR): The Deeper Dive, on September 25, 2026. This second installment moves beyond confirming that experiences work, to identifying specific design decisions that lead to greater effectiveness.
The report surveyed 2,000 B2B and B2C live event attendees to understand how design choices influence participant thoughts, feelings, and subsequent actions. Spiro refers to this as the "era of effectiveness," shifting the industry focus from proving experiences work to understanding why they work and how to optimize them.
Key findings indicate that personal interaction is crucial. Expert staff increased brand trust for 43% of attendees, and 54% engaged more when speaking with a real person. Clear, easily understood benefits made an experience worthwhile for 40% of participants.
Furthermore, hands-on participation strongly correlated with purchase intent, with 85% of highly engaged attendees indicating a higher likelihood to purchase. Spiro also provides EMIR tools, including a maturity assessment workbook and financial conversation guide, to help marketers apply these findings.