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SenseCrowd - Events Experience - Use Case

A publicly listed MICE (Meetings, Incentives, Conferences and Exhibitions) management company has 2,500 staff members in 35 offices in major cities around the world. The company uses emotion recognition technology to analyze engagement and satisfaction of conference attendees. The ultimate goal: to create a successful experience.


  • To collect data on the mood and feelings of attendees in order to gain insights that will help improve the effectiveness of event planning.
  • Since most people are too polite to share their true feelings in public concerning an event experience, the AI emotion recognition platform offers more accurate data concerning the unvarnished reactions of attendees.


  • The SenseCrowd emotion recognition algorithm was integrated with the events’ cameras to capture visual proof of attendees’ feelings, based on facial expressions, body language, and other recognisable features.
  • The AI is trained by analyzing a vast range of expressions associated with emotions. The system identifies how people are feeling by scanning a crowd and comparing the visual information to the information in its database.
  • The algorithm can provide rapid evaluations of thousands of faces giving event planners real-time information on the degree to which attendees are engaged at various locations on the exhibition floor. The system can also generate real-time ‘mood maps’ that allow event planners to see which areas/booths/sessions have managed to make people feel the most engaged.
  • The system can also monitor an audience’s response to a keynote speaker to get a genuine assessment of reactions to both the speaker and specific contents of a presentation.
  • The system will also warn if conference participants are content or frustrated while queueing for registration.


  • Emotion sensing provides the most accurate and effective data possible on the true reactions of attendees at an event. Even subtle expressions are captured, and it is possible to interpret reactions of seemingly disinterested attendees who might otherwise hesitate to express themselves. Most people prefer to give neutral answers in conventional surveys. Attendees may have any number of reasons to hesitate at giving honest feedback. Survey fatigue is another problem and follow up email questionnaires most often elicit scant replies.
  • Paired with surveys that shed light on people’s motivations, emotion data gives sponsors and exhibitors valuable feedback concerning the effectiveness of their displays and presentations. Companies can use the data to obtain insights into previously unknowable aspects such as the emotional impact that navigating across an exhibition floor is likely to have on attendees. The result is information that can improve the attendees’ experience.
  • Real time detection also reveals those locations and activities. that are likely to make participants ill at ease. This lets event planners immediately address problematic situations. The result is a better event experience.