At a time when virtual meetings are becoming more common, a new study pinpoints the specific advantages of face-to-face meetings for large groups.
The analysis of when face-to-face works best, “The Future of Meetings: The Case for Face-to-Face,” was written by Christine Duffy, president and CEO of Maritz Travel Company, and Mary Beth McEuen, vice president and executive director of The Maritz Institute.
“We know that face-to-face meetings are integral to driving growth and innovation for business in today’s challenging environment,” said Duffy. She added:
“We decided to focus on a science-based approach to identify decision criteria for when face-to- face meetings are the most effective way to drive results. The decision criteria are grounded in studies from the human sciences with a focus on neuroscience.”
Said McEuen:
“As we wrote in our report, we identified three key reasons for face-to-face meetings: to capture attention, especially for new concepts; to inspire a positive emotional climate; and a related point, to build human networks and relationships.” She added:
“Face-to-face meetings possess the unique ability to spur action and drive business results through creating powerful, emotional ties to your business mission and message. The fact remains that there’s no substitute for meeting in person when you want to build emotional support and develop relationships.”
The study was sponsored by the Cornell Center for Hospitality Research.
By David Wilkening
