Why we made it
Nobody walks to the info desk any more. They ask their phone.
And what the phone says about your event is, more and more often, a confident guess. We built the one that starts from what you wrote — and tells you what it was asked.
01Where they ask
Three places to ask. None of them was built for it.
The desk is in one place and the question is everywhere. The answer is usually on your site, just further down than anyone in a crowd will dig. And more and more, people skip both and ask a general assistant.
01 · The desk
A walk away.
A former producer reviewing Google Cloud Next: good staff, short lines — and it still needed desks throughout the venue, because parts of the site were a ten-to-fifteen-minute walk away.
Nobody walks fifteen minutes to ask.
02 · Your website
Further down than anyone digs.
The answer is there, on the site you wrote. So you buy the fallback — more signs, more printed programmes — and attendees still ask for “better signage and booth markings, please”.
Written down. Not found.
03 · An assistant
Sure of itself, about another event.
A genuinely brilliant tool that has never read your programme. It does not know your shuttle times, your bag policy, or that Stage 2 moved.
Fluent, confident, not yours.
02Where it lands
Either way, it comes back to you.
To the radio, the inbox, the DMs and the volunteers at the desk — the thinnest resource you have, on the busiest day of your year.
03When you find out
You find out once everyone has gone home.
The instrument for “what did people actually want” is a survey, sent afterwards and answered by the few who chose to reply. By the time it says people could not find the water, the water is packed up and the money is spent.
So it is easy to believe it went better than it did.
Organisers and attendees were asked the same thing: did this event deliver a peak moment — a standout, goal-aligned experience somebody actually remembers? The two answers do not describe the same event.
The gap between what the people running the event believed and what the people attending it experienced. Attendees who get one are far likelier to come back — which makes it the most expensive thing on this page to guess about.
Peak-moment figures from Freeman’s “Unpacking XLNC: Bringing the X factor to attendee experiences” (October 2025), a survey of over 2,600 attendees and organisers run with IMEX. Pre-event planning figures from the same series’ commerce edition (April 2025), 1,022 attendees and 969 exhibitors, ±3.1%. Freeman sells services to this industry, so weigh it accordingly — we quote it because it is the clearest published measurement of the gap, not because it is neutral.
04What we made
Answers for them. The questions for you.
Attendees get answers from what you wrote, on the phone already in their hand. You get every question they asked — and the ones nothing answered — before the doors open, during the show and after it.
↳ 01 · Where they ask
It answers where they already are.
One link or QR code, opened in the browser already on their phone — no app, no account. It answers from your site, your PDFs and your notes, shows where the answer came from, and replies in the language it was asked in.
↳ 02 · Where it lands
What it cannot answer, you answer once.
It never invents a time, a price or a place. The question lands in your inbox with how many people hit the same wall; answer it once and everyone after gets your words. When a stage moves, one line reaches every screen.
↳ 03 · When you find out
You read the list before the doors open.
Before you publish, it asks your content the questions attendees ask at almost every event and shows you what nothing answers. During the show you see what is being asked; afterwards, one report of what they needed.
It is also what attendees say they want. Asked what would be most useful before arriving on site, they put a way to plan a path through it first at 61%, and a searchable listing of what is there second at 57% — the next answer is 24%. The same research recommends helping them spend less time searching, before the doors open.
The fair questions
Two things you are right to be sceptical about
- Will attendees actually use it?
- They will not download anything, and we would not ask them to — app adoption is the reason we are not an app. It is a link and a QR code, opened in the browser already on their phone, with no account and nothing to install. The best answer we can give you is not an argument, though: the concierge on our home page is the real thing running on a real event’s content. Open it on your own phone and ask it something awkward.
- What happens at three in the morning, or at the gate?
- It answers, from what you have already given it — that is the whole point of it being a concierge rather than an inbox. When it does not know, it says so plainly instead of guessing, and the question goes straight onto your list, so you answer it once and everyone who asks after that gets your answer. Those are the two promises: it will never invent an answer, and it will never quietly lose a question.
Find out what your event forgot to say.
Point it at the site you have already written. The check runs on a draft, before you publish and before you pay anything, and tells you what your attendees are going to ask that you have not answered yet.