New research shows events after 17:00 yield significantly poorer results

Business events that start or continue after 17:00 yield significantly poorer results in terms of attendee satisfaction and knowledge retention. That is the finding of new research from the Universiteit van Amsterdam.

Context

The study analysed 340 events over a five-year period. Its conclusion: attendees at events with substantive content scheduled after 17:00 score an average of 23% lower on knowledge questions than attendees at identical events that conclude before 17:00.

Industry response

Event managers recognise the pattern but also acknowledge the practical constraints. Many clients prefer events outside working hours to minimise disruption for attendees. That logic proves counterproductive, however, when the content consequently fails to land.

Broader perspective

Science now confirms what experience has long suggested: fatigue is the enemy of learning and connection. Events that begin at 18:00 as a networking reception are perfectly fine. Events that begin at 18:00 as a substantive programme are considerably less so.

Schedule your content programme before 17:00. Schedule your networking moments afterwards. That order is not merely logistically sensible — it is also grounded in neuroscience.