Research will be carried out using a combination of instruments hosted on a cloud-based system, as well as event attendees’ own handheld devices. Audience Metrix also takes in data from registration and session evaluations and runs segmentations and qualitative analysis.

O’Neill (pictured) previously founded Audience Insights and was VP of research at Business Research Group. Korody, meanwhile, worked at agencies Dick Clark, Jack Morton Worldwide and George P Johnson.

Korody said: “Our clients are interested in things like ‘how does the event impact brand perception?’ We can tell them where they are doing well, and where they need to do more. We can also help them to determine whether their events are effective at driving pipeline, and if they are being successful at getting customers to consider additional offerings.”