It is London Tech Week this week apparently. It was also CogX from Monday to Wednesday, which I think is unaffiliated. It all feels a little like a technology Valentine’s day, fabricated and promoted by conference organisers to extract money from startups and interested people.
I found myself in possession of some free CogX tickets, so went along to a couple of talks on Tuesday and had a bit of a wander about.
Being there with no specific agenda, I wondered what it was that my fellow attendees were hoping to get out of the conference.
As an attendee, a conference is ultimately about encounters, whether those encounters are with ideas, individuals or organisations. These encounters can be formal (i.e. part of the agenda of the conference), or they can be informal (enabled by the structure of the conference, but not part of the agenda). They can be anticipated and planned by attendees in advance (“I really want to go to that talk”, “I want to meet that person”), or they can be serendipitous (“I wonder what’s happening in that tent”, “what brings you to the conference?”). Then the outcome of those encounters can be learning, selling (yourself or your business), or just enjoyment (god forbid).
Reflecting on it, I was at CogX to encounter some new ideas via the formal talks, not really feeling like networking that day (shudders). There was one talk I wanted to attend as I knew all the speakers, but the others I picked as the mood took me, so I suppose I erred on the side of serendipity. And my intended outcome was somewhere between learning and enjoyment. By contrast, I had breakfast with someone who was there largely to meet individuals informally and serendipitously, to recruit people for their business (so a “selling” outcome).
Looking around the event and peering at some name badges, the attendees were a very diverse bunch, and no doubt had a wide range of goals (and therefore requirements for the conference). And even two attendees with the same generic goal might have very different requirements. For example if two people are there to learn about artificial intelligence, and one is a secondary school student while the other is a machine learning engineer, the same keynote presentation will struggle to serve them both.
I am therefore interested in how conference organisers think about maximising the utility for their attendees, as they run the risk of trying to please everyone, and ending up pleasing no one. And similarly how do conferences balance ambitions to grow attendance (and revenue) against the likely diminishing and potentially diluting returns as they expand beyond their initial audience.