The JOY Index, a groundbreaking platform that measures audience engagement in real time developed by full-service event management partner Bishop-McCann, was recently launched at MPI’s World Education Congress (WEC) in St. Louis. Instead of relying on post-event surveys that depend on memory recall, the JOY Index tracks engagement in the moment, pinpointing exactly what was said or done on stage that either captured or lost audience attention by collecting data anonymously.

THE PROCESS

"We partner with two innovative platforms: Zenus AI and Immersion," says Rob Adams, CEO and partner for Bishop-McCann and chair of the MPI International Board of Directors. "Zenus AI uses anonymous facial scanning technology to read energy and responsiveness in the room, tracking expressions and attention multiple times per second. Immersion leverages biometric data collected through wearable devices. Participants download the Six app, which detects subtle shifts in blood flow that indicate oxytocin and dopamine releases—the brain’s markers for connection and excitement."

Collected data points are layered onto the session transcript, allowing the index to report not only what was said and who said it, but also suggest the psychological motivators behind why it resonated—or didn’t.

Adams says the MPI community was the perfect launch partner for the JOY Index.

"Planners are our people, and we’re committed to helping them lead the way in data and analytics," Adams says. "Historically, our industry has lagged behind in adopting new technologies, but the JOY Index is a leap forward and we are proud that MPI partnered with Bishop-McCann to help continue to elevate our industry. It enables us to tailor messaging with precision to specific audience types, maximizing the attendee experience. By using cutting-edge AI and biometric technology in ways no one else is, we’re setting a new standard—and we want the MPI community to leverage these insights for their clients."

WHAT WORKS, WHAT DOESN’T

JOY Index measurement of WEC’s four general sessions revealed some clear engagement lessons.

What disengages: Housekeeping announcements are an attention killer.

"The challenge is finding creative ways to deliver required content without losing the audience," Adams says. "Similarly, sponsorship messages need to feel integrated into the session narrative rather than inserted as standalone moments."

What engages: Audience participation is the clear winner.

"Keynote speaker Daniel Lewis drew people in with interactive guessing games and call-and-response mantras," Adams says. "Freestyle+ had the entire audience on their feet freestyling—at 9 a.m.! Pauses, vulnerability and sensory storytelling also scored highly. These moments prove that when attendees feel included, energy spikes across the room."

WHAT’S NEXT

Bishop-McCann has spent the past year developing the JOY Index platform, and this fall is launching pilot programs to train AI models with real-world data.

"This benchmarking phase will refine our analysis and pave the way for scalable automation," Adams says. "Human interpretation will always be essential, but AI gives us the ability to process vast amounts of data quickly and accurately. With every event we measure, we add to a one-of-a-kind data set that will guide us—and the industry—on how to design programming and experiences for maximum impact."

To learn more about the JOY Index, reach out to thejoyindex@bishopmccann.com.