Spiro Study: Live Staff, Clarity Drive Purchase Intent by 85%
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Las Vegas – September 24, 2026 -- Hands-on participation at live brand events correlates with an 85% increase in purchase intent among deeply engaged attendees, according to new research from experiential agency Spiro released today.
Spiro's second EMIR report isolates which design choices drive trust and sales action
The findings come from EMIR: The Deeper Dive, the second wave of Spiro's Experiential Marketing Impact Report (EMIR), based on a survey of 2,000 additional B2B and B2C live-event attendees. The first EMIR report, published in 2025, established a business case linking live experiences to trust, advocacy and purchase intent; this follow-up isolates which specific design decisions produce those results.