Certified Meeting Professional (CMP) Practice Exam

Which phase of the Phillips ROI methodology involves tracking attendee reactions?

1. Application and implementation

2. Impact and consequences

3. Reaction and perceived value

4. Learning

The correct answer is: Reaction and perceived value

The correct phase of the Phillips ROI methodology that involves tracking attendee reactions is indeed focused on understanding how participants feel about the event or training. This phase collects feedback on the initial impressions and satisfaction levels of attendees immediately after the event. Tracking reactions helps to gauge the effectiveness of the event from the perspective of its participants, providing valuable insights into their level of engagement and perceived value. This information is crucial as it can help event planners make necessary adjustments for future events to enhance the overall attendee experience. By evaluating reactions, organizers can ascertain whether the objectives intended for the attendees were met and build a foundation for measuring the subsequent impacts of the event. In contrast, other phases of the methodology focus on different aspects. For example, the learning phase assesses the knowledge gained by the participants, while the application and implementation phase examines how this learning is applied practically in the workplace. The impact and consequences phase looks at the wider effects the event has on both attendees and the organization, which is a step removed from just tracking reactions right after the event.