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Behavioural Insights to Personalise Attendee's Experience (closed)

This challenge has closed.
Partners: SG:D Open Innovation Platform
Audience: Start-Ups, Businesses, Researchers
Anticipated Funding: SGD 35,000
Applications close: February 14, 2020
Applications open: November 12, 2019
Last Updated: February 16, 2020 10:08 PM
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The Challenge

SACEOS is the trade association of the meetings, incentives, conventions and exhibitions (MICE) industry in Singapore, to promote growth development and enhance the infrastructure as well as the capabilities of the MICE industry. A member of SACEOS, SingEx Exhibitions is a part of SingEx Group that owns, develops and manages a series of trade exhibitions and conferences in Singapore and key emerging markets. The events span across various industries including urban solutions, logistics, information technology, healthcare and commodities.

As event organisers, understanding the profile of the attendee is key to delivering better experiences and curating better events. In most events, data that collected are typically broken down into broad categories but do not give enough detail on the individual to allow for better decision-making. For example, registration data on name, organisation and designation of the attendee is captured, but not the attendee’s professional interests, preferred choice of media to be engaged on, behaviour during the event, dwell time at each location, etc.

Where this information is collected, it is often captured in different systems, making it highly challenging to make sense of an individual attendee’s behaviour and preference. For a company like SingEx, this is especially frustrating. For event attendees, they could be interfacing with these disparate systems and the interactions with these systems can continue even after the event. Yet, there is no intuitive way to provide a seamless and integrated engagement experience based on the customised needs and preferences of the customers (event attendees).

Events is all about connecting people, ensuring that a more meaningful and personalised experience for attendees is created. SingEx hopes to find a solution that would leverage on behavioural insights to help them understand their attendees better and to facilitate connecting them to the right communities and ecosystems. In turn, they hope this will encourage more trade connections, collaborations and learning among attendees and other associated stakeholders.


How might we better capture customer’s data during events for behavioural insights so that organisers can make better informed decisions that will result in a more personalised attendee experience?


  • A prototype solution that is able to make sense of user data pools that is deposited in different systems (both internal and third-parties applications) with the ability to provide recommendations on how to create more personalised attendee experiences through automated behavioural analysis and insights generation. The tool would benefit attendees by allowing event organisers to create opportunities for more meaningful interactions during events, and drive repeated visits by attendees and longer engagement time within the community online and offline.
  • The solution should consider the following features:
    • Ability to input and integrate data sets from event organiser, attendees registration as well as third-party applications such as EventBrite, Cvent, Jublia.
    • Real-time sense-making to accelerate connections among people-to-people/content/network.
    • Monitoring of trends, preferences by attendees, activities movement in event.
    • Ability to encourage communities discussions and further exploration on event content.
  • The solution should provide scenarios and possibilities that can enable organisers to make sense on how to better orchestrate activities for a more meaningful customer experience. It should be cloud-based and easily accessed through mobile devices.
  • In order to achieve a more personalised experience for the attendee, the solution should provide behavioural insights that would drive the following outcomes and impact:
  1. Orchestration of Events

For Attendees:

  • More meaningful people-to-people connections (E.g. between delegate and exhibitor)
  • More relevant people-to-content matching (E.g. attendees know where and how to access the most relevant speaker session)
  • More relevant people-to-networks connections (E.g. attendees gravitate towards the networks that will bring most professional and personal value to them)

For Organisers:

  • Organisers are able to curate more relevant content (E.g. topic for talks).
  • Organisers know who are the new profiles to target.
  • Organisers know how to organise the events for better experiences.
  1. Monitoring

For Attendees:

  • Attendees have information real-time on what is trending at the moment during an event and what other attendees are raving about.

For Organisers:

  • Organisers have a way to understand what caused a spike or a drop in activity.
  1. Self-Organisation

For Attendees:

  • Attendees are able to search for responses on a particular topic and enter into a discussion with one another.

For Organisers:

  • Organisers are able to get a sensing of community preferences and ensure such experiences are provided for.


  1. New Attendee
     An analysis of past events data gives recommendations of what are the topics that are trending and what attendees are interested in. A trade visitor attends a conference on Green Technologies for the first time and has been profiled based on his indicated interests. During the conference, an interesting discussion happens in one of the sessions that he is not attending. As this discussion matches his profile and interests, he is alerted real-time on where the discussion is happening and he heads there immediately to catch the discussion in action.
  2. Repeated Attendee
     A trade visitor registered for a finance-related event that would be held in the next three months. The visitor has previously attended another technology industry event and has polled in queries in one of the workshop sessions. His interest in both technology and finance industry is captured within his profile and he is invited to an online discussion group that matches his interest. During the event, the organiser hopes to host a small-scale event involving start-up pitches in finance industry. The organiser reaches out to him to recommend the event that he may not be aware of.


  • SGD 35,000 of prize money for each winner of this challenge (see Award Model).
  • Access to domain expertise for the development of the Prototype.
  • Opportunity to test, demonstrate and validate solution in partnership with the Suntec team.
  • Winner will be able to use SingEx as a reference customer for business promotion.
  • Collaborate with SACEOS to reach out to the greater community for prototype deployment or refinement.


The Applicants shall be evaluated in accordance with the evaluation criteria set out below:

Solution Fit

  • To what extent does the proposed solution address the problem statement effectively?

Solution Readiness

  • How ready is the proposed solution to go to market?
  • Is there any evidence to suggest capacity to scale?

Solution Advantage

  • Is the solution truly innovative, does it make use of new technologies in the market, and can it potentially generate new IP?

Company Profile

  • Does the product have user and revenue traction?
  • Do the team members possess strong scientific/technical background?


30% of the prize money will be awarded to each selected finalist at the start of the prototype development process, with the remainder 70% to be awarded during the prototype development process, based on milestones agreed between SingEx and the solver.

Note that a finalist who is selected to undertake the prototype development process will be required to enter into an agreement with SingEx that will include more detailed conditions pertaining to the prototype development.

The Partners

SG:D Open Innovation Platform

Eligibility Criteria

There are no restrictions on the geographic location of the problem solvers who may choose to apply to this challenge. However, the prototype needs to be demonstrated in Singapore (or similar markets).


You, (or any of your teammates, if you are participating in the Challenge as a team) must not be a current employee of (a) SINGEX, or (b) any other organisation who is involved in administering or organising the Challenge (including IMDA).

Terms and Conditions




1.1 We understand that Problem Solvers are keen to participate and share their ideas with the Problem Owners. Submissions will be treated as confidential by the Problem Owner, but all information contained in the submissions may be used by Problem Owners and IMDA in evaluating a submission for the purposes of a challenge.


2.1 Ideas in and of themselves are not protected, and you must be careful to ensure that you do not divulge any confidential information, proprietary information, know-how, or trade secrets.

2.2 Problem Solvers must read the terms set out below carefully. SINGEX may include terms where Problem Solvers are to grant a limited and/or exclusive licence relating to the solutions proposed to the Problem Owners. Problem Solvers must understand the terms before agreeing to the same.


3.1 You, (or any of your teammates, if you are participating in the Challenge as a team) must not be a current employee of (a) SINGEX, or (b) any other organisation who is involved in administering or organising the Challenge (including IMDA).


4.1 Incomplete entries will be deemed invalid and disqualified.

4.2 All submission materials must be presented and/or submitted in English language.



1.1. The Problem Solver and Problem Owner (the “Parties” and each, individually, a “Party”) accept and agree that they will be bound by the terms set out herein.

1.2. The Problem Solver agrees to the instructions set out in paragraphs 3 and 4 of the Instructions and Information section on eligibility for participation and submission criteria.

1.3. The Problem Solver shall abide by and accept as final and binding on the Problem Solver, all of SINGEX’s decisions on all matters related to this Challenge.

1.4. The parties acknowledge and agree that the solutions provided in this challenge will be used for sector-wide applications, and agree to endeavour to achieve the broad objectives of solving sector-wide problems.


2.1. "Confidential Information" means all confidential information indicated in writing or labelled as "confidential", "proprietary information" or where the circumstances of disclosure indicate that the information so disclosed is confidential or proprietary or all information which is deemed by the Parties to be confidential information or which is generated as a result of or in connection with the challenge and which is not generally available to the public.

2.2. Use. The Parties agree to maintain the confidence of Confidential Information and will only use Confidential Information for the purposes of the Problem Owner evaluating the Problem Solver’s submission. Without prejudice and in addition to the foregoing, the Parties shall not disclose Confidential Information, whether directly or indirectly (including publishing any reports containing any Confidential Information), to any third party without prior written approval of the other Party.

2.3. Disclosure. Confidential Information may only be disclosed to each Party’s employees or advisers on a strictly need-to-know basis for the purpose set out in Clause 2.2 above, and each Party shall also ensure that the same obligation of confidentiality shall at all times be observed and maintained by such employees or advisers to whom the Confidential Information is disclosed.

2.4. Compelled Disclosure. In addition, if the receiving Party becomes compelled (pursuant to any law or regulation or the requirements of any stock exchange or other regulatory authority with whose rules the receiving Party is required to comply) to disclose any part of the Confidential Information, the receiving party shall promptly (and, if practicable, before complying with any such requirement) notify the disclosing Party in writing of the same and of the action which is proposed to be taken in response. In such event, the receiving Party shall take full account of any reasonable request made by the disclosing Party, whether concerning resistance to the requirement or the form, manner or extent of disclosure, and the receiving Party shall only disclose such information to the extent that the receiving Party is so compelled to disclose. The receiving Party shall exercise its best efforts to ensure that confidential treatment to the maximum extent possible will be accorded to such Confidential Information.

2.5. Ownership. Confidential Information disclosed under these Terms shall at all times remain, as between the Parties, the property of the disclosing party and does not grant the receiving Party any rights in any Confidential Information, other than the limited right to use the Confidential Information as permitted by these Terms.

2.6. Exceptions. Nothing in these Terms prohibits or limits either Party’s use of information:

2.6.1. previously known to it;

2.6.2. which is or becomes publicly available through no breach of this MOI by the receiving party;

2.6.3. received from a third party without breach of any confidentiality obligation by such third party; or

2.6.4. independently developed by the receiving party without use of the disclosing party's Confidential Information.

2.7. Protection. Each Party agrees to protect Confidential Information using the same means and standards it uses to protect its own confidential information, but in any event not less than reasonable means, to prevent the unauthorised, access, disclosure or use of Confidential Information.


3.1. SINGEX acknowledges the Problem Solver’s ownership of IP rights. All IP created from your work on the Challenge (“Created IP”) will be owned by you as the Problem Solver. The Problem Solver, however, grants IMDA and SINGEX the right to view, consider, and (where applicable) evaluate and assess the submission in detail, for the period of the Challenge.

3.2. Save as specifically set out in this document, no licence to use or assignment of any IP is granted or shall occur, unless you and SINGEX enter into a separate agreement with each other at point of finalist(s) selection.

3.3. Insofar as your submission uses or refers to any pre-existing IP, you must ensure that you have all the necessary rights and/or licences for the incorporation of such IP into your submission and/or any subsequent evaluation and use as part of the Challenge. You must also use all efforts to ensure that your submission does not infringe the IP rights of any third party.

3.4. EXTENDED TESTING LICENCE: If the Problem Solver’s submission is selected as a finalist for the Challenge, an extended period of testing may be required to evaluate your submission and for the proof-of-concept or prototype of the solution to be developed. SINGEX therefore may expect the Problem Solver to grant to it, a non-exclusive, royalty-free licence of all IP for the purpose of testing and evaluating the Problem Solver’s solution, for a period of 6 months from the date your submission is selected as a finalist for the Challenge. To be clear, you are not obliged to grant the licence mentioned above until you and SINGEX enter into a separate written agreement containing the terms of this licence.

3.5. EXCLUSIVITY: If the Problem Solver’s submission is selected as a finalist for the Challenge, you agree to enter into exclusive negotiations with SINGEX to explore a commercial agreement with respect to your solution. The period of exclusive negotiations shall be for a period of 6 months from the date the Challenge ends, during which you agree that you will not disclose, market, or enter into negotiations with third parties in relation to your solution.


4.1. The parties acknowledge and agree that the solutions provided in this challenge will be used for sector-wide applications, and agree to endeavour to achieve the broad objectives of solving sector-wide problems. Consequently, the parties agree to consider the following points in negotiations:

4.1.1. In the event the Problem Solver is unable to or not willing to further develop the Created IP, the Problem Solver agrees to negotiate the sale or licence of the Created IP to the Problem Owner for the Problem Owner to further develop solutions to the sector-wide problem.

4.1.2. that the Problem Owner will be granted by the Problem Solver a licence to adapt, modify, expunge, make derivative works of, disassemble, decompile, reverse engineer, republish, download, or copy and part of the Created IP for further development.

How to Apply

Applications must be lodged online.

All submissions must be made by 14 February 2020, 1600 hours (SGT/GMT +8). SingEx and IMDA may extend the deadline of the submission at their discretion. Late submissions will not be considered.

Any questions pertaining to the Challenge may be submitted to IMDA via email at with the subject header beginning with “Behavioural Insights to Personalise Attendee’s Experience”.

All correspondence throughout the Challenge must be in the English language.

Want to know more or not sure where to start?
Click on the page most relevant to you or learn more about how you can get involved:


The Department of Industry, Innovation and Science
The Conversation Media Group
IP Australia
Clarivate Analytics
The Australian Research Council
ACT Government
Australian Access Federation
Australian National University
CBR Innovation Network
University of Canberra
University of Technology Sydney
Western Sydney University