The five Vs strengthen the rigour of event impact measurement
October 14, 2025
Professor Mike Duignan explains the research architecture underpinning the multi-year study by Destination Canada, MEET4IMPACT and GainingEdge.
In The Iceberg, Professor Mike Duignan unpacks the research approach used for the multi-year, multi-event study led by Destination Canada with MEET4IMPACT and GainingEdge. The architecture is designed to improve understanding of the factors that enable social, scientific and business outcomes from events.
The analysis is built around five Vs: volume of data, variety of sources, velocity of collection, value in all its forms and veracity. Together, these dimensions move the evaluation beyond a handful of isolated indicators and help reconstruct observed change more faithfully.
Veracity is central: accumulating data is not enough. Results must also be connected to decisions, activities and stakeholder contributions, while recognizing that event outcomes may emerge gradually and through multiple pathways.
This perspective supports longitudinal and multidisciplinary measurement. For associations and destinations, it provides a stronger foundation for learning, improving impact strategies and communicating credible results to partners, communities and policymakers.
