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The objective of this paper is to undertake an in-depth exploration of how structural characteristics of on-farm demonstration events impact the effectiveness of the demonstration as perceived by participants. An explanatory mixed-methods approach was used based on the responses to 356 post-demonstration questionnaires filled out by the attendees of 31 demonstration events held in 12 EU countries in 2018, together with the qualitative data from an observation tool, interviews and case study reports relating to the same 31 events. Factor analysis was employed to predict general effectiveness, complemented with a qualitative analysis of participants' responses to improve the understanding of the quantitative results. Results indicate that peer-to-peer learning activities and good facilitation increase participants' perception of the effectiveness of a demonstration event. Furthermore, characteristics such as the structure of the day, the suitability of the host farm, a trustworthy demonstrator, and group size add much to the effectiveness of a demo event. Group dynamics – including group connectedness and composition – have the potential to impact perceived effectiveness. The paper contains clear messages for practitioners when designing a demonstration event. Our results connect with theories on motivation and adult learning in the context of farmer learning during on-farm demonstration. The paper is based on a rich empirical dataset. It reveals that group size and learning methods are crucial to achieve effective learning outcomes during demonstration events. [ABSTRACT FROM AUTHOR]