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Why do exhibition organisers need robust, quantitative research?

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Why do exhibition organisers need robust, quantitative research?

11-Sep-2014

Because events and exhibitions occupy a central position in a market, they typically have a huge number of stakeholders to please. This makes it harder to intimately know each market segment amongst all exhibitor types and all visitor types

Because we control a powerful live market place, our exhibitors and visitors speak to us with a vested interest i.e. if we base decisions on a handful of influential exhibitor’s feedback the full story is not taken into account.

It is very difficult to conduct any balanced analysis on the anecdotal feedback we receive via the sales function.

The event as a product only exists for a very short period each year. Capturing a valid feedback (ideally promptly after the event) is our best chance at understanding a huge number of customer views in a short time.

Because what qualifies an organiser to run an event for their market is first and foremost, market knowledge and the ability to deliver content and promotion that will satisfy the needs of that market. Therefore the organiser should be a source of the most dependable market insight.

Shows die when organisers assume they know enough about their market and their customers. Robust market research serves as the most dependable early warning system for problems to come and for when an events brand perception starts to wane/decline.

Event organisers face immovable deadlines and therefore have to make decisions throughout the year under time pressure. Getting these decisions wrong costs money and weakens events. It makes sense that the show team should be armed with the most accurate research + have the ability to produce fresh insight/evidence to support decisions whenever required.

Because our customers expect it of us to take their feedback seriously.

Why is bog-standard DIY post show research not the right solution?

It is extremely rare when organisers have staff who are trained to conduct reliable market research. The knowledge required to produce real research data is essential.

Getting the value from research is also about analysis. Conventional DIY survey tools are deliberately basic in their design as these need to be simple enough for any user in any market to operate, untrained. Explori’s focus on exhibitions makes its analysis tools much more advanced yet easier to use. Coupled with the training and support we provide, our clients produce insight that could only be rivalled by research agencies.

A hugely important function of research is to evaluate the periodic rise/fall of spend, satisfaction, advocacy, loyalty etc. All basic tools are not designed to link research from one period to the next and thus understanding how events perform year to year is not something which is easily available.

Without benchmarking, interpretation is a blind process.

If you would like to know more about designing a post show feedback survey for your exhibitors or delegates, or you would like to find out how Explori's online exhibition survey tools can help improve your research processes, get in touch for a no-obligation chat.

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Our Stats

2,900,978

Event survey responses

2,006

Events globally already 
benchmarking with Explori

17

Average completion rate 
to clients' post-show surveys 

What they say

  • With Explori’s reports and analytics, we’re much better equipped to evaluate the customers' satisfaction and needs from our events
    Paul Byrom
    MD, Upper Street Events
  • The level of performance data and customer insight that Explori gives us is invaluable to our business and makes my life easier.
    Matthew Benyon
    MD, easyFairs UK
  • We wanted deeper insight into how our strategies impacted the delegate experience, but found conventional survey tools just couldn't deliver. Moving to Explori has completely changed this.
    Jan Barthelemy
    Head of AU & NZ Digital Marketing dmg events
  • We work with Explori to gain deeper insights into our events. The ability to compare results directly with similar events in our portfolio and against industry standards will be incredibly helpful
    Baris Onay
    Group Marketing & Digital Director, ITE
  • Analysis that could have taken the team days was available within hours of the survey going live. We could immediately see how the new German events had performed, against the context of our existing shows. Information like this is essential for informing future business strategy.
    Austen Hawkins
    MD, F2F Events
  • Robust performance metrics and customer feedback is essential for achieving maximum customer satisfaction. Explori will allow us to reach all our exposition delegates regardless of language or location.
    Art Paredes
    Sr. Director, Global Expos, SEMI
  • Explori helps us gain deep insights into the customer experience across our business. Without it, understanding our key performance metrics would be considerably more challenging.
    Andrew Evans
    (former) MD, Centaur Exhibitions
  • Our expansion plans are about both organic and acquired growth and Explori is key to our ability to understand the health and performance of existing assets, as well as those that we’re looking to acquire.
    Renaud Hamaide
    CEO, Comexposium

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