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.