There are a number of different ways in which data can be collected to provide consumer insights. One targeted and effective data collection methodology is to provide onsite interviews or surveying at conferences or expositions. Interviews or surveys can be conducted with attendees or exhibitors.
SmartPoint Research recently attended the annual BC Hospitality Industry Conference and Expo in Vancouver, BC. The tradeshow featured 192 companies exhibiting in 218 exhibit booths that drew an audience of 3,465 industry personnel. Exhibitors ran the spectrum from wine producers to bed and mattress suppliers. SmartPoint Research took the time to get to know these fellow exhibitors and posed a series of questions to gauge exhibitor satisfaction with the conference. We wanted to know how many had exhibited before, who planned to exhibit again, what they saw as the greatest benefit to being at the show, and what they felt was missing or could be done to improve it. The information we collected is an example on a small scale of the marketing research services SmartPoint Research offers.
We randomly chose ten exhibitors and asked for their thoughts. We found that few were exhibiting for the first time and only half were planning to exhibit next year. Some were “unsure” and one was a definite “no”. For all the exhibitors the missing piece for them was the attendees. Most exhibitors felt the greatest benefit to being there was the exposure and networking it provided. This did not seem great enough to outweigh the fact that they felt attendance was very low. One exhibitor cited the conference portion of the show as conflicting with the show floor hours and drawing attendees away. Another exhibitor suggested that some form of entertainment in the aisles would draw more attendees or a buffet lunch on the show floor.
Contact SmartPoint Research to find our more about our data collection and field services capabilities.