Exhibition and event organisers have placed great stock historically on producing audience profile figures. But, as useful as these numbers are, they never tell the full story. An event may attract 1000 people all of exactly the right profile – but if they paid no attention to the message whilst they were at the event they may as well not have turned up at all.
Well designed research can help you understand so much more beyond the basic audience numbers and profile:
- What is the audience actually looking for?
- What are they actually looking to get out of the event?
- What interests them?
- What do they ignore?
- What do you need to do to get them to pay attention to a particular stand or a particular speaker rather than ignore it?
- What kind of messages/images are they likely to respond to?