This summer, exhibition research specialist Explori is undertaking a major global research project in partnership with UFI, the global association of the exhibition industry and supported by the Society of Independent Show Organizers.
The report, titled 'Global Visitor Insights', will be the biggest ever study into today’s trade show visitor and aims to illuminate their future expectations of trade shows.
Explori is inviting all B2B organisers to join the major organisers already participating, to reach millions of visitors globally.
In addition to insight gleaned from Explori’s global data set, the study will focus on some of the key topics facing the industry, including changing event formats, emerging technologies, engaging more diverse audiences, and competition from other channels.
Explori’s global strategy director and report author, Sophie Holt, will be presenting some of the key findings at the UFI Global Congress in St Petersburg later in the year.
Organisers can participate by sending out a unique survey link to their visitor databases. The survey will be available in English, German, French, Spanish, Italian, Brazilian Portuguese, Mandarin, Arabic and Russian.
They can also participate in in-depth interviews to understand the perceptions from within the industry. Explori are arranging telephone interviews with show directors and senior marketers. Interviews will be treated in the strictest confidence.
Holt commented: “This is the most far-reaching project we have undertaken on behalf of UFI – it aims to give a 360 degree picture of the visitor experience, with views from show directors, marketers and of course the visitors themselves.
“It’s an ambitious project, but we’ve had an overwhelmingly positive response from the industry with 20 major organisers already participating. But the more data we can include, the more powerful the insight we can deliver, so I would encourage any further organisers to contact us as soon as possible to be included.”
