Messukeskus, Finland’s largest trade fair, conference and congress organiser and venue, has announced it has selected UK-based research agency Explori as its partner for strategic event feedback, measurement and benchmarking. The collaboration is designed, the venue says, to provide business-wide event analysis and insight.
By using Explori in combination with other initiatives, Messukeskus says it aims to adopt a more customer-centric approach to event strategy based on insights gleaned from visitors, exhibitors and sponsor data.
By gathering and absorbing the results of data-driven measures of success, Messukeskus hopes to gain a clearer understanding of the factors influencing its audience’s satisfaction..
Anni Vepsäläinen, CEO of Messukeskus, comments: “The upheaval caused by the pandemic has led us to fundamentally reassess the way we work and the market we serve. Using data to understand where an event has succeeded and identifying areas where it has fallen short will allow us to gain valuable insights that can be used to improve future events.”
Messukeskus will work with Explori to compare event performance against the global standard.
“We’ve known of Explori and their reputation in our industry for some time, and are delighted to now be working together with them as we take the next step with our integrated data strategy.”
Richard Kensett, commercial director of Explori, adds: “We’re very excited to be working with Messukeskus and are looking forward to a collaborative relationship where we can share our insights to support their continued development.
“We also see this as another step towards being able to identify regional trends and benchmarks across the Nordics. We hope this will be a catalyst for more Danish, Swedish and Norwegian organisers to upgrade their customer insight strategy so we can deliver similar insights to this region as we do globally.”
