Client description: Global software company

Practice area: Market Research and Analysis

Geographic scope: US

Industries involved: Software, technology and media

Services applied: Voice of the Customer; brand perception and awareness; competitive intelligence

Business challenge: Client wanted to maximize trade show ROI across several annual trade shows in the US.

Methodologies: Intercept IDIs at trade shows with IT and media executives

The result: Using findings from these ongoing studies, the client could examine year over year performance in terms of value of theater presentation and individual demo stations, booth staff technical knowledge, takeaways from booth visit/changes in perceptions, and more about what worked, what didn’t and why. The client was able to prioritize which product demos, staff, messaging and other aspects of the booth experience were most valuable to trade show attendees and use all of this to maximize and measure ROI on their booth investments on subsequent trade shows.