Trade fair market research –
the efficient approach to your market insights
Trade fairs have a very wide range of functions for the exhibiting companies: In addition to marketing, sales, maintaining customer relationships and recruiting, this also includes trade fair market research (e.g. analysis of competitors, image analysis, product tests).
Trade fairs form the ideal framework for market research
At trade fairs, there are excellent framework conditions to quickly and inexpensively gain valuable information from top customers and partners.
- There is hardly any situation in which more representatives of target groups relevant to companies are in one place at the same time.
- These trade fair visitors are legitimized and qualified by their companies.
- Due to the preparation and the visit of the fair, the information level of the visitors is very homogeneous.
- Above all, the visitors want to gain a comprehensive overview of the market, gain knowledge about current topics and innovations, exchange ideas with other market participants on current industry issues and – last but not least – they want to do some networking.
Using particular market research approaches, companies can profit from the positive framework conditions of a trade fair and their own trade fair appearance and thus “kill two birds with one stone”: While e.g. the own employees maintain the relationships (“soft” factor) at the company’s trade fair stand, CUSTOR’s specialists determine “hard” and relevant information from the market in open discussions with the top customers and partners.
This separation of trade fair business and market research with regard to person an possibly place offers many advantages for companies:
- CUSTOR takes the pressure off your employees: they can solely focus on core tasks at the trade fair stand such as sales, customer relationship management and networking.
- Experience shows that customers and partners respond to an unknown interviewer more openly than to employees of a supplier. Therefore, as an external partner, CUSTOR guarantees the required anonymity for you and the respondents.
- The survey and analysis is carried out by professional interviewers / moderators with a high level of technical expertise and many years of experience.
- Your company receives time-saving, in-depth and structured information on its issues – quickly, frankly, critically and in an action-oriented manner.
In order to be able to optimally support you in your trade fair activities, contacting CUSTOR at the earliest possible stage of the project is expedient. After all, the methodological approaches to be used must be selected and customer tailored to the problem and the insight interest of the client. Possible methods can be:
- Qualitative methods that identify the widest possible range of needs, attitudes, preferences, aversions and barriers of the participants in terms of a psychological representativeness.
The survey instruments are always designed in close cooperation with our client to provide enough room for company-specific questions.
The survey method is based on the procedure used (→ possible content), ranging from face-to-face in-depth interviews to cost-effective tablet-based and self-administered surveys.
Auch die Stichprobengröße steht in unmittelbarem Zusammenhang mit der Aufgabenstellung und dem verwendeten Untersuchungsansatz (qualitativ oder quantitativ); generelle Aussagen können diesbezüglich daher nicht getroffen werden.
Die Rekrutierung der Befragten kann entweder im Vorfeld (z.B. für eine Kundengesprächsrunde) oder – um die Dynamik der Messeveranstaltung zu nutzen – direkt vor Ort (z.B. für eine kurze Standbesucherbefragung) erfolgen.
Die Kernleistungen umfassen:
- Methodische Beratung, Studienkonzeption und Projektleitung
- Auswahl eines geeigneten Untersuchungsansatzes
- Fragebogen-/Leitfadenentwicklung, -abstimmung, Programmierung (quantitativ) und Pretest
- EDV-technische oder qualitative Auswertung
- Erstellen eines Chart Reports (ca. 30 Seiten) mit Management Summary und Handlungsempfehlungen
Gerne unterstützen wir Sie aber über die Marktforschung hinaus auch bei der Vorbereitung, Durchführung und Nachbereitung Ihres Messeauftritts.
Using particular market research approaches, companies can profit from the positive framework conditions of a trade fair and their own trade fair appearance and thus “kill two birds with one stone”: While e.g. the own employees maintain the relationships (“soft” factor) at the company’s trade fair stand, CUSTOR’s specialists determine “hard” and relevant information from the market in open discussions with the top customers and partners.
This separation of trade fair business and market research with regard to person an possibly place offers many advantages for companies:
- CUSTOR takes the pressure off your employees: they can solely focus on core tasks at the trade fair stand such as sales, customer relationship management and networking.
- Experience shows that customers and partners respond to an unknown interviewer more openly than to employees of a supplier. Therefore, as an external partner, CUSTOR guarantees the required anonymity for you and the respondents.
- The survey and analysis is carried out by professional interviewers / moderators with a high level of technical expertise and many years of experience.
- Your company receives time-saving, in-depth and structured information on its issues – quickly, frankly, critically and in an action-oriented manner.
In order to be able to optimally support you in your trade fair activities, contacting CUSTOR at the earliest possible stage of the project is expedient. After all, the methodological approaches to be used must be selected and customer tailored to the problem and the insight interest of the client. Possible methods can be:
- Qualitative methods that identify the widest possible range of needs, attitudes, preferences, aversions and barriers of the participants in terms of a psychological representativeness.
The survey instruments are always designed in close cooperation with our client to provide enough room for company-specific questions.
The survey method is based on the procedure used (→ possible content), ranging from face-to-face in-depth interviews to cost-effective tablet-based and self-administered surveys.
The sample size is also directly related to the task and the approach used (qualitative or quantitative); therefor general statements cannot be made.
The participants can be recruited either in advance (e.g. for a customer focus group) or – in order to use the dynamics of the trade fair event – directly on site (e.g. for a short stand visitor survey).
The core services include
- methodological consultation, study design and project management
- selection of a suitable research approach
- questionnaire / guideline development, programming (quantitative) and pretest
- computer-aided data analysis
- chart report (about 30 pages) with management summary and recommendations for action
Beyond market research we will gladly support you in the preparation, implementation and follow-up of your trade fair appearance.
