From Insights to Impact: The Power of Conference Research
Author: Sabera Hyderally, Head of MedTech
As we navigate through the busy conference season, the industry is buzzing with innovation, networking, and knowledge sharing. Conferences are pivotal events that drive advancements, offering a unique platform for professionals to stay ahead of the curve. However, the true value of these events lies in the insights they generate. This is where conference-based research becomes extremely valuable. With extensive experience in the US and EU markets, Purdie Pascoe can guide you through how to leverage conference research to maximise impact and your return on investment.
The Value of Conference Research
Conferences are significant investments, both in terms of time and money. Market research at these events can provide a wealth of information to help businesses understand their target audience, identify emerging trends, analyse competitor activities, and evaluate the overall impact and ROI of the conference.
Here’s how to make the most of your conference research:
Pre-Conference Survey
Before the conference begins, it’s crucial to gauge the expectations and interests of your attendees. A pre-conference survey can help you understand what sessions they are looking forward to, their plans for booth attendance, interest in product demonstrations, and networking opportunities. This information is vital for tailoring your conference strategy to meet the needs and interests of your audience.
During Conference Survey
Once the conference is underway, real-time data collection is key. A during-conference survey can track engagement by noting which activities attendees participate in, the amount of time they spend at booths, and capturing the “Wow” moments. Additionally, it’s important to gauge the impact of your booth. What aspects stood out to attendees? Were there any shifts in perceptions towards your brand or competitors after visiting your booth? Gathering feedback on booth satisfaction and interactions with representatives can provide valuable insights.
Post-Conference Survey
The insights don’t stop once the conference ends. A post-conference survey can reveal the influence of the event on future decisions and product perceptions. Key takeaways from booth interactions, shifts in interest towards your brand, and any changes in perceptions of competitors are crucial data points. Furthermore, understanding the impact on rep meetings booked and overall satisfaction can help refine future conference strategies.
Choose the Right Partner
Conference research is a powerful tool for maximising the return on your investment. By partnering with an insights team skilled in executing effective research at every stage — from pre-event planning to post-event analysis — you can uncover valuable insights that drive meaningful, strategic change.
Interested in learning why Purdie Pascoe is the right partner for your conference research?