CEIR Focuses on Research, Hires Research Director

A longtime leader in trade show analysis, the Center for Exhibition Industry Research (CEIR) is enhancing its research focus with a new in-house position devoted to exhibition industry intelligence, as well as a new custom market research service, it announced yesterday.

"Historically, CEIR has completed studies through research subcontractors," said CEIR 2011 Chairperson Carrie Freeman Parsons. "Moving forward, many research initiatives will be completed internally. The cost savings and in-house expertise expand the capacity of what the organization can accomplish. Having this type of in-house capability also provides an opportunity for CEIR to provide custom research services to companies seeking business intelligence on their exhibitions and events."

CEIR's new position, "Research Director," has been filled by Nancy Drapeau, who began her market research career in 1991 and started her own full-time market research practice in 2008, specializing in research for trade show organizers.

"It is an honor to join this highly respected organization," Drapeau said. "For decades, CEIR has been a national leader in delivering unbiased research to the exhibition industry, reporting on trends, best practices and market insights. Results have helped organizers, exhibitors and other industry players navigate the ongoing evolution in this business, pinpointing opportunities for growth and ways to position one's company in light of current trends. To take on this role is a major responsibility. I look forward to the challenge."

In addition to bringing its research efforts in-house, CEIR is launching a new custom market research service that allows exhibitors and show organizers to leverage the organization's industry knowledge in pursuit of their own business objectives. For instance, CEIR will help organizations evaluate their marketing mix, grow and retain their customer base, and evaluate their competitive positioning in the marketplace.

"We could not be more pleased that Nancy has joined the CEIR staff," said CEIR President and CEO Doug Ducate. "Her exhibition industry background and strong skills in market research will open new opportunities for CEIR as it continues its mission in promoting the value of face-to-face marketing."