With support from the Exhibition Industry Foundation, the Center for Exhibition Industry Research (CEIR) has commenced a large-scale research project designed to give the meetings industry insight into younger generations' feelings and attitudes towards exhibitions and events.
Titled "The Power of Exhibitions in the 21st Century," the study was announced last week but began in May 2008 at the American Association of Critical Care Nurses Expo in Chicago, where CEIR conducted a pilot on-site research study.
Since then, the center has conducted similar on-site studies at two other shows—the Fresh Summit in Orlando and the Graph Expo in Chicago, both in October 2008—and made plans to do the same at two future shows, including the National Association of Music Merchants show, taking place Jan. 15-18, 2009, in Anaheim, Calif., and the National Association of Broadcasting show, taking place April 20-23, 2009, in Las Vegas.
CEIR will conclude its research in summer 2009 and plans to release its findings in a cumulative, qualitative report in September 2009.
Said CEIR in a written statement, "The ultimate goal of this project is to create a comprehensive report integrating the words and thoughts of attendees, statistically representative data [and] the objective viewpoint of young people that will help the industry that supports them learn what current strategies and tactics at events work most effectively with a younger audience at exhibitions and events, and what potential methods could work best to retain this audience into the future."
For more information, visit www.ceir.org