UNDERSTANDING MARKETS

Smooth and unobstructed organisation of events no longer ranks among the mere core capabilities in the exhibition industry. Instead, it is rather essential to understand the coherency and complexity of the markets they serve as much as possible. Communication with key actors should be performed at eye level, in order to raise the exhibition's level of acceptance as serious players - as this is one of the basic prerequisites for creating those communities, that - in turn - are essential for live events and online platforms, i.e. the hybrid formats of the future.

SECONDARY RESEARCH

Internal or external desk-research using available statistical, association or market data - thoroughly considering insights
of futurology.

KNOWLEDGE POOLS

Workshops for diversely composed project teams within the organisation.

EXPERTS

Think-tanks, task forces or round tables, stud with experts from existing networks within agile, dynamically moderated discussions.

DELPHI STUDIES

Surveying carefully selected experts, even without direct relation to exhibitions, allowing for all the relevant PESTEL factors (political, economic, social,
technological, environmental, legal).