After the annual meeting of a large medical association, the COO asked for an analysis of the attendee and exhibitor evaluations. Sifting through the hundreds of pages of charts and tables and verbatim comments, he asked, “What does this all mean?”
What they needed
He asked his staff to find a simpler solution to collect, analyze, and interpret data so they can make more informed decisions about how to allocate resources.
What we provided
We first analyzed their existing data and were able to identify several key constituencies within their membership who felt neglected and were at risk to leave for a competing conference.
Next, we conducted a focus group to identify the needs and objectives of their stakeholder groups. Then we developed new measures and metrics to track, as they weren’t collecting the kind data that would help them determine their meeting’s value. We used observational techniques and individual and group interviews onsite using a team equipped with tablets.
We collected a larger quantity and a higher quality of data than they’d ever had at their disposal before. We were also to make some real-time, on-the-spot logistical and design modifications based on attendee feedback. They derived more insight into their attendee and exhibitor experience and were able to make substantive program and logistical changes that resulted in a significantly improved meeting across all measures. Finally, we identified a number of large revenue and sponsorship opportunities.