Convention/Event Research

The following is a partial list of annual meetings and conventions we typically attend along with the month in which the meeting is normally held:

• Society of Thoracic Surgeons (January)
• American Academy of Orthopedic Surgeons (February)
• Drug Information Association (February)
• American College of Cardiology (March)
• Association of Operating Room Nurses (March)
• American Association of Neurosurgeons (April)
• American Urological Association (May)
• American Physical Therapy Association (June)
• American Hospital Association (August)
• American Society of Anesthesiologists (October)
• American Academy of Ophthalmology (October)
• American College of Surgeons (October)
• American Heart Association (November)
• Radiology Society of North America (Week after Thanksgiving)

Points to Remember

Many physician specialties are increasingly being targeted to participate in various forms of research. Conventions are unique in bringing a diverse group of potential participants together in one place for a short period of time. Consequently, conventions can be a quick and economical means of collecting certain types of information.

There are two basic approaches to conducting market research at conventions. One is where you acquire space within the convention exhibit floor and physically become part of the scheduled activities. The other is where you perform your research around scheduled activities and outside the confines of the exhibit space. Some points to remember when making that decision.

• Most associations sponsoring annual meetings have a handbook of rules and regulations which must be followed in order to secure exhibit space and conduct outside activities with attendees.
• Most associations also assign space based upon a points or credit system in which the exhibitors using the most space and having attended the most conventions will get priority.
• Almost all meetings have initial deadlines and requirements for requesting exhibit and hotel space that require action as much as one year in advance of the meeting.
• Many activities and even activities done outside exhibit hours, are regulated by the association and must be approved prior to the meeting. A few conventions do not allow market research.
• When confidentiality of sponsorship is required, an additional generic booth or alternative arrangements will be necessary to protect your company's identity from the participants.

Once you decide to utilize a convention as part of your market research process, there are a number of research vehicles which can be used to collect the required information. The appropriateness of each method may change based on whether you are exhibiting in or simply attending the particular convention. Some of the event based options we offer include:

• Traditional exhibit booth interviews and surveys
• Electronic surveys using hand held, pen based computers
• Personal Interviews or product tests
• Focus groups and discussion groups

These are a few of the details to keep in mind whenever you are considering utilizing the strong potential of a convention. Research Options can help whether you are simply analyzing which options you may use or whether you need a trusted and experienced research partner to execute your market research.