With the Research&Results in Munich and the Insight Show in London clashing on exactly the same days, you would think that exhibitors should have to choose one of the two. Some did, but a lot of internationally active companies actually exhibited in both cities. We talked to the Scandinavian companies who didn't want to choose, to get a hint on which fair is the better.
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The common denominator of all doubling exhibitors, Cint/CPX, Tobii and iMotions, is that they are happy with the outcome, despite smaller or larger problems in different areas. I don't think this has to do with political correctness or other reasons for not wanting to be perfectly honest in front of a microphone. For all six interviewed, it is obvious that a trade fair show provides contacts and opportunities you would have to work extremely to get in other ways - if at all possible. You simply can't miss an opportunity like this if you seriously want to do business in a certain market.
The most negative of all interviewed was Nick Harmsen of Tobii, perhaps also the most experienced exhibitor of all six, who had expected to meet more people at the Insight Show and who also was not content with the heating problems on the fairs first day. Still, he has already booked a booth for next years Insight Show - a good example of how important this event is.
Getting a good location for your booth is important, but not decisive. In Munich, CINT were one of the last to sign up and consequently got a space far away from the center. With a lot of good will and imagination you can spot more content among the companys London staff, who worked from an excellent location, but the Munich staff were also very positive and stressed the importance of being active yourself, not the least by visiting other booths.
We also spoke to Intervjubolaget-IMRI who had a stand in London and a visitor in Munich. Just as happy as they are to be the only Scandinavian fieldwork company present, just as surprised are they about this solitude. They say it is vital to visit trade fair shows and conferences if you want international assignments. You simply don't end up top of mind among the clients otherwise and this goes both for new and old contacts. This was also stressed by African Fieldwork Services based in South Africa, exhibiting across the alley from Intervjubolaget in London, in one far corner of the gigantic exhibition hall, who where overwhelmed by all new business opportunities pouring in.
Most enthusiastic of all, at both fairs, were iMotions. Perhaps not so surprising. Eye scanning is hot right now - almost a must-have-technology - and as Market Manager Gunnar Liberoth put it: Eye scanning in itself is not new, but we are the only ones who have a software to measure emotions in this way.
Listen to iMotions in Munich, November 20. (2,04) Listen to iMotions in London, November 21. (1,38)
Listen to CINT/CPX in Munich, November 20. (1,00) Listen to CINT/CPX in London, November 21. (1,33)
Listen to Tobii in Munich, November 20. (1,21) Listen to Tobii in London, November 21. (1,29)
Henrik Hall
SMRN