The first step is to grasp the current market conditions. We then develop a research plan to immediately conduct a fit assessment of the event to uncover needs, opportunities, and challenges to overcome in the industry. Measure the perceived value of the event in meeting objectives Determine expectations and reasons for participation Identify and assess the specific aspects of the event that represent the least and most value Document the quality and buying power of the audience Measure the activity level of the audience on the exhibition floor Evaluate promotion efforts and provide feedback to be used in promoting future events Solicit Information from Advisory Committees Conduct competitive analyses of similar events Test new ideas