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Areas of Study

An annual assessment is conducted to identify the research needs of the exhibition industry. While the CEIR Board board of directors ultimately determines the specific research projects, the research committee makes recommendations.

The Foundation is currently focusing on research topics consistent with its core goals and mission. These include:

  • Data that quantifies the value proposition of the industry for attendees, exhibitors, host communities and show organizers, as well as data that identifies trends to enhance overall ROI
  • Strategies to communicate the value of the industry to marketing decision makers who will in turn drive greater attendance from both attendees and exhibitors
  • An industry standard model for measuring the economic impact on host cities
  • Strategies to engage younger audiences in attending exhibitions and events
  • Research on how to deliver greater marketing value through extending the life and reach of a show by using technology and viral marketing such as social networking

Third-Party Research

CEIR also considers partnerships with external organizations to develop areas of research that benefit the exhibition industry such as:

  • The value of face-to-face events vs. recognized alternative marketing mediums
  • How to leverage technology to increase show marketability and attendance
  • The relative cost to close a sale -- trade show lead vs. a sale without a trade show lead
  • Generational trends
  • Reliable metrics to calculate economic impact of exhibitions and events
  • The CEM program and other targeted education offerings
  • Education to increase the awareness of industry careers
  • Strategies to leverage existing CEIR data to promote the exhibition industry
  • Data on public events

If you are interested in discussing a third-party research opportunity, please contact us.

CEIR Research Committee

2016 Chair

Ian K. Sequeira

Executive Vice President

Exhibit Surveys Inc

Committee Members

Randy Bauler, CEM

2015 Chair, CEIR Research Committee

Corporate Relations & Exhibits Director

American Association of Critical-Care Nurses

Glenda Brungardt, CTSM

Tradeshow Event Manager

HP Inc

Reagan Cook

Manager, Strategy and MarketWorks

Global Experience Specialists (GES)

Karin Fendrich

Executive Producer

KFend Produces

Nicole Hallada

Chief Marketing Director

Association of Equipment Manufacturers

Justin Hersh

President & CEO

Group Delphi

Melinda Kendall

SVP Strategic Sales Support


Bill McGlade, CEM

Director of Account Management

a2z, Inc.


Heidi Mitchell

Sr. Trade Show Marketing Manager

National Safety Council

Gwen Parsons

Senior Vice President

Nomadic Display

Brian Sherwood

Director, Customer Insights

Reed Exhibitions

Dave Weil, CAE

Vice President, Event Services

SmithBucklin Corporation


Cathy Breden, CAE, CMP



Nancy Drapeau, PRC

Senior Research Director