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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 council 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 Council

2018 Chair

Ian K. Sequeira

VP, Research and Measurement


Council Members

Aidan Augustin

Co-founder and President


Kevin Bagger

Executive Director of the Research Center

Las Vegas Convention & Visitors Authority

Paul Graller

Vice President

Hall-Erickson Inc.

Justin Hersh

President & CEO

Group Delphi

Jennifer Hoff, CEM


Taffy Event Strategies

Ashish Jain

Director, Strategic Business Development

a2z Inc.

No Photo Available

Jackie James

Show Director

Informa Exhibitions


Mary Larkin

Executive Vice President

Diversified Communications


Heidi Mitchell

Sr. Trade Show Marketing Manager

National Safety Council

Brian Sherwood

Vice President, Customer Insights

Reed Exhibitions

Rich Stone



Dave Weil, CAE

Vice President, Event Services

SmithBucklin Corporation


Cathy Breden, CMP, CAE



Nancy Drapeau, PRC

Senior Research Director