Mystery Delegate research service helps event organisers collate unbiased feedback on events

An innovative new market research service has been launched for exhibitors to obtain valuable, unbiased live feedback from delegates, in order to measure stand performance.

Operating similarly to the ‘mystery shopper’ concept, Mystery Delegate has been specifically developed for the events industry by UK-based event management agency Spinning Clock.

The complete end-to-end service includes the onsite recruitment of delegates at key walk-through exhibition areas, who in turn are incentivised to visit the exhibitor’s stand under cover, with set questions that are fed back by means of an online survey.

Delegates’ live web responses are then immediately collated and provided to the exhibitor via email, in order to constantly monitor and assess its messaging and stand performance both during and after the show, and thus make improvements accordingly – which can be particularly useful at multi-day events.

Successful pilot trials have already taken place at exhibitions, such as Primary Care Live in Manchester and the Vitality Show in London by companies including Clinical Solutions, the Red Cross and NHS Choices, who have been suitably impressed with the efficient reporting system and measurable results.

Julie Perry, head of marketing at NHS Choices commented on the benefits of the Mystery Delegate service at the Vitality Show 2010:

“We found Spinning Clock’s delegate feedback to be invaluable, as it helped us to understand exactly what our audience were looking for and what steps we could take to improve.”

A bespoke service with targeted recruitment from specific delegates, such as managing directors or HR managers, can also be provided so that exhibitors receive feedback from their ideal customer base.

“The Mystery Delegate service is a unique, cost-effective way of helping exhibitors engage better with their target audience, which could potentially generate more contacts and sales leads as a result,” added Spinning Clock’s managing director, Don Turner.

We’re always looking at ways in which to improve our own services, so I’m pleased to announce that there will be an additional feature for exhibitors that will enable them to instantaneously receive their Mystery Delegate data by text message too,” he concluded.

Tags: Event Magazine, Event Management, Mystery Delegate

Category: Event Management, Event Marketing