The changing face of conferences

I’ve lost count of how many research conferences I’ve attended over the past 15 years, but going on an average of six per year, I’d estimate that we’re talking at least 90. I’d envisage that I’ve exhibited at approximately 40 of these. If each conference, as a rule of thumb, has lasted for two days, this also means that I’ve consumed approximately 360 Nurofen Plus, four tubes of Berocca, and three bottles of eye drops; and that I’ve experienced 180 awkward buffet style lunches whereby I’ve attempted to eat soup with one hand while holding a glass of water with the other, desperately searching for a chair or table to afford me some dignity.

Starting in 2003, research agencies began to exclude exhibiting at, and attending, conferences from their sales and marketing plans due to the lack of end clients. I encourage you to take a look around at the next research conference you attend – you will note that most of the stands are manned by suppliers to agencies, eagerly looking out for potential clients to market to with often obscure giveaways.

In terms of direct ROI, attending conferences suddenly became prohibitively expensive for research agencies. Though employees could take part in a great networking opportunity that potentially allowed them to learn about new methodologies and innovation, and walk away with a sack of business cards (and so, indirect ROI), direct sales are limited.

This then begs the question, ‘why is the market for research conferences so lively?’ The market has been shaken up recently with the arrival of new kids on the conference block, such as MRMW, the Market Research Summit and IIeX. Others are changing format but what’s the driving force?

In my view, it’s not only about the knees up (though that is a factor, and who can resist the sight of researchers cutting shapes on the dance floor?); conferences are still one of the best ways to get your name out there. Securing an opportunity to present to a room filled with conference attendees is very clearly the biggest win, but simply being there and engaging with the zeitgeist makes you visible, and can often result in increased social and trade media coverage.

Finally, our industry is changing rapidly; small specialists spring up with expertise in new areas all the time. With this dynamism, it is not solely about meeting end clients – many specialists can work together beneficially. Agency to agency and supplier to supplier relationships are equally important and productive. 

Munich’s Research and Results claims to be Europe’s largest market research event and I think it’ll continue to grow. My initial impression from last year’s event was that it had a professional and targeted delegate list – with everyone open to on-the-fly meetings and collaboration.

As I look ahead at my own personal conference calendar for 2015, I have a combination of very large, global ‘broad brush’ conferences (including major players like MRS and Esomar to increase my knowledge about the industry and catch up with old friends) and some specialist one day events (focused on topics such as retail, finance, mobile and healthcare to learn about specific developments and make new friends).

What would encourage you to dust off your conference attire and join the circuit in 2015? Would it be free passes to end clients? Heavily subsidised tickets for young researchers to encourage new blood into the events? A sliding scale of charges for smaller to larger companies (based on number of employees)? Or would you be persuaded by shorter, fresher session formats, moving away from the typical agency/client case study?

Ben Hogg is managing director EMEA – portfolio businesses at Research Now.