The new firm, iHAVE5Qs, uses “capture agents” equipped with iPads to target visitors at events and ask them a set of five questions in 55 seconds that have been set by clients.

Raw data from the questions is available in real time and analysis is carried out on the answers immediately after the event, the firm said.

Harding said: “After more than a decade in the event planning business, we saw an untapped opportunity to help our clients capitalise on the attendance at their promotional events and leverage their existing marketing investments. iHAVE5Qs is the ideal complement to Patrician Company’s event-planning services – offering the combined expertise to stage high-traffic, memorable events and mine valuable data from consumers who have already expressed interest in a client’s brand by their attendance.”