(vipmen.net) - This study was completed in two phases and commenced in October 2008. The qualitative phase consisted of more than 300 face-to-face interviews of young professional attendees, ages 20 to 39, at 10 diverse business-to-business exhibitions between October 2008 and May 2009. This on-site research helped to identify the specific likes, dislikes, perceptions and attitudes of these attendees’ experiences. An in-depth, quantitative online survey was then fielded by Burke, Inc., a marketing research industry leader, to approximately 1,200 young professionals who attended or had the opportunity to attend any exhibition related to their career in the past three years. Quantitative results are broken into two groups: findings from Gen X respondents (ages 28-39) and Millennial respondents (ages 27 and younger). This report offers a wealth of insight into how young professionals want to connect, learn and network at exhibitions and events. CEIR’s study includes additional interpretations and insight from generational expert Chuck Underwood, author and founder of The Generational Imperative. |
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