Sanoma and RAI Amsterdam examine triggers for event visitors

What do visitors see and how are they triggered during events? This was the subject of research by RAI Amsterdam and Sanoma during last week’s vt wonen&design exhibition (3 to 8 October 2017). Using methods such as eye tracking and galvanic skin response (GSR) – techniques that have not been deployed in the exhibition industry before – the event experience of visitors is studied in an innovative way.

A selected number of visitors to the vt wonen&design event were given special glasses and a small device around their wrists. The glasses were used for eye tracking while the wristband measures the galvanic skin response (GSR) in order to see the extent to which visitors are triggered or excited by what they see and experience. The second segment of the research involves using Wi-Fi to measure how many people visit specific stands. This innovative study is the first step towards gaining new insights into the ROI of exhibitions.

The research at the vt wonen&design exhibition is part of a larger study into the impact of events started by Sanoma in 2016. Research agency Validators was commissioned by Sanoma and RAI Amsterdam to carry out the study and the results will be announced by the end of the year.

RAI ambitions
The research is in line with the ambitions of the RAI, which aims to use data, indoor navigation and other connectivity solutions to further increase the benefits for event visitors, exhibitors and organisers in the future.

Silver jubilee of vt wonen&design exhibition
The vt wonen&design exhibition is the largest, most comprehensive interior design event in the Netherlands. Organised by Sanoma, the event, which took place from 3 to 8 October in RAI Amsterdam, was celebrating its 25th anniversary this year.

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