Earlier this month, the Professional Convention Management Association brought together the world’s largest network of Business Events Strategists to connect and learn. Michelle Bruno, in partnership with ethnographer and data scientist, David Frazer presented a session on Ethnography & Exhibitions featuring a case study from Eileen Murray of the American Epilepsy Society.

Typically, meeting planners will use surveys and questionnaires to learn more about attendees and their behavior at events. Unfortunately, these methods often take place outside of the context of the event so meeting planners can’t always be sure about the accuracy of responses. Ethnography, however, involves an ethnographer embedding themselves amongst your attendee population during the event to collect data. This results in more natural and accurate responses from attendees.

In this interview from CL18 Live with Michelle Bruno, you can learn more about the value of ethnography for exhibitions and David Frazer’s work.