Exhibit & concept tests

The exhibits on the exhibition stands reflect the technological advancement of a company. Exhibits therefore play an important role in communicating the core messages of your new products in a concise, compelling and rapidly intelligible way. FairControl’s Useability&Attitude analysis allows you to specifically test and optimise the innovative and informative impact of your exhibits.

Goals

  • To optimally exploit your product presentation to convince prospects and gain new customers
  • To communicate information geared to your target group: ensuring that your exhibits convey all the desired core messages and information is designed to be easily understood
  • To provide the starting points for optimal communication of the product message (quality, performance, benefit)

Study Contents

  • User-friendliness:
    How simple and expedient is the use of the exhibits from the visitor perspective? How are design and functionality evaluated?
  • Communication of information:
    Was the product message understood? Which parts of the message proved memorable, which not?
  • Effectiveness:
    Is the information structured in such a way that the information needs of the user are satisfied in a reasonable time and depth?
  • Readiness to try and buy:
    Does the exhibit succeed in awakening curiosity and closer interest? To what extent does the user feel stimulated to consider testing or buying the product presented?
  • Competitor benchmarking:
    Are your competitors exhibiting comparable exhibits? Are they easier to use? Do they offer a higher experience or information value? How can you design your exhibits so they stand out from the competition from the customer’s perspective?

Instruments

The instruments we draw upon for our Useability&Attitude analysis include:

  • User survey
  • Staff survey on their observations of the customers’ usage patterns
  • Useability testing:
    • solution of specific “test tasks” by test persons
    • reconstruction of the usage sequence with the “thinking out loud” method (verbal description of the test person’s impressions during use)
  • Usage behaviour observation:
    • undercover on-site observation of stand visitors during usage – or observation in our “interaction studios”
    • analysis of usage with the aid of a standardised catalogue of criteria

Concept test of your new products as an extended field of application: Another field of application for FairControl’s Useability&Attitude analysis is in concept testing of your new products. This technique focuses on your ideas and your new products. Within the few days of a fair you accumulate a large number of qualified target group contacts trade visitors who are decision-makers, innovators and opinion multipliers. Our concept analysis allows you to use your fair presentation as a “test market” to investigate the acceptance of your product ideas prior to their market launch.