A full report with comprehensive findings, based exhibitor and buyer insights, identifying key reasons for lack of interest in attending, dislikes and what the ideal trade show would be. Competitor insights gathered suggested a dramatic change to tradeshow format and business model. Recommendations were made to client to take urgent actions on incorporating technological tools, better marketing, communication, and educational offerings. Geo Strategy Partners assisted with the development of a new model that included a merger between North American and European shows and then tested this concept quantitatively.