Methodology

To measure effective sponsorship exposure, data from event attendees is collected both during and after an event.

During Event
Event attendee data is collected through the use of handheld devices (pocket PC’s) while event is taking place. This process is quick and efficient, reducing the likelihood of fatigued responses during interviews.

Data is then uploaded to the internet, where clients can view all tabulated responses and get a quick idea of the sponsor exposure including brand perceptions and visibility at event.

After event
Second round of interviews conducted two weeks after sponsorship. Respondents are interviewed at this stage by the use of computer assisted telephone interviewing (CATI).

Data gathered at this time will effectively tell event effectiveness in changing or modifying product/brand buying decisions and perceptions.

Final data is then represented through analytical web software, and a score rating of event effectiveness is calculated, to give a definitive picture of SEI.