On trade shows and human intelligence - Do we really have to rely on technology only to gain market information?

There is common understanding that trade shows are declining and loosing their importance and value.

On the contrary, they are yet to disappear.

Trade shows have various purposes one of which obtaining market information and intelligence.

Many of us can obtain market information through electronic channels with the internet as prime source.

Yet, I consider part of the information we obtain online as quantified information.?It is information we analyze to draw conclusion and map the market we are after.

It is a valuable information that helps us understand our market better nonetheless such that was obtained effortlessly (and in most cases, priceless).

Would such info help us sense our market?

Sensing our market refers to hidden information, information that is related to opinions and feelings of situations.?It is too challenging to quantify emotion and get the insights we strive to know.?These are the personal stories, experience of others and from time to time, gossips that help us get “more colorful picture” of the situation. ??

Trade shows are perhaps the most effective arenas to obtain information that is helping us to sense the market.?It is also the most cost-effective ways as well while meeting large number of people in a single location during limited time (rather traveling to meet them in person).

When engaging in a conversation with others we get valuable information that can almost never be found in an open media.?Info about new product, person who is planning to leave high caliber position, company that is about to acquire competitor.?At the end this information gets to the public but at first, you might be those who will get that information BEFORE many others.?Knowing before many others gives us leading edge, plan ahead and be prepared for what is ahead of us.

During a show when we talk to people, we also feel the mood of the market, what the directions are.?Sometimes we found that the mood is contradicting the information we get publicly.?

I just returned from the Atlanta Mart show.?One of US largest home and gift shows.?Prior the start of the show, I had the notion that market is in recession and my expectations for sales have to be kept low.?I am not suggesting that the show’s results totally contradicted reality but when thousands of exhibitors and visitors are happy with the show’s results that can’t go unnoticed and more tells us about directions of the market.?When talking to people we easily sense how ready and eager many of them to return to normal.?Such positive vibe is not discussed in any statistic I was reading recently.

I know I am lacking larger macroeconomic view but I am asking not to neglect other factors that draw larger market picture, part of which is drawn by us, business people that changing a situation despite data and cold analysis that show partial situations.