Exhibition Decision-Making: Fragmented Anxiety and Information Needs by Role. Second Survey Unveils Structural Issues.
Y’s Assist conducted a second survey on B2B exhibitions, revealing that anxieties differ by role—executives worry about ROI, while operational leads struggle with selection accuracy. Both share a common lack of 'judgment data.'
📋 Article Processing Timeline
- 📰 Published: April 1, 2026 at 18:00
- 🔍 Collected: April 1, 2026 at 09:36
- 🤖 AI Analyzed: April 21, 2026 at 08:30 (478h 54m after Collected)
Y’s Assist (Headquarters: Sagamihara City, Kanagawa Prefecture; CEO: Kentaro Yano) has conducted the second phase of its survey on the actual state of B2B exhibitions. This survey analyzes the differences in anxiety and required information during decision-making across various roles involved in exhibition participation.
The results revealed that personnel involved in exhibition participation do not share the same issues; rather, they face different anxieties based on their roles, while commonly confronting a 'lack of judgment materials.'
### Survey Result 1: Anxiety Varies by Role, Complicating Decision-Making
The analysis by respondent position showed that the nature of anxiety regarding exhibition participation differs significantly depending on the role.
- **Executive/Decision-maker level (Budget holders):** 'Unsure if results will justify the exhibition cost' (23.4%) was the highest concern, showing strong anxiety regarding the validity of investment decisions.
- **Operational Lead level (Exhibition management):** 'Cannot judge if it is optimal compared to other exhibitions' (26.3%) was the most common, highlighting anxiety over selection accuracy itself.
- **Field/Sales & Marketing (Partial involvement):** 'Anxious about being able to explain results after the exhibition' (27.5%) was the highest, surfacing issues regarding accountability post-event.
These results indicate that challenges in exhibition participation are not uniform; individuals must make decisions while struggling under different circumstances and responsibilities based on their roles.
### Recruitment for Tenjirow Beta Monitor Companies
Tenjirow is currently seeking beta monitor companies. We provide the complete 'Exhibition Reality Survey Report' (with all questions and detailed analysis) free of charge to eligible companies.
- Limited to companies considering or conducting exhibition participation -
▶ Apply for the monitor program here: [https://ysassist.jp/contact](https://ysassist.jp/contact)
The results revealed that personnel involved in exhibition participation do not share the same issues; rather, they face different anxieties based on their roles, while commonly confronting a 'lack of judgment materials.'
### Survey Result 1: Anxiety Varies by Role, Complicating Decision-Making
The analysis by respondent position showed that the nature of anxiety regarding exhibition participation differs significantly depending on the role.
- **Executive/Decision-maker level (Budget holders):** 'Unsure if results will justify the exhibition cost' (23.4%) was the highest concern, showing strong anxiety regarding the validity of investment decisions.
- **Operational Lead level (Exhibition management):** 'Cannot judge if it is optimal compared to other exhibitions' (26.3%) was the most common, highlighting anxiety over selection accuracy itself.
- **Field/Sales & Marketing (Partial involvement):** 'Anxious about being able to explain results after the exhibition' (27.5%) was the highest, surfacing issues regarding accountability post-event.
These results indicate that challenges in exhibition participation are not uniform; individuals must make decisions while struggling under different circumstances and responsibilities based on their roles.
### Recruitment for Tenjirow Beta Monitor Companies
Tenjirow is currently seeking beta monitor companies. We provide the complete 'Exhibition Reality Survey Report' (with all questions and detailed analysis) free of charge to eligible companies.
- Limited to companies considering or conducting exhibition participation -
▶ Apply for the monitor program here: [https://ysassist.jp/contact](https://ysassist.jp/contact)