Survey on the Reality of Exhibition Organizing Companies | Structural Characteristics Revealed from KPIs, Exhibitor Outcome Grasping, and Information Provision
A survey by Y's Assist found that exhibition organizing companies prioritize visitor-related KPIs but struggle with visitor quality and designing negotiation opportunities. While many feel they grasp exhibitor outcomes and control visitor quality, persistent challenges suggest a gap between perceived efforts and actual effectiveness. Information provision methods vary, potentially impacting exhibition selection decisions for potential exhibitors.
📋 Article Processing Timeline
- 📰 Published: April 3, 2026 at 17:00
- 🔍 Collected: April 3, 2026 at 08:30
- 🤖 AI Analyzed: April 18, 2026 at 00:16 (351h 46m after Collected)
Y's Assist Co., Ltd. (Headquarters: Sagamihara City, Kanagawa Prefecture, CEO Kentaro Yano) conducted its third survey on the actual conditions of corporate exhibitions. This survey analyzed the setting of KPIs by exhibition organizing companies, the grasping of exhibitor outcomes, initiatives regarding visitor quality, and the actual state of information provision.
As a result, while each initiative is progressing to a certain extent, unique trends were observed in their interrelationships.
**Survey Results ①**
**Exhibition Organizing Companies' KPIs Center on "Visitor-Related Indicators," While "Visitor Quality" and "Negotiation Opportunity Design" are Major Challenges**
Regarding KPIs emphasized in exhibition operations, indicators such as "number of visitors," "ratio of target visitors," and "visitor demographics" ranked high.
On the other hand, challenges in increasing negotiation outcomes were primarily "variation in visitor quality" and "difficulty in designing negotiation opportunities."
The background for emphasizing visitor-related indicators is the understanding that organizers recognize visitor quality as a crucial factor significantly impacting exhibition outcomes. From these results, it can be inferred that to improve current challenges, there is a desire to consciously focus on evaluation indicators related to visitors while eliminating variations in visitor quality.
**Survey Results ②**
**Many Recognize "Success Grasping" and "Visitor Control" as Achieved, Yet Challenges Coexist**
Regarding grasping exhibitor outcomes (negotiations, orders, etc.), over 60% of respondents answered that they "grasp them."
For visitor quality (target suitability), a majority answered that they "can control it."
However, the awareness of the challenge "variation in visitor quality" is also ranked highest.
While a certain level of effort is recognized in outcome grasping and visitor control, challenges related to visitor quality are strongly recognized in actual operations.
This suggests that there may be a difference between the presence of initiatives and the actual perceived effectiveness.
**Survey Results ③**
**Information Necessary for Exhibition Consideration: A Provision Structure Mixing "Public Disclosure" and "Individual Disclosure"**
Regarding information necessary for exhibition consideration, nearly 60% of providers use formats such as "disclosed on website" or "publicly disclosed in materials." However, there are also a significant number of responses indicating "disclosure after inquiry" or "disclosure individually as needed," revealing that information provision is operated in diverse ways.
Although information about exhibitions is provided to a certain extent, differences arise in the methods and timing of provision, creating a situation where exhibition consideration companies may not always obtain the information they want under the same conditions.
This structure of information provision may also be influencing the decision-making process for exhibition selection.
**Summary of Survey Results**
**Structural Characteristics of Exhibition Operations Revealed by Survey Results**
The results of this survey suggest that the KPIs, outcome grasping, visitor quality, and information provision methods in exhibition operations from the organizer's side are not independent but form a structure through mutual relationships.
How to perceive and improve these relationships is considered one of the important themes for future exhibition operations.
**New Approaches to Exhibition Decision-Making Structure**
From the results of this survey, it is suggested that in exhibition operations, elements such as "KPIs," "outcome grasping," "visitor quality," and "information provision" form a structure through mutual relationships.
On the other hand, from the perspective of companies considering exhibiting, information is dispersed, or there are differences in the granularity or method of obtaining information, leading to situations where they cannot obtain the necessary information for exhibition decisions and cannot adequately compare and evaluate.
Focusing on such "structural problems due to information asymmetry" in the corporate exhibition market, we aim to create an environment where companies considering exhibiting can rationally compare and select exhibitions suitable for their own needs.
**[For Exhibition Organizing Companies/Organizations] Regarding Recruitment for the Beta Version Monitor of Tenjrow**
Y's Assist Co., Ltd. is currently recruiting beta version monitors to verify and improve services together with organizing companies and organizations, with the theme of the way information is provided in the exhibition market and redesigning relationships with exhibiting companies.
As revealed in this survey, "visitor quality," "outcome grasping," and "information provision" form the value of exhibitions through their interrelationships.
However, there are also aspects that are not fully visualized regarding how this information is conveyed to companies considering exhibiting and how it is utilized in decision-making.
Tenjrow aims to verify and improve information provision and matching quality in collaboration with organizing companies and organizations.
We look forward to the participation of organizing companies and organizations who wish to further enhance the value of the corporate exhibition business and who can verify and collaborate with us.
Additionally, monitor companies/organizations will receive the following benefits free of charge:
- Full Report of This Survey (with all questions and detailed analysis)
*The full report of this survey (with all questions and detailed analysis) is exclusively available to monitor companies/organizations.
*This is an announcement limited to companies/organizations involved in exhibition organization, planning, and operation.
▶︎ Monitor applications can be made here: https://ysassist.jp/contact
**▪️Survey Overview**
Survey Name: Survey on the Actual Conditions of Corporate Exhibition Exhibition and Operation 2026 (Third Edition)
Survey Method: Internet Survey (Freeasy)
Survey Period: March 2026
Target Audience: Business professionals involved in or having experience with the organization, planning, or operation of corporate exhibitions.
Number of Valid Responses: 300
Survey Organizer: Y's Assist Co., Ltd.
*This survey was conducted exclusively for organizers, organizing companies/organizations, operating secretariats (including commissioned/production companies), industry associations, government agencies, etc., who responded that they are involved in or have experience in the exhibition and operation of corporate exhibitions.
As a result, while each initiative is progressing to a certain extent, unique trends were observed in their interrelationships.
**Survey Results ①**
**Exhibition Organizing Companies' KPIs Center on "Visitor-Related Indicators," While "Visitor Quality" and "Negotiation Opportunity Design" are Major Challenges**
Regarding KPIs emphasized in exhibition operations, indicators such as "number of visitors," "ratio of target visitors," and "visitor demographics" ranked high.
On the other hand, challenges in increasing negotiation outcomes were primarily "variation in visitor quality" and "difficulty in designing negotiation opportunities."
The background for emphasizing visitor-related indicators is the understanding that organizers recognize visitor quality as a crucial factor significantly impacting exhibition outcomes. From these results, it can be inferred that to improve current challenges, there is a desire to consciously focus on evaluation indicators related to visitors while eliminating variations in visitor quality.
**Survey Results ②**
**Many Recognize "Success Grasping" and "Visitor Control" as Achieved, Yet Challenges Coexist**
Regarding grasping exhibitor outcomes (negotiations, orders, etc.), over 60% of respondents answered that they "grasp them."
For visitor quality (target suitability), a majority answered that they "can control it."
However, the awareness of the challenge "variation in visitor quality" is also ranked highest.
While a certain level of effort is recognized in outcome grasping and visitor control, challenges related to visitor quality are strongly recognized in actual operations.
This suggests that there may be a difference between the presence of initiatives and the actual perceived effectiveness.
**Survey Results ③**
**Information Necessary for Exhibition Consideration: A Provision Structure Mixing "Public Disclosure" and "Individual Disclosure"**
Regarding information necessary for exhibition consideration, nearly 60% of providers use formats such as "disclosed on website" or "publicly disclosed in materials." However, there are also a significant number of responses indicating "disclosure after inquiry" or "disclosure individually as needed," revealing that information provision is operated in diverse ways.
Although information about exhibitions is provided to a certain extent, differences arise in the methods and timing of provision, creating a situation where exhibition consideration companies may not always obtain the information they want under the same conditions.
This structure of information provision may also be influencing the decision-making process for exhibition selection.
**Summary of Survey Results**
**Structural Characteristics of Exhibition Operations Revealed by Survey Results**
The results of this survey suggest that the KPIs, outcome grasping, visitor quality, and information provision methods in exhibition operations from the organizer's side are not independent but form a structure through mutual relationships.
How to perceive and improve these relationships is considered one of the important themes for future exhibition operations.
**New Approaches to Exhibition Decision-Making Structure**
From the results of this survey, it is suggested that in exhibition operations, elements such as "KPIs," "outcome grasping," "visitor quality," and "information provision" form a structure through mutual relationships.
On the other hand, from the perspective of companies considering exhibiting, information is dispersed, or there are differences in the granularity or method of obtaining information, leading to situations where they cannot obtain the necessary information for exhibition decisions and cannot adequately compare and evaluate.
Focusing on such "structural problems due to information asymmetry" in the corporate exhibition market, we aim to create an environment where companies considering exhibiting can rationally compare and select exhibitions suitable for their own needs.
**[For Exhibition Organizing Companies/Organizations] Regarding Recruitment for the Beta Version Monitor of Tenjrow**
Y's Assist Co., Ltd. is currently recruiting beta version monitors to verify and improve services together with organizing companies and organizations, with the theme of the way information is provided in the exhibition market and redesigning relationships with exhibiting companies.
As revealed in this survey, "visitor quality," "outcome grasping," and "information provision" form the value of exhibitions through their interrelationships.
However, there are also aspects that are not fully visualized regarding how this information is conveyed to companies considering exhibiting and how it is utilized in decision-making.
Tenjrow aims to verify and improve information provision and matching quality in collaboration with organizing companies and organizations.
We look forward to the participation of organizing companies and organizations who wish to further enhance the value of the corporate exhibition business and who can verify and collaborate with us.
Additionally, monitor companies/organizations will receive the following benefits free of charge:
- Full Report of This Survey (with all questions and detailed analysis)
*The full report of this survey (with all questions and detailed analysis) is exclusively available to monitor companies/organizations.
*This is an announcement limited to companies/organizations involved in exhibition organization, planning, and operation.
▶︎ Monitor applications can be made here: https://ysassist.jp/contact
**▪️Survey Overview**
Survey Name: Survey on the Actual Conditions of Corporate Exhibition Exhibition and Operation 2026 (Third Edition)
Survey Method: Internet Survey (Freeasy)
Survey Period: March 2026
Target Audience: Business professionals involved in or having experience with the organization, planning, or operation of corporate exhibitions.
Number of Valid Responses: 300
Survey Organizer: Y's Assist Co., Ltd.
*This survey was conducted exclusively for organizers, organizing companies/organizations, operating secretariats (including commissioned/production companies), industry associations, government agencies, etc., who responded that they are involved in or have experience in the exhibition and operation of corporate exhibitions.