Decision-making for B2B Trade Shows Fragmented by Role-Specific Anxieties and Information Needs: Second Fact-Finding Survey Reveals the Nature of Structural Challenges

Y’s Assist Inc. (Headquarters: Sagamihara, Kanagawa; Representative Director: Kentaro Yano) has conducted its second fact-finding survey regarding B2B trade shows. This survey analyzes the differences in decision-making anxieties and required information based on the specific roles involved in trade show participation.

The results reveal that personnel involved in trade show participation do not share the same challenges; rather, while they harbor different anxieties based on their roles, they all face a common "lack of decision-making material."

Survey Result 1

Role-specific anxieties complicate decision-making

"What causes the most anxiety regarding trade show participation?" by role of stakeholders

The survey, analyzed by the respondent's position, revealed that the nature of anxiety regarding trade show participation varies significantly by role.

Among those with budget decision-making authority, the most common concern was "not knowing if the results will justify the exhibition costs" (23.4%), indicating strong anxiety regarding the validity of investment decisions.

On the other hand, for those responsible for trade show operations, the most common concern was "not being able to judge if it is optimal compared to other trade shows" (26.3%), highlighting anxiety regarding the accuracy of the selection process itself.

Furthermore, among those partially involved in on-site operations and sales/marketing, the most common concern was "anxiety about whether I can explain the results after the exhibition" (27.5%), bringing to light the challenge of accountability post-exhibition.

These results show that challenges in trade show participation are not uniform; rather, individuals must make judgments and decisions while struggling under different circumstances and responsibilities depending on their role.

Tenjiro is currently recruiting beta monitor companies. We are offering a free, complete version of the trade show fact-finding report (including all questions and detailed analysis). -Limited to companies considering or currently participating in trade shows- ▶ Apply for the monitor program here

Survey Result 2

The closer the position to decision-making, the stronger the recognition of the importance of third-party information

"Importance of third-party information" by role of stakeholders

Regarding the importance of third-party information, 75.4% of budget decision-makers and 86.0% of operational managers answered that it is "important" or "somewhat important."

In particular, among operational managers, the total of "very important" and "somewhat important" reached 86.0%, suggesting an increasing reliance on external information to improve the accuracy of comparison and selection.

From these results, it can be inferred that there is a belief that decisions on whether to participate in a trade show should not be completed using only internal company information, but rather by using information that includes third-party perspectives.

Survey Result 3

What is needed is "comparable information" and "actual visitor data"

"Information needed to facilitate decision-making" by role of stakeholders

As for information needed to facilitate decision-making, "detailed data on visitor attributes" was cited as a top priority regardless of role.

Additionally, "objective data that is easy to compare" (32.5%) for budget decision-makers, "detailed data on visitor attributes" (43.9%) for operational managers, and "reference indicators for ROI/ROAS" (24.2%) for those involved in on-site operations were ranked highly.

These results reveal that companies are not looking for mere trade show information, but rather:

・ Quality and attributes of visitors

・ Comparability with other trade shows

・ Track records and results of other companies

...information that can be directly utilized for decision-making.

Considerations on Survey Results

It is not that they "cannot judge," but that "comparable materials are lacking"

What has emerged from this survey is the reality that companies are not failing to make decisions, but are judging trade show participation based on limited information while harboring different anxieties depending on their role.

Budget decision-makers are anxious about the validity of investment decisions, operational managers about the accuracy of comparison and selection, and on-site staff about explaining results, with each seeking different information.

On the other hand, what they have in common is a strong need for external benchmarks, such as visitor attributes, comparable data, and case studies of similar companies.

In other words, the essential challenge in decision-making for trade show participation is not that information does not exist, but that there is a lack of decision-making materials that are comparable and organized in a way that can withstand internal explanation.

The challenges that have been considered "natural to struggle with" in trade show participation may not be problems dependent on individual experience or intuition, but rather structurally occurring decision-making challenges.

Against the backdrop of such structural challenges, the need for a data infrastructure to support decision-making is increasing.

About Tenjiro

"Tenjiro" supports the decision-making of trade show stakeholders with different roles using objective data

"Tenjiro," provided by Y’s Assist Inc., is being developed as a data platform that supports everything from "pre-exhibition comparison, selection, and decision-making" to "post-exhibition result verification" for B2B trade shows.

As revealed in this survey, there are different judgment criteria, anxieties, and concerns for each role in trade show participation.

Based on the premise of these differences, Tenjiro aims to realize decision-making that does not rely on subjective judgment through:

・ Providing comparable trade show data

・ Visualizing exhibition case studies of similar companies

・ Developing indicators that can be utilized for decision-making

[Information on Tenjiro Beta Version Monitor Recruitment]

Providing the complete version of this survey report for free, exclusively to monitor companies

Tenjiro is currently recruiting beta monitor companies [on a first-come, first-served basis].

Monitor companies will receive the following benefits for free:

・ The complete version of this survey report (including all questions and detailed analysis)

・ Provision of information that can be used for trade show comparison, selection, and improvement considerations

・ Advance access to the trade show ROI diagnostic function

*The complete version of this survey report (including all questions and detailed analysis) is disclosed only to monitor companies. *This offer is limited to companies considering or currently participating in trade shows.

▶︎ Apply for the monitor program here

▪️Survey Overview

Survey Name: Fact-Finding Survey on B2B Trade Show Participation and Operation 2026 (Second Edition)

Survey Method: Internet Survey (Freeasy)

Survey Period: March 2026

Survey Target: Business professionals with experience in participating in or operating B2B trade shows

Valid Responses: 295 people (*Cross-analysis by role was conducted on 254 people)

Survey Organizer: Y’s Assist Inc.

*This survey was conducted only on subjects who answered in the previous survey that they "have experience in participating in or operating B2B trade shows."