High Point Market Authority Launches Research Project

Furniture World Magazine

The High Point Market Authority has selected Exhibit Surveys, Inc. to conduct an in-depth industry research study to assess, analyze and quantify the landscape for the High Point Furniture Market. The goal of the project, currently underway, is to identify factors to enhance the value of attending the Market, and define buyers’ habits, interests, and purchase plans. According to Brian D. Casey, president, the Market Authority was searching for a market research company with the expertise to understand the High Point Market, identify research objectives and develop a process to measure the value of the Market and marketing activities. “Our overall goal was to develop a research solution that will provide feedback to assist in developing future plans and identify changes the attendees/retailers would like to see, from educational content to the products exhibited to the Market schedule,” Casey reports. “We look forward to working with Exhibit Surveys and receiving sound data to enhance the attendee and retailer experience so the Market remains a ‘must-attend’ marketplace well into the future. I urge retailers who have not already done so to take the time to participate in the survey process. The input and opinions the Market’s retail attendees are of paramount importance.” “The results from High Point’s Attendee Survey will empower the Market Authority by providing statistically reliable information for sound decision-making,” relates Skip Cox, chief executive of Exhibit Surveys. “We value the opportunity to work in this industry, gain a better understanding of their current challenges and determine how our research solutions can best meet their specific needs.” In choosing Exhibit Surveys, the High Point Marketing Authority joins a long list of other event organizers and companies that retain the firm for market research and measurement solutions. Indeed, Exhibit Surveys, Inc.’s research staff has conducted primary research on more than 3,000 exhibitions and events and more than 10,000 individual exhibits in all major segments of commerce on six continents. About the High Point Market Authority: The High Point Market Authority is the official sponsor of the High Point Market: The World’s Home for Home Furnishings. Featuring more than 2600 exhibitors and attracting tens of thousands of visitors from more than 110 countries, the High Point Market is the driving force of the home furnishings industry.