MPI sets aside funds for sector research

Meeting Professionals International (MPI) is putting $185,000 (£116,000) into three research projects for the industry. In conjunction with event marketing firm George P Johnson, it will launch the second annual analysis into the global state of the industry. The aim of the research is to reveal how events fit into a company’s overall marketing mix and to boost the perceived value of meetings and events. Results for the UK market are expected this summer. The other projects include a study into return on investment and one into attrition issues. Didier Scaillet, director of European operations and global development at MPI said the ROI project, would look into ways of measuring previously unquantifiable objectives such as networking and knowledge acquisition. He added that attrition issues are hitting members in both Europe and North America. “It’s not just about cancellation clauses, but about the downsizing of meetings,” he said. “In our Future Watch survey, 32% of respondents stressed cancellation was the key issue for 2003. Hopefully, we can identify solutions which benefit planners and suppliers.”

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