The Challenge

ICHF Ltd wanted to profile visitors to their Craft Hobby & Stitch International Trade Show at the NEC Birmingham, so as to get a feel for the overall UK craft industry profile.

To help with this, DJS Research Ltd was commissioned to undertake a quantitative face-to-face survey with visitors from the show.

The Approach

Over 400 face to face interviews were conducted with visitors over the three days of the show. 

Visitors were randomly approached by trained market research interviewers and interviews lasted on average 15 minutes.

As a thank you for taking part, respondents were offered a copy of the research findings.

The Results

DJS Research Ltd spoke to a wide variety of visitors.

Most were independent retailers with one store, whilst a small minority were manufacturers and internet businesses.

Some were new businesses and others were more established.

Half had more than 100 customers visiting their store(s) per week whilst others were smaller, with 100 or less visiting each week.

Card making, papercraft, scrap booking, needlecraft, haberdashery products and art materials are key creative products within the market place.

Less than half trade over the internet, with manufacturers being most likely to and independent retailers least likely.

DJS provided ICHF with a comprehensive overview of visitors to the show, to enable them to target the correct profile for future shows and maximise sales potential.

Testimonial

"We were really pleased with the research undertaken by DJS for our trade show Craft, Hobby + Stitch International at the NEC, Birmingham. The team at DJS understood exactly what we wanted to get out of the project and it was carried out with total professionalism and courtesy, making show visitors happy to part with information because of the manner it was conducted. I will be very happy to use DJS again for any research projects that come up".

Head of Marketing for ICHF Events