Measuring Exhibition Visitor Experience: How Do We Set Improvement Priorities?

A visitor may leave an exhibition with a positive impression, even though they struggled to get there, to understand some of the information, or to use one of the services. That is why exhibition organisers need to understand the details of the experience as well as its overall rating.

In one project measuring the visitor experience at a specialised exhibition, Sadaa studied the visitor journey and collected and analysed visitor feedback using the Rihla platform, to identify strengths and the areas worth improving.

This case study outlines the approach and the key lessons, without disclosing detailed figures or the client's private data.

The project need: knowing where improvement should start

The goal was to understand what visitors experience across the stages of their visit, and to identify the areas that need more attention.

This covered the experience before arrival, during the visit and through to departure, and compared how visitors rated the exhibition's zones and services. This scope helped link feedback to where it occurred in the journey, and deliver findings the relevant teams could act on.

How did Sadaa deliver the service?

Understanding the visitor journey and defining measurement points

We mapped the journey stages and touchpoints that shape the visitor experience, such as planning, arrival, entry, navigation, using services and departure.

This step focused the measurement design on specific interactions, so the findings would show which stage needs review.

Collecting ratings and feedback

We gathered visitors' views on different aspects of the experience, and linked their ratings to the comments that explain them.

This made it possible to read each indicator together with its causes: the rating shows the level of satisfaction, and the comment helps explain what happened and what the visitor expected.

Analysing the results and setting priorities

We analysed the differences between touchpoints and exhibition zones, and identified the topics that call for follow-up. We then developed recommendations to help the organisation direct its improvement efforts to clearly defined parts of the experience.

How did we use the Rihla platform?

The Sadaa team used the Rihla platform in three main stages:

• Collecting responses: gathering visitors' ratings and comments on the aspects covered by the study.
• Analysing the data: analysing satisfaction levels, comments and the differences between parts of the experience.
• Presenting the results: displaying the measurement indicators in a way that makes them easy to review and to discuss improvement priorities.

The project combined Sadaa's expertise in designing measurement and interpreting results with Rihla's tools for collecting, analysing and presenting data.

What did measurement add to understanding the experience?

Revealing what an overall rating can hide

The analysis revealed variation between parts of the experience, despite the positive overall impression. This helped direct attention to specific points that need review, while preserving the aspects visitors rated positively.

Looking beyond the entrance

The study highlighted the importance of the information and guidance visitors need while planning and getting there. The exhibition experience begins before visitors enter the venue, and this stage deserves to be part of measurement and improvement.

Understanding ratings in context

The comments helped shift the discussion from the score alone to its likely causes: What was clear? Where did visitors need help? And what differed from their expectations?

These questions bring recommendations closer to the reality of the experience and make them easier to discuss with the teams responsible.

From measurement results to improvement decisions

The project gave the organisation a structured picture of its strengths and improvement opportunities, and a basis for deciding what should be reviewed first.

The value of this work lies in supporting decisions and guiding improvement priorities. Confirming that the improvements have worked requires implementing them and then re-measuring the targeted aspects with a comparable methodology.

How does Sadaa support exhibition and event organisers?

Sadaa helps organisations understand the visitor journey, design measurement tools, collect and analyse feedback, and turn the results into practical recommendations.

Voice of Customer programmes complement satisfaction measurement and journey analysis within Sadaa's customer experience services, drawing on the Rihla platform depending on the project scope.

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