Secret shopping conferences and trade shows is something we do regularly. We don't call it secret shopping. At the end of the day, it's an apt description, as we're immersing ourselves in the attendee (buyer's) experience. We're evaluating every component through the attendee's lens to assess what's working, what needs to be tweaked, and what needs to be 86'ed. One week, we'll be at a medical conference, surrounded by doctors as we watch live stream of surgery being performed halfway across … [Read more...]