Industry overview
What is shaping defence
Defence organisations work with suppliers, veterans and the public on sensitive topics. Every engagement in this sector is handled under strict confidentiality and clearance requirements.
- Indigenous manufacturing is building a new supplier base
- Veteran welfare and resettlement need better evidence
- Public perception supports recruitment
Client background
An exhibition organiser in the Gulf, working in United Arab Emirates & Saudi Arabia. Client identity is withheld to protect confidentiality.
- Organisation
- An exhibition organiser in the Gulf
- Sector
- Defence
- Team engaged
- Market Research
- Services
- Quantitative research, Offline data collection, Reporting & insights
Client challenge
The organiser wanted to measure the value of the exhibition for exhibitors and visitors and improve the next edition.
Research objectives
- Deliver on the brief: evaluating a defence industry exhibition.
- Understand the views, needs and behaviour of exhibitors.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 4 weeks.
Target audience
The work focused on 300 exhibitors.
- exhibitors300
Audiences we typically reach in defence
Defence suppliers and MSMEsVeterans and familiesServing personnel (where permitted)Young people considering careersThe general public
Geographic coverage
Coverage: United Arab Emirates & Saudi Arabia. Markets: United Arab Emirates and Saudi Arabia.
- United Arab Emirates
- Saudi Arabia
Research methodology
A structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Exhibitor and visitor surveys
- 3Insight
We surveyed exhibitors and business visitors during and after the event about meetings, leads, logistics and overall value.
Quantitative researchOffline data collectionReporting & insights
Sampling strategy
- exhibitors
- 300
- Respondents were selected across United Arab Emirates & Saudi Arabia using quotas set in advance for each location and respondent type, so no single area or group dominated.
Data collection
- visitors
- 1,200
- Trained local-language interviewers conducted interviews in person, supervised in the field.
Data quality & validation
- Back-checks on a share of completed interviews
- Time and location checks on field interviews
- Supervisor accompaniment in the field
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
Key findings
- Exhibitors valued structured buyer-seller meetings most, while visitors wanted better scheduling.
Measuring both sides of the marketplace improved the event design.
Recommendations
- Build on the core insight: measuring both sides of the marketplace improved the event design.
- Focus effort where the evidence was strongest: exhibitors valued structured buyer-seller meetings most, while visitors wanted better scheduling.
- Re-measure after the changes to confirm the effect.
Business impact
- The organiser expanded a pre-booked meeting system.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: where can workforce programmes improve?
Client identity is withheld to protect confidentiality.