Do you often perform detailed research on the types of people who attend your event. I not just refering to a major sporting event, but even smaller more personal events, private hosting events, open houses?

It seems as if one of the biggest challenges that sponsors have is validating their efforts. Is research the sole solution? And does the research need to be detailed and methodical? 

I’m always telling my clients that they need to conduct research, but it isn’t always necessary to spend a lot of money doing so.  In fact, given the on-line tools and social marketing movement, there are so many more options to use to help track success.

I would love to hear how companies are using cost efficient ways to track their success.