Mash Media’s chairman Julian Agostini sat down with research and data events platform Explori founder and chief executive Mark Brewster to discuss research in the events industry, the post-pandemic shift in how data is used, and the company’s plans for growth.
In the first half on the interview, Brewster argued that data has become central to how events operate, particularly since the pandemic. “Data is at the crux of this business,” he said.
He pushed back against scepticism about surveys, insisting that post event research provides a balanced view of attendee sentiment. He added, “most event organisers are highly motivated to get the best data” because of the effort and financial resources invested in their events.
The second part explored how the pandemic changed exhibitor behaviour, with tradeshows now seen as a premium channel requiring more strategic investment. Brewster believes demand for in-person events will increase over the next three to five years, with tech entrepreneurs leading the charge.
He also discussed the emotional toll of running a start-up and the challenges of scaling a business. Brewster shares Explori’s plans for the future, including an exciting product announcement.
Watch the full interview here: https://www.youtube.com/watch?v=UpK5dL4f90Y
