What exhibitors need to know before live events:

Questions about badges, passes and lead retrieval were the most common concerns across exhibitor events analysed by Eventflow, according to new analysis of more than 2,000 real event questions.

Eventflow analysed 2,020 user questions from 1,676 conversations across nine UK and international events, following the launch of Eventflow AI in spring 2026. Queries about badges, passes and lead retrieval were top in every case across five exhibitor events from a range of sectors: energy/clean tech, industrial trade, automotive tech, medical/scientific, and HR/ recruitment. Depending on the event, these queries accounted for between 7% and 35% of questions*.

The findings suggest that, despite significant differences between events and their audiences, there are common points of friction across the exhibitor journey. The data also offers event teams a clearer view of what their exhibitors are actually trying to find.

Christian Skelton, co-founder at Eventflow, said: “What’s been most interesting is seeing the patterns behind the questions. These are very different events, but the same subjects keep coming up.

“Badges, passes and lead retrieval are a good example. If exhibitors repeatedly need help with the same part of the journey, that gives organisers useful evidence about where information needs to be clearer, easier to find or communicated differently.

“The AI assistant can help someone find an answer there and then, but the wider value is understanding what all of those questions tell you about the exhibitor experience.”

The data also indicates how support demand builds as an event approaches. At one industrial trade event, almost 15% of all questions were submitted in the final week before opening**, adding pressure at a point when operations teams are already focused on final event delivery.

The analysis also confirmed that almost 30% of questions were submitted outside normal office hours, providing users with a layer of support when event teams were less likely to be available.

Making existing event information easier to use:
Exhibitor questions can range from straightforward queries about badges and deadlines to detailed technical questions about venue requirements.
Eventflow AI pulls answers from information supplied for the individual event. Alongside the organiser’s own content, event teams can also make industry and venue documentation available, so that users have a single point of contact for all event queries. This approach provides a useful fallback for more technical information, without needing organisers to reproduce every detail within the main exhibitor manual.

Digging into the conversation data adds another layer of analysis, showing event teams which subjects exhibitors are trying to understand and where existing guidance may need more detail.

Where an answer can’t be provided, the user is directed to the event team instead, with unanswered queries revealing gaps in existing content, giving organisers a valuable feedback loop to continuously improve the information they provide.

For more information, visit https://www.eventflowapp.com

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