Sometimes it’s not the conference, but who’s there that makes all the difference. IBM wanted to know what North American and European C-level executives were thinking when their “red carpet” invitations arrived and what changes they might want to make.

IBM wished to understand the decision-making process of C-level executives when invited to attend “red carpet” conferences they sponsored.

GPJ hired Beresford Research and we partnered with Stingray Research in the UK to conduct a series of interviews with CEO and other C-level executives across North America and Europe. Our goal was to understand the key issues for these executives relative to which conferences they choose to attend. These interviews were followed by printed and Web-based surveys sent to several thousand C-level executives in a half dozen languages.

Using advanced statistical techniques, we analyzed the survey data and developed specific recommendations to improve IBM’s international executive conference offerings.