Drapeau, who has conducted market research for the trade media sector for a dozen years, will oversee CEIR research projects that had previously been handled in large part by contractors.
CEIR Chairperson Carrie Freeman Parsons said the new position would cut costs and at the same time expand CEIR’s research capacity. “Having this type of in-house capability also provides an opportunity for CEIR to provide custom research services to companies seeking business intelligence on their exhibitions and events,” she said.
While in private practice, Drapeau conducted research for event organizers and other clients that assisted them with brand positioning, attendee marketing and the assessment of potential launches. Her past work for CEIR included the reports The Power of Exhibitions in the 21st Century and Analyzing How Exhibits Fit in the Overall Marketing Budget.
For 10 years, she managed the market research function at Diversified Business Communications. She has executed more than one hundred standard visitor/exhibitor research studies, numerous strategic research initiatives, and dozens of multilingual studies for product groups and senior management. She has managed market research studies for the company’s U.S.-based, Argentine-based and UK-based events and publications.
She holds Professional Research Certification (PRC) with the national Marketing Research Association in quantitative research and is a Nielsen/Burke Institute trained focus group moderator.