Market research involves the systematic collection and analysis of data on the conditions of a specific industry sector.

Companies need such data in certain market situations to further develop their products or services and to better tailor them to customer needs.

A market study also serves as a marketing tool and is often used when a company wants to assess the current landscape or evaluate market risks.

At an international trade fair, companies have the opportunity to connect with a market different from their domestic one—often governed by different rules and norms.

Understanding the dynamics, customs, culture, and modes of interaction of a foreign market is essential when deciding to expand beyond national borders.

And being physically present is certainly the best way to gain that understanding.