It's important to start the process. A number of show managers make competitive information gathering a regular in-house priority. The rest of our competitive analysis work is generated internally by our own people. They know the industry and the people in it. Sometimes, though, even managers with an ear to the ground become bogged down by other responsibilities.
Professional researchers can offer many advantages besides timely information gathering.
Research, after all, is their business. After discussing your parameters, they'll know what to get, where to find it and how to fill in the missing pieces. If you decide you need outside help, ask industry contacts for researcher recommendations. Interview several providers, and be sure to get previous-client references. Above all, be prepared to work alongside your researchers.