Employ "mystery attendees" to walk your show and give you a real impression of what things are like from an attendee point of view. It will give you a perspective on your event that is different from what surveys alone can provide. Get a qualitative perspective from a cross-section of your attendees and you'll be able to change your show to fit your audience. To learn more about mystery attendees, read Mystery Attendees Refocus Association Show in the September issue of EXPO Magazine.
