Corporate Event Planner - Psychographic Profile

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Corporate Event Planner - Psychographic Profile

Canadian individuals who rent party supplies such as tents, chairs, portapotties, etc. for large corporate events (i.e. event/conference/meeting planners) are typically women who make a salary around $50,000 per year. They are commonly employed by businesses, educational institutions, professional organizations, and by companies in the fields of art/entertainment, educational services, science/tech/professional services, and administrative services.

The majority of people working in this field are between the ages of 25 and 54. The majority have a bachelor's degree or some other type of college diploma, and seem to have a positive view of wealth as over 40% control their own money and make financial decisions for household concerning investments and assets. The majority are married or living in an equivalent domestic situation, and they are likely to have children. Outside of work, such individuals spent time caring for loved ones, doing housework, and spending time on personal care and leisure activities such as sports, watching TV, listening to music, and shopping. A deep dive of these findings has been provided below.

Salary

  • Average salary in Canada: $50,182.
  • Average salary in the U.S.: $49,614.

Areas of employment

Canada:
  • Commonly employed by tourism associations, professional organizations, convention and conference centers, governments, event planning companies, or may be self-employed.
  • Industries that typically employ such people are arts and entertainment, educational services, science/tech/professional services, administrative and support industries, and others.
  • Common titles for people a person working in a such a role would be a conference/meeting/event planner. They may also be called an organizer or coordinator. Related job roles are employment officers, administrative personnel, executive assistants, HR officers, property administrators, and purchasing agents.
United States:
  • Such a person is likely to work for companies in the college and university arena, as well as in the fields of business, finance, and computer systems design. The healthcare, science and tech industries also employ meeting/convention/event planners.
  • They also commonly work in the food service industry, travel and hospitality industry, civic/social industries, and in administrative roles.
  • These types of individuals are least likely to be found in the fields of retail, manufacturing, wholesale trades, public administration, and transportation industries.

Sex

Canada:
  • Among meeting/conference/event planners 77% are female, and 24% are male.
United States:
  • Among all meeting, convention and event planners, 78.4% are female., as of 2017.

Age

Canada:
  • Ages 15-24: 16%
  • Ages 25-34: 34%
  • Ages 35-44: 20%
  • Ages 45-54: 18%
  • Ages 55-64: 10%
  • Ages 65-74: 2%
United States:
  • Average age: 37.5
  • The average age of females in this field is 37.9, while the average age of males is 36.3.

Education

Canada:
  • Higher educational degree, typically related to business, tourism, hospitality, or administration.
  • Such an individual generally has education and skills surrounding communication, planning, organization, collaboration, research, problem solving, computer skills, creative skills, event planning and budgeting, scheduling, project management, event management, sales, fundraising, administrative support, social media, and staff management.
  • In Canada, 37% of meeting/conference/event planners have a bachelor's degree, and 28% of non-university certificate or diploma.
United States:

Views on wealth

  • According to a survey conducted by HSBC Bank Canada, 50% of Canadian women of working age worry about their finances, specifically in regard to medical expenses and retirement; 44% also worry about paying for basic necessities once they are retired.
  • According to the Angus Reid Institute, one-third of Canadians feel stressed about money often or all the time, and one-quarter are having trouble making ends meet.
  • In regard to wealth management, Canadian women value financial security more than prosperity, want a wealth management plan that reflects their personal values, want to generate a stable income stream, and value socially responsible investments.
  • Only 62% of high-net-worth women feel financially secure, and many report that they feel they are "less prepared and not as well-educated about investments and other financial issues as men."
  • In Canada, survey data shows that women are in control in a significant share of wealth, have been working for most of their lives, and have control over financial decisions being made in their households, including investment decisions and decisions regarding assets, and 41% say they have total control over their money.

Family structure

Interests

  • Among women in Canada, 19% participate in sports.
  • Millennial and gen X women in Canada spend time on housework, and 62.3% spend time care giving for a child and/or other family member for friend. They also set aside personal time each day for leisure activities.
  • Overall, women in Canada between the ages of 25 and 64 typically spend time across the following types of activities: personal care, eating/drinking, traveling, shopping, socializing, participating in civic/religious/organizational activities, arts and hobbies, watching TV or videos, reading/listening to music, sleeping/resting/relaxing, and using technology.
  • In alignment with the insights above, when it comes to Canadians as whole, 60% say they spend their leisure time browsing social media and websites, 56% say they watch TV and movies, 51% say they listen to music, 47% say they cook, and 40% say they spend their leisure time with family. Additionally, 24% engage in some type of reading across print books, ebooks, and audiobooks. On a weekly basis, 35% of Canadians say they go shopping, 26% dine-out, and 20% work out/exercise.

Research strategy

To conduct this research, we first determined that a person who might rend party supplies such as tents, chairs, portapotties, etc. for a large corporate event would commonly be known as an event/conference/meeting planner (or coordinator or organizer). Therefore, to understand the basic demographics of people in such a role (i.e. age, sex, income, education, etc.), we analyzed survey and government data regarding individuals in such job roles. This research approach provided data that analyzed both the U.S. and Canadian cohorts specifically, and therefore we provided a breakdown of each for a comprehensive perspective.

When analyzing the psychographic aspects of this request (i.e. wealth perspectives, family structure, and interests), data regarding event/meeting/conference planners was not found to be publicly available after extensive research across government websites, surveys, industry reports, and trusted media articles. Overall, it appears this data is lacking due to the specific nature of this topic. Despite this lack of data, we were able to triangulate an analysis of these psychographics by isolating the key demographic factors of individuals who work in this field: based on the insights above, the typical/most common persona for a person who might rent party supplies and utilities for a large corporate event (i.e. an event/meeting/conference planner) in Canada or the United States would be a female is a part of the millennial or generation X cohort (millennials are ages 23-38 in 2019; gen Xers are ages 39-54).

Therefore, we analyzed the psychographic aspects of this request from this perspective. While conducting an even deeper analysis of these psychographics might be possible (such as analyzing them from the middle-class or educational perspectives) doing so would be out of scope for a single Wonder request. Overall we have been able to provide a demographic/psychographic analysis of individuals who might rent party supplies such as tents, chairs, portapotties, etc. for a large corporate event.

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