What trade show attendees really want

Ever really think about what a person walking into your trade show space wants?  I found this article interesting because as exhibitors we’re often focused on a new product, graphic or booth layout but do we really think about what the attendee wants or what WE want the attendee to want?

http://www.tsnn.com/news-blogs/center-exhibition-industry-research-releases-report-how-attendees-want-interact-showfloor