HPvD - Yes; noting that the event had attracted a certain target market, by the very nature of the genre, I took the time to engage with those attending and asked them open ended questions about how they had heard about the event, the location, duration etc.
From these answers, I will attend another book signing, dealing with another genre and compare the answers.
From my marketing days, I am interested in product segmentation.
As a sample of one, I found the setting more intimate when compared with say, in a large book store.
The event was also organised by our local library services and it will also be interesting to compare that to what an agent puts on?
My feelings are that a cheese & wine occasion might better serve the relaxed mood than tea & coffee; but that just me; wine tasting and an good author? No contest!