Imagine this: You’ve been planning an event for the past two months. Your team members have worked day and night to ensure that its execution takes place exactly the way you envisaged. And now that it finally concludes, you plan to host a similar event in future, considering the good response this time.
But, will you get to see the same level of participation in the next event?
The key point to remember is the success of an event is not only determined by a great turnout. You need to consider whether the event participants enjoyed it or not. That’s where post-event surveys come into the picture.
Getting feedback for an event is essential and a survey helps you capture that well. However, assuming you’ll get responses from all attendees at the same time is not true in all the cases. A study suggests that survey response rates are directly correlated to the survey length or duration. On an average, you can notice a drop of 17% in response rates if there are more than 12 questions or survey takes more than 5 minutes to complete.
To avoid such a drop in response rates, you need to focus on these key issues:
- What are the types of questions you can ask in your post-event survey form?
- Which media should be used to broadcast the survey among the event attendees?
- How to ensure higher response rate for your survey?
- When to promote these surveys and how to monitor their results?
If you are able answer these questions, you can surely:
- Improve response rates
- Obtain quick feedback
- Improve your upcoming events by implementing the participant feedback
So, let’s answer each of these questions in detail:
What are the types of questions you can ask in your post-event survey form?
I’d say, focus on those questions that help you to get quantitative insights and formulate a 10-second survey. So, the type of questions you can use in your post-event survey form can include:
- Dichotomous or two-point questions - These questions can have only two possible answers such as yes/no, satisfied/unsatisfied, true/false, or agree/disagree. Such survey questions can help you understand the experience of the respondents and their opinion.
- Scaled questions - Your respondents can choose their response from a range of values that provide detailed inputs about the event’s experience. Scaled questions can be further divided into three-point scale questions (Good, fair or poor), five-point scale or Likert scale (strongly agree, agree, undecided/neutral, disagree, strongly disagree), or seven-point scale (exceptional, excellent, very good, good, fair, poor, very poor.)
- Multiple choice questions - This option gives your respondents the liberty to choose either one or all options to explain their experience at your event.
- Net Promoter Score (NPS) question - Here, you can send one survey question among all the attendees to get a concise understanding of how satisfied they were at your event. This question option is a great way to measure satisfaction rate and brand loyalty (on the scale of 0-10). It can be followed by an open-ended question to further understand the respondent’s opinion.
Obtaining quantitative results is easy with these straightforward post-event survey questions. They help you get feedback faster from your respondents. Plus, you can measure the highs and lows of your event, scope of improvement, and what all needs to be taken care of while planning the next event.
Which media should be used to broadcast the survey among the participants?
The lesser the response rate of your survey, the more chances for it to produce biased results. To avoid such an outcome, it is important you share the survey with as many attendees as possible through various platforms.
These platforms can include options like:
- Using social media platforms will help you reach your audience faster. There are many statistics to substantiate this notion:
- 81% of millennials check their Twitter account at least once in a day.
- 22% of the world’s total population uses Facebook regularly.
- In the last quarter of 2017, 1.38 billion users were found active on Facebook every day.
So, share your online survey form either through your official Facebook or Twitter page or personally message them requesting a feedback for your event.
Sending your survey through emails is yet another way to get feedback from your event participants. In case you are unable to reach out to all your attendees through social media platforms, then emails become a fool-proof method to receive feedback easily. Your email can either consist of an NPS feedback form or the link to the online post-event survey.
Interact with your event attendees and get their valuable feedback through your mobile app. In-app surveys can help you overcome challenges like low response rates. That’s because the number of steps to complete a survey get reduced. This approach eliminates ‘leaving the app’ step for attendees and help them complete their feedback form. This approach will have a higher chance of users participating in your post-event surveys.
Event Management Software
If you use an event management software tool like Hubb, you can build your evaluation questions within the tool, then send them to attendees via email and/or push them out to your mobile app provider. Responses will be sent back to Hubb, so you can see all all your event content analytics in one place. With Hubb, you can even use this information to provide real-time recommendations to attendees.
Embed survey on your website
You can also embed the form on your website as a pop-up survey. So, the moment someone lands at your website, they will come across the pop-up survey. Those who have attended the event can easily give feedback for your survey, while others can simply browse through your website to understand your products and services.
How to ensure higher response rate for your survey?
The act of filling out a survey form gives an impression of a cumbersome activity, whether you send surveys through email or provide their online links on social media platforms. So, giving rewards to survey takers such as discounts or coupons can ensure a remarkable improvement in the response rate. If you are not a retail company, you could think of providing intangible incentives such as discounts for future events.
When to promote these surveys and how to monitor their results?
You need to get feedbacks immediately, because the memory of your event will be fresh and your attendees can picturize their experience while filling the form. Therefore, share or promote your survey in a span of 24-48 hours after the event has come to an end. This approach will also help you get more responses.
Now, monitoring feedbacks becomes much easier if you have an event survey maker in place. A survey maker software will not only help you get access to event survey templates or create one from scratch, but also allows you to send them to attendees, and easily measure quantitative results.
What’s more, you can set an expiry date for your survey. That means if you want to accumulate the results within 10 days after the event, then all you must do is set the expiry date of the form accordingly. This approach will allow you to:
- Get results faster
- Avoid the hassle of waiting endlessly to get feedback from all the attendees
- Work towards improving your future events based on the feedback received
To plan better events in future, it is essential that you consider the feedback of your attendees. Besides that, you could send across a survey that asks your sponsors or event volunteers what the highlights of the event were and what could have been improved. This method gives you the access to an internal perspective, therefore helping you work towards a better event that not only incorporates the ideas of your target audience, but also that of your sponsors and partners - which is the perfect key to making your upcoming events a success!
About the Author: Angela White is an ed-tech enthusiast with a passion for writing on the consumer market in the areas of product research and marketing using quizzes and surveys. She is an expert researcher at ProProfs, a brand that’s known for creating delightfully smart tools such as Survey Maker.