How to know whether the event was successful? Find out what goals are achieved? Or how to identify mistakes, reasons for dissatisfaction of the participants? Obviously, personal experience and professional insight of the event manager are not enough here. Therefore, experts use the most appropriate tools – surveys. With their help, you can identify the strengths and weaknesses of the event, learn about the wishes of the participants and draw the conclusions for themselves for the future.
By conducting surveys before and after the event, the organizing team can collect the most important opinions of interested participants. Moreover, not only positive but also negative reviews are important. The latter does not bring joy, but provide valuable information for the optimization of the marketing strategy and improvement of the quality of future events. The information from the surveys can be compared with the KPIs of the event, having received specific data on effectiveness.
Event surveys: what and how to ask?
In most cases, modern event surveys are electronic questionnaires that the organizers send to participants before the event, during or after it. Depending on the goals of the event, you can survey not only the participants but also the sponsors, volunteers, VIP-guests, members of the organizing team. Surveys after the event are a tradition. But useful data can be obtained before the event, as well as during the event. Received answers give an idea of how the participants feel, allow you to make improvements or changes in time.
Types of questions in the questionnaires
There are several variants of questions with the help of which the organizers of the event can receive the necessary information:
- Net Promoter® Score questions or customer loyalty score (NPS). They suggest several variants of answers, with the possibility of evaluating the element on a digital scale. Based on the data obtained, the NPS indicator is determined;
- yes-no questions – binary, which need to be answered on the basis of conditional logic;
- open questions – the answers to them require time from the respondents, and the mass analysis of the answers is quite complicated. But this is the most valuable information and the highest quality feedback.
20 examples of questions put to the event participants.
Questions for the participants:
- Evaluate how satisfied you are with the event?
Question type: NPS.A simple question that serves as a “starting point” before the next questions in the questionnaire. Answers give a general idea of the level of organization of the event.
- What did you like most?Type: open.
Analysis of the answers will help to prioritize the organization of the following events.
- What did you not like?Type: open.
It is not simple. It is unlikely that someone would like to get familiar with negative information about their work. However, this question demonstrates to the audience: that any opinion is important. It also shows that the organizers are ready to take into account all the shortcomings in the preparation of the next event.
- Will you be participating in our future events?Type: NPS.
The question demonstrates the level of enthusiasm with which participants treat the event. By comparing the positive response rate with the actual number of participants, objective data can be obtained. Plans are changing, but if most of the participants expressed a desire to come again – this is a positive trend.
- What is the likelihood that you will tell colleagues/friends about this event?Type: NPS
Each recommendation is an opportunity to increase the number of participants in the next event. This is why it is important to keep track of this indicator. In some cases, you may not include the question in the questionnaire, but give participants the opportunity to share referral links and special offers, tracking the response statistics on them.
- Why did you decide to attend the event and what would you like to learn?Type: open.
Obviously, this question should be asked before the event in order to make the necessary adjustments and give the participants what they want.
- What did you like most about this day?Type: open.
The question is suitable for multi-day events. Sometimes the answers help make adjustments to the plan for the next days.
- Show how satisfied you are with these aspects:
- date of the event;
- technical equipment;
- program of the event.Type: NPS.
As sub-paragraphs for evaluation, you can specify any relevant factors. This will help to control the subtleties of the organization and even get the basis for planning the next events.
Questions for volunteers
- Rate the level of organization.
Type: NPS.A response rate will demonstrate whether an update in the team and organization approaches is needed.
- Would you recommend this event as a promising opportunity for volunteer work?Type: “yes-no”.
Volunteers are the basis of the organization of the event. It is important to know if they have enough of the expected experience and working conditions. This will help create the conditions for staffing the volunteer team in the future. After all, there are always not enough volunteers.
- Are you interested in future cooperation?Type: yes or no.
If the rate of positive answers is high, the organizers can be proud. It is important to make a list of all those who agreed to continue working.
Questions for sponsors and partners
- Share your thoughts on the event.Type: open.The question will show how much the organizers value the opinions of partners.
- Has the event met your expectations? Why?
Type: yes-no, open.The obvious goal of the sponsor is to increase brand awareness. But one does not need to rely on such categorical notions. It is better to let partners tell about their impressions in person.
- Will we see you at the next event?
Type: yes or no.This question is a kind of “pulse check”: does the event really give partners and sponsors the desired result.
Questions for speakers and VIP-participants
- How would you rate the location and technical equipment in terms of achieving your goals?
Type: NPS.Conditions are important for the speakers: the effectiveness of their performances depends on them. Their opinion about the choice of a platform for technical equipment is the most important.
- Is there something you would like to simplify or make more convenient?
Type: open.The issue is important in relation to VIP: by creating the basis to meet their needs, you can to ensure the presence of top participants at the next events.
- Do you have a colleague who would love to speak at the next event?Type: yes or no.
In most cases, speakers are representatives of professional communities. They are surrounded by experts and can recommend someone for future events.
Questions for customer representatives
If the event was organized by the marketing department of the company, a survey can be conducted among the organizers and top management.
- Do you think the goals of the event have been achieved?
Type: yes or no.Such questions are often ignored, well, they shouldn’t have been. Surveying the customer company employees involved in the organization process, you can get a general idea.
- Will the event affect the achievement of your business goals?
Type: yes or no.The answers will help to make sure if the event organization strategy is correctly represented and whether it is related to the customer’s business strategy.
- Are you satisfied with the results of the event?
Type: yes or no.The answers will give an understanding of how the event can enhance the customer’s reputation and business performance indicators.
Why are surveys helpful?
The survey allows you to find out if the event was successful. It demonstrates the strengths and weaknesses of the event. It provides the basis for working on mistakes.
Feedback – positive and negative – is always valuable. Each participant of the event: from a volunteer to a guest or a speaker, can give valuable information to the organizers and share personal experience. People are ready to tell you a lot if you only ask them. This is a chance to make the next event even more successful.
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