Gathering quality feedback and actionable insights are vital especially if you are evaluating or needing insights to help organise an event. Feedback and derived insights are one of the most efficient and flexible methods of learning about the needs and expectations your target market. Survey results from a current or past events can help you formulate future strategies and create a marketing plan that guarantees the success of your events.
The following are some essential tips for conducting your event surveys to ensure and maximise your results:
Make it Engaging and Interesting
Using the right fonts and formatting, adding photos or images and even event videos can result in a simple yet an interesting event survey for your attendees (respondents). An attractive survey will encourage more people to complete the questionnaire. However, keep the fancy graphics and ‘creative’ fonts to a minimum because it will take away their attention from the purpose of the questionnaire.
Offer Rewards or Incentives
Offering rewards and incentives increases the chances of respondents taking your event survey. Small things like offering prizes to complete the survey within a specified period is a powerful motivator for increasing survey response rates. You could also consider announcing 10% off on your event tickets for respondents who complete the post-event survey. A relevant and valued reward can also help fill the pipeline to get more attendees to your next event! Provide an incentive to take the survey, but make it tangible and something that will appeal to the target audience.
Keep the Survey Relevant
Avoid wasting the respondent’s time by keeping your event survey relevant. You also don’t want to overload your respondents with information or use it as an opportunity to sell your next event – that should come later. To achieve high relevance, you need to be able to profile your respondents accurately and structure your questionnaires to appeal to them within the context of the event. If a question is not relevant and tries to include the details of another subject, then do not include it.
Target the Right Audience
One of the biggest mistakes you can make when starting event survey is trying to appeal to everyone. Before sending out the surveys or questionnaires, you must find out if the respondents you have chosen are the right audience to help you answer your questions. The purpose of a survey is to present accurate and relevant facts but also to be able to assign those facts to a particular group of people. Accurate survey attribution is achieved by ensuring that the respondent demographics or business information is collected as part of the survey response. By thinking about how you target the audience and want to dissect the data will help you focus on creating a survey which can be useful and actionable. Getting the right people to complete your event surveys will save you time and money.
Limit the Number of Questionnaires
A long event surveys with too many questions to be answered is extremely unimpressive for the respondents. As soon as your respondents see that your survey contains too many questions, they are put off immediately. Limit the number of questions so that respondents will complete the survey. You also need to include the right number of survey questions to get the information you need and for it to be useful. If unsure it is always wise to get an expert to help you structure your survey the right way. Try to stay away from pre-built templates as they are only designed to give you a general overview, but you may need to dive deeper to find out what works and what does not.
Ask the Right Questions
The key to a successful event survey is asking the right questions. A poorly designed questionnaire will lead to an irrelevant data. Poor question design is particularly a problem if you decide to take a pre-existing template approach to your survey design. A well-structured survey questionnaire built on your specific needs, coupled with the correctly structured questions, will enable your respondents to answer truthfully to questions that capture relevant data.
Focus on Actionable Data Results
You need to gather results that you can use. All too often a survey is copied or used from the internet, and it is no surprise that the results which eventuate do not provide the insights needed. Questions need to be structured in a way which builds the story around the feedback given by the respondent. A superior survey means designing one question leading into the next, so the insights grow as the respondents complete. Surveys should be treated like a valuable customer communication, that is, it is not just ticking a box in a long list of pre and post even activities. It requires thoughtful consideration to ensure the data is robust enough to make future decisions. Transform your gathered information into actionable insights by properly structuring the questions that you ask in an event survey.
Need Help with Your Event Survey Creation?
At 24Surveys, we have the tools you need to create and conduct an event planning survey that will give you the data and insights you need. We can help you set up and structure your event surveys and even manage the whole project for you if you don’t want to do any of the research yourself.