Why and how can you collect feedback from your attendees?

Why and how can you collect feedback from your attendees?

An event does not sim­ply end when the doors close and the par­tic­i­pants go home. After the event, the analy­sis and main­te­nance of the rela­tion­ship with your par­tic­i­pants is fun­da­men­tal, espe­cial­ly for the suc­cess of future editions.

Par­tic­i­pants are the best source of the mea­sure of suc­cess for your event and there are many ben­e­fits to col­lect­ing their feedback.
Find out why it is impor­tant to get their feed­back and how to do it.

Summary

  1. Why seek feed­back from participants?
  2. When to use which type of questionnaire?
  3. How to pre­pare for col­lect­ing pub­lic feedback?
  4. Set­ting up the feed­back form

1. Why seek feedback from participants?

At the end of your event you may think you can mea­sure its suc­cess on the basis of your own expe­ri­ence. This ini­tial analy­sis is impor­tant, but is also incomplete.

Tick­et sales, atten­dance, par­tic­i­pa­tion in the var­i­ous activ­i­ties, absence or increase in inci­dents, con­sump­tion of food and drink… All this data is fun­da­men­tal and you must analyse it. But don’t under­es­ti­mate one of the keys to the suc­cess of your event: the pub­lic’s expe­ri­ence.

Beyond mea­sur­ing the suc­cess of your event, col­lect­ing feed­back from par­tic­i­pants has very valu­able benefits:

  • You show them that their opin­ion is valu­able to you. Giv­ing your audi­ence a voice strength­ens the rela­tion­ship with your event and builds loy­al­ty.
  • Par­tic­i­pants high­light spe­cif­ic areas for improve­ment that you may not have iden­ti­fied. Their views may show you that things you thought were impor­tant but are not so much, and that things you thought were less impor­tant are high­ly val­ued. Imple­ment these sug­ges­tions in future edi­tions and you will not only improve your event, but also the rela­tion­ship with the par­tic­i­pants, who will feel heard.
  • You col­lect addi­tion­al data that will help you seg­ment and bet­ter under­stand your audi­ence.
  • Well col­lect­ed and man­aged feed­back can gen­er­ate con­tent to share on social net­works. It is always best if the audi­ence is the one to tell you how much they like your event and why. This will help you to attract new participants.

2. When to use which type of questionnaire?

To col­lect feed­back, you need a strat­e­gy: not all types of sur­vey are the same or serve the same purpose.

Sur­veys about your event can take place dur­ing or after the event. The choice of tim­ing will influ­ence the type of feed­back to be collected.

Feed­back sur­veys con­duct­ed dur­ing the event should be very short to avoid inter­rupt­ing the par­tic­i­pan­t’s expe­ri­ence — although, when used well, they can be anoth­er ele­ment of the expe­ri­ence. They are use­ful for quick­ly and quan­ti­ta­tive­ly mea­sur­ing a spe­cif­ic aspect of the event, such as the pre­sen­ta­tions or even the atten­tion paid to the audi­ence at a par­tic­u­lar time. For this pur­pose, sur­veys that are rat­ing-based or that require no more than one click are very use­ful. You need a fair­ly large num­ber of par­tic­i­pants to respond in order to draw conclusions.

When you want to col­lect feed­back on the event in gen­er­al and gath­er more detailed com­ments from par­tic­i­pants, it is advis­able to con­duct the sur­vey after the event. How­ev­er, do not give your par­tic­i­pants too much time oth­er­wise they will for­get the experience!
These sur­veys can be longer, with open ques­tions and com­ments. They take more time so par­tic­i­pa­tion rate is often low­er but each answer has great val­ue.

To encour­age par­tic­i­pa­tion in sur­veys, you can reward respon­dents with dis­counts, gifts, or enter them into a raf­fle with good prizes. Ask your­self what would per­son­al­ly moti­vate you to respond to such a survey?

3. How to prepare for collecting public feedback?

The col­lec­tion of pub­lic opin­ions must be planned. To do so con­sid­er the fol­low­ing points:

a) Collecting data

The best way to col­lect data and to be able to process it effi­cient­ly is in dig­i­tal for­mat. With most post-event sur­veys you will need to have the atten­dees’ email address­es in order to send them the link to the survey.

If you have devel­oped a good infor­ma­tion form for your event reg­is­tra­tion process, you already have valu­able data. If your tick­et­ing or reg­is­tra­tion sys­tem is also con­nect­ed to your CRM and access con­trol sys­tem then you will be able to col­lect and use data on atten­dance, num­ber of tick­ets pur­chased for this event or pre­vi­ous editions…

b) Finding a survey solution

Sur­veys to gath­er feed­back from par­tic­i­pants can take var­i­ous forms, with respons­es being pub­lic or pri­vate, in the shape of a form or a note. Find the solu­tion that best meets your needs and allows you to process the data appropriately.

Usu­al­ly you will pro­vide a link to receive feed­back. With an e‑mailing tool, you can man­age the send­ing of sur­veys to all par­tic­i­pants quick­ly and eas­i­ly. It is good prac­tice to send a thank-you email in which you also include the link to the sat­is­fac­tion sur­vey.

c) Setting goals beforehand

As Seneca said: “If a man does not know what har­bour he is mak­ing for, no wind is favourable”.

Goals, Key Per­for­mance Indi­ca­tors (KPIs) all guide your actions in a mean­ing­ful way and show whether you have achieved them or not. If you know exact­ly what you are ask­ing for feed­back on and what is most impor­tant to you, it will be much eas­i­er to design a good sur­vey and col­lect qual­i­ty feed­back. Whether the feed­back is good or bad, the impor­tant thing is that it is use­ful to you.

d) Segment participants

Cre­ate dif­fer­ent sur­veys for dif­fer­ent audi­ence segments.
For exam­ple, if you have just changed your food and bev­er­age sup­pli­er. You can :

  • Ask first-time atten­dees if they liked the food
  • Ask return­ing atten­dees if they pre­ferred the food at this event to the last.

The more detailed the data you col­lect, the more accu­rate your future cam­paigns will be.

4. Setting up the feedback form

When design­ing the feed­back ques­tion­naire, remem­ber these points:

  • Make it clear and sim­ple to com­plete the survey.
  • Keep the sur­vey as short as pos­si­ble to achieve your objectives.
  • Keep the ques­tions as con­cise and clear as possible.
  • Avoid non-essen­tial questions.
  • Alter­nate between closed and open questions.
  • Ask ques­tions about things you can do some­thing about.

Now you have the keys to gath­er­ing feed­back from your event par­tic­i­pants — don’t for­get to thank them for their coop­er­a­tion and, above all, make good use of this valu­able feedback!

Are you organ­is­ing an event ? Dis­cov­er how Weezevent can make your life eas­i­er with its con­nect­ed sys­tems of online tick­et­ing, access con­trol, email­ing, CRM and cash­less pay­ment. Don’t hes­i­tate to con­tact our coun­sel­lors to dis­cuss your needs.

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