Len Gauger

CEO at Connect Space, Inc.

Published on June 30, 2018

Master Your Post-Event Survey

Every event planner knows about the countless late nights and early mornings it takes to plan and facilitate an event. Wouldn’t you want to know all that time was not wasted? To gauge whether your event was a flop or a success all you have to do is simply ask.

KISS

Keep it simple, seriously. OK I may have changed the last part of the acronym, but you get the point. People’s attention spans are only so long so keep it straightforward and concise. Attendees don’t want to fill out a dauntingly long survey regardless if they loved your event or not. Most surveys tend to have a cap at 15 questions.

And while you probably have a million questions you’d like to ask, you need to be strategic when wording and forming your questions if you really want to get responses. Once the feedback is collected, you can leverage the data to refine any future events.

Time and Due Date

Like I said, people’s attention spans are next to nothing these days. To best engage your audience, let them know upfront exactly how long it should take them. Personally, I never feel overwhelmed or annoyed when a survey states it will only take me 5 minutes to complete it. Additionally, give them a hard due date that is very noticeable so they can write it in their calendar if they can’t complete it right away.

Questions

This is pretty obviously the most important part of your survey. For the most part, surveys include both open-ended and scale/rate questions. Really take the time to think through what questions will give you the feedback you are seeking.

Open-ended

These questions call for more personal answers. It allows attendees to elaborate without missing the point of your question. Some examples are:

  • What did you like most about the event
  • How do you think this event could have been improved?

Ratings

All questions asked in this format should fit on a scale of 1–10. It can be assumed that anywhere from 4–6 is average. Ideally, you are shooting for 10's across the board, but if that was the case then you wouldn’t even need to send out a survey in the first place. Some examples are:

  • How would you rate your experience?
  • How likely are you to recommend this event?

Other/additional: It’s good to leave space for additional comments at the bottom. Like I mentioned in this blog post, it shows your attendees that you care about their personal issues. Additionally, it allows you to collect information that you had originally overlooked as unimportant.

Incentives

It may seem like offering people some sort of reward will result in your inbox being flooded with responses. In reality, incentivizing your survey take a little more thought than that which Survey Monkey explained.

Before tacking on a $500 reward to one lucky respondent, think through who your audience is and the quality of feedback you may end up getting.