Behind every successful event lies a treasure trove of insights just waiting to be uncovered. How do you access this goldmine? Simple: by asking the right questions.
Allow us to share an image, courtesy of the Irish poet, James Stephens: “We get wise by asking questions, and even if these are not answered, we get wise, for a well-packed question carries its answer on its back as a snail carries its shell.”
What follows is an appreciation of the “well-packed question,” that savvy event planners should pose to their attendees both before and after the event in order to access actionable knowledge driving their direction forward.
The Key to Meaningful Feedback
Thoughtfully crafted pre- and post-event surveys are the secret sauce to understanding attendee experiences, improving logistics, and enhancing future events.
Our team has curated the essential questions you should ask in both pre- and post-event surveys to maximize your event’s impact.
Pre-Event Surveys: Setting the Stage for Success
In the months and weeks leading up to your event, there is no shortage of details big and small to attend to. That doesn’t mean you should sleep on the pre-event survey and here’s why…
Why Pre-Event Surveys Matter
Think of pre-event surveys as your event’s GPS. They guide you in the right direction, helping you fine-tune logistics, anticipate attendee needs, and meet exhibitor expectations before the big day.
By collecting early insights, you can:
- Refine event logistics based on attendee preferences.
- Tailor content and sessions to audience interests.
- Anticipate accessibility and dietary needs for an inclusive experience.
It’s important to focus your questions based on the event stakeholder. In other words, you wouldn’t necessarily ask an attendee the same question as an exhibitor because both have different expectations of the event experience and are motivated to attend for different reasons. Tailor your questions accordingly!
Consider the questions below to help you get started…
Essential Questions for Attendees
Here, you want to have a clear picture of what your attendees expect from showing up at your event and what they hope to take away from it.
- What are your goals for attending this event?
Understanding attendee goals helps you align event offerings with their expectations. - Which sessions, topics, or speakers are most appealing to you?
This data helps optimize the event schedule for maximum engagement. - Are there specific accessibility or dietary requirements we should know?
Show your commitment to inclusivity by addressing these needs upfront. - How did you hear about this event?
Gain insights into your marketing effectiveness and identify top-performing channels.
Essential Questions for Exhibitors
These questions outline what your exhibitors are hoping to achieve by participating in your event, which should help you maneuver your efforts accordingly in order to deliver on those expectations.
- What is your primary goal for exhibiting (e.g., lead generation, brand awareness)?
This helps tailor support and promotional opportunities. - What types of attendees are you hoping to engage with?
Understanding target audiences helps with booth placement and marketing. - Are there additional sponsorship opportunities you’d like to explore?
Open the door to potential revenue streams and partnership growth.
Pro-tip for pre-event surveys
So much of this information can be captured by integrating an online event registration software and platform that streamlines the entire event registration process.
Psst… take a look at our recent blog post on Personalizing Event Registration: Elevating Attendee Experiences in a Competitive Market.
TECH TIP: Expo Logic empowers event planners to enhance online event registration and access real-time registration data that offers insights into what your attendees want from your event experience.
Don’t miss these Must-Have Features for Online Event Registration that will transform your process while providing access to invaluable information about your attendees and exhibitors.
Post-Event Surveys: Measuring Success and Gathering Insights
This is where it gets really interesting! You can think of post-event surveys like a report card. You’re going to learn quickly what went right and what went… not so right. It’s okay! Don’t think of any critical feedback as reflective of what you did wrong, but rather as opportunities for where you can improve next time.
Why Post-Event Surveys Are Critical
Post-event surveys are your roadmap for continuous improvement. They help you:
- Evaluate what worked and identify areas needing attention.
- Gauge attendee and exhibitor satisfaction to improve retention.
- Gather actionable feedback for future event planning.
Essential Questions for Attendees
So, what are your attendees saying about their event experience? What’s the buzz between them about your sessions and speakers? These questions will help you find out…
- How satisfied were you with the overall event experience?
Use a rating scale to measure satisfaction levels at a glance. - Which session or speaker did you find most valuable? Why?
Identify standout content and presenters for future events. - Was the registration and check-in process smooth?
Uncover any logistical hiccups to streamline future experiences. - Did the event meet your goals or expectations?
Directly measure how well you delivered on promises. - What could we improve for next time?
Open-ended feedback can reveal unexpected insights.
Essential Questions for Exhibitors
And your exhibitors. How likely are they to collaborate with you on future events? Find out by asking questions like the following:
- How satisfied were you with the event’s organization and support?
Evaluate the effectiveness of your exhibitor services. - Did the event meet your exhibitor goals?
Determine the ROI and effectiveness of the event from the exhibitor’s perspective. - Was the attendee traffic to your booth sufficient?
Assess event layout and marketing effectiveness. - Would you participate in future events with us? Why or why not?
Gain insights into long-term exhibitor retention potential.
Tips for Creating Effective Surveys
Taking all these questions and presenting them in a survey that your attendees and exhibitors will actually take the time to fill out is easier said than done.
However, these tips should help!
- Keep questions clear and concise. Avoid jargon and keep language simple.
- Balance question types. Mix multiple-choice, scale-based, and open-ended questions for comprehensive insights.
- Avoid survey fatigue. Keep surveys short and focused to boost completion rates.
- Include optional fields for deeper insights. Allow respondents to elaborate if they wish.
- Leverage technology. Use mobile-friendly survey tools to increase accessibility.
Learn how to Channel the Power of Registration Data to Create Effective Event Attendee Personas for Better Events.
Using Survey Data Effectively
Collecting data is just the beginning. Your job now is to turn that feedback into action! This information is the key to making your future events better than ever. In order to do that, we suggest taking the following steps…
- Analyze trends and patterns. Look for common themes to identify strengths and weaknesses.
- Prioritize actionable feedback. Focus on changes that will have the biggest impact.
- Share post-event reports. Show attendees and exhibitors that their feedback matters.
The Power of “Well-Packed” Questions
Crafting meaningful pre- and post-event surveys is more than information gathering—it’s about creating events that resonate. By asking the right questions, you can uncover insights that drive continuous improvement and enhance the attendee and exhibitor experience.
Connect with the team at Expo Logic for unparalleled support and game-changing solutions. Request your demo!
