How to Create an Effective Event Survey?

A research survey is a set of questions directed at event participants, enabling organizers to collect feedback on various aspects of conferences, trade fairs, training sessions, or other industry meetings. Surveys can take different forms – from paper questionnaires and telephone surveys to digital forms available online.

With surveys, organizers can:

• assess participant satisfaction levels,
• gather suggestions for event improvements,
• identify the most valuable program elements,
• pinpoint areas that need enhancement,
• better tailor future editions of the event to audience expectations.

Creating a good survey requires a clear definition of research objectives, selecting appropriate questions, and designing a readable and engaging format. Below are key steps to consider.

1. Define the Research Objective

Before drafting your questions, determine what information you want to obtain. The research goal should be clear and specific, such as "Assessing participant satisfaction with the conference" or "Understanding preferences regarding online and offline event formats." A well-defined goal will help analyze results later and avoid unnecessary questions.

2. Identify the Target Audience

Your respondents are event participants, but you should consider whether to target the entire audience or specific groups (e.g., speakers, sponsors, VIP guests). Comparing feedback from different attendee segments can provide a more comprehensive view.

3. Crafting the Questions

Questions should be:

• Clear – avoid complex phrasing and industry jargon.
• Concise and specific – lengthy questions may discourage responses.
• Neutral – avoid leading questions, e.g., instead of "Do you think our event was exceptional?" use "How would you rate the organization of the event?"
• Diverse – using different types of questions (closed-ended, open-ended, rating scales) provides a more complete picture.

Example question types:

• Closed-ended questions (e.g., "Would you participate in the next edition of this event?" – Yes/No)
• Open-ended questions (e.g., "What did you like most about the event?")
• Rating scales (e.g., "How would you rate the quality of the presentations?" – scale from 1 to 5)

4. Structuring the Survey

A well-designed survey should be logically structured. It’s advisable to divide it into thematic sections, starting with general questions and moving towards more specific ones. Key guidelines:

• Begin with engaging questions to encourage participation.
• Place more complex questions in the middle section.
• Conclude with demographic questions, if necessary.

5. Testing the Survey

Before launching the survey, test it on a small group of people to ensure that questions are clear and do not cause confusion. Testing also helps verify whether the survey is too lengthy and whether respondents find its format convenient.

6. Survey Distribution

The distribution method depends on the nature of the event and the target audience. Various channels can be used, such as:

• a follow-up email thanking participants for attending and inviting them to complete the survey,
• social media,
• the event website.

The survey can also be included in the event registration form.

7. Data Analysis and Implementation of Findings

Collected data should be analyzed for trends, correlations, and key insights. Statistical analysis tools such as spreadsheets or specialized software can be helpful. After analysis, organizers should take concrete actions, such as adjusting future events to participant preferences.