Why as an organiser you need surveys and how to do it right

We do not expect you to go out there knocking on people’s doors and ask if they have a spare minute to converse, but we do think that the experiences and opinions of your fans and knowing them can help you out in the long run. One way to do that is with the help of surveys: before and after an event. The reasons why it shouldn’t be a one off thing we will explain along the way as well as help you choose the right questions!

So the event has taken place and your visitors and partygoers are going back home with some great memories. It is for you, as organiser, important to find out about their experiences, right? You go ahead and make a post-event survey about it just like every other organiser and wait for the feedback to get back into your hands after which you can analyse it and *hopefully* you are going to have enough of feedback to improve for the next year’s edition. If you do that, you will have solely 1 moment at which you take your measurements.

Will this 1 moment provide you with findings needed for your ticket sales strategy for the next 9 months or so? It won’t. 
You can’t expect a “one-off” collection of data to be 100% accurate and you might be missing out on crucial insights. Most importantly: how can you assure that the ‘1 moment findings’ actually account for the whole experience of your visitors and that they feel like you’re doing something with the feedback they have provided you? How do you embrace all of the gathered data and intertwine it within your organisation?

It is impossible.

Now imagine if you would actually do it more than once? Like… Before the event?

Feedback around an event should never be gathered at just one moment. It should be part of your content strategy year-round. After all, the event only exists for 1 or 2 days, but your content is there year-round to assure your fans are not going somewhere else and that they feel engaged.

So why are you not asking them what they think of the announced line-up? Why don’t you ask them what they think of the ticket price after they bought a ticket? Why not ask with whom they are coming or which artist they are looking forward to the most?

If you know all of this months before the event takes place you get findings that actually help you with your event marketing and projects every step along the way. And your fans/visitors feel engaged. Hell, this data can even help you increase grip on your ticket sales strategy and marketing activities. For example, if you know that a specific group of people is mostly looking forward to Artist X, why not adjust your Facebook banners when you’re targeting this group?

With so many questions to ask it’s not always clear which type of question will yield the type of response you want. Luckily, we have a few tips that may help you choose the right one for you!

Use Open-ended questions

Short text option that allows you to determine the max. character count
  • If you want people to answer in their own words. However, do not forget that analysing such data will be a lengthy process. Are you ready for that?

Use Closed-ended questions

Multiple answer multiple-choice question
  • If you want to produce graphs and charts out of collected data. However, there are a few that you may consider:
  • Multiple answer multiple–choice question
  • Or the one that still allows people to answer in their own words — Multiple Choice with a possibility to choose “Other (Please specify)” answer option.
  • Or the simplest — Single answer multiple-choice question, Yes/No questions, and a Dropdown question!

Use Rating question

Rating option
  • If you want to know the level of how much people agree or disagree with your statement or show their level of satisfaction in relation to pretty much anything from price to location.

There are a few more options that you can chose at Hugo.Events, for example you could make a mix of all of them and put them into Grouped Questions, or use “Date” and “Numbers”. We’re all about getting the right data that you need!

Example of date question

You might also wonder why would people fill them in?

Well, one of the reasons is that they always have something to say, but also, the same reason as to why they want to go to your event — they relate to it, it is their break from a normal life and knowing that they can have an input — is crucial. Based on their reactions — it is your decision to stomp around in circles or take it for the turn.

Curious how to retrieve feedback at different points in time and via different channels? Get in touch with us and we’ll be glad to tell you!


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