By Explori
How satisfied were they? Will they recommend your event? Will they attend again in the future?
On average, organisers are measuring their virtual events less than their live events. This suggests organisers are missing out on a crucial opportunity to optimise attendee experience for their virtual events. Post-event surveys are one of the best ways to assess why your attendees have engaged and what they plan to do next.
Collecting post-event feedback helps you understand which of your events are achieving their objectives, and which may need strategic intervention. This is particularly important at a time where organisers are deciding which events should remain virtual and which should become hybrid.
At Explori, we have created post-event surveys for over 3,000 shows across the world. We also benchmark global attendee and exhibitor sentiment for virtual and live events. In this article we will share with you five questions we include in every virtual event survey we create.
1. Overall how satisfied are you with [eventname]?
This question allows you to directly measure attendee satisfaction and get a bird’s eye view of how the event went overall. This is a great way to gauge the success of your event. You can also use it to analyse which aspects of your event are impacting satisfaction. For example, if you include a question about attendee objectives you can run a correlation analysis to get an idea which of these objectives are driving satisfaction. This allows you to be much more targeted in how you improve your event.
2. How likely are you to recommend our event to friends or colleagues in the industry?
Net Promoter Score is an industry standard when it comes to measuring attendee experience. This allows you to measure your attendees’ likelihood to recommend your event and can be included in your post-event surveys for both virtual and hybrid events. Respondents rate their likelihood to recommend on a scale of 0-10 and are banded into groups based on their scores.
● Promoters (9-10 rating)
● Passives (7-8 rating)
● Detractors (0-6 rating)
The Net Promoter Score is then calculated by subtracting your percentage of Detractors from your percentage of Promoters.
What is a good Net Promoter Score?
Technically anything above zero suggests you have more Promoters than Detractors and is therefore a good score. The Explori platform benchmarks NPS for hybrid and virtual events globally. This allows organisers to compare the performance of their events against the industry standard and get a real sense of how their events compare to the industry benchmark.
TIP: Always follow up your Net Promoter Score question by asking respondents to explain why they have given that score. This can provide some useful insights into what is working well and what is not.
3. Considering the total investment of your time spent, how would you rate the value you received?
As event organisers we are in the business of creating value for our attendees. Asking a question about the perceived value of the event signals the usefulness of the event relative to the time cost. Our latest research found that attendees score virtual events as being better value for time than live events. Including this question in your post-event survey will allow you to identify which events your attendees value as a virtual event. This can be an important indicator when deciding which events should become hybrid or remain virtual.
4. How likely would you be to attend future virtual events from the organisers of [eventname]?
This question provides a double benefit. On one hand it can communicate a level of satisfaction with the virtual event you organised, but it can also indicate whether or not your attendees are likely to attend future virtual events. This is particularly important to understand how easy (or difficult) it will be to get past attendees to interact with your event in the future.
5. Considering the total investment of your money spent, how would you rate the value you received?
The monetisation of virtual events is a hot topic for 2021. Our research shows that attendees rate virtual events as better value for money than live events. For your paid events this is a useful question to ask to gauge what attendees are willing to pay relative to the value they are receiving virtually. Very high value for money scores could suggest your virtual event is currently under-priced.
These five questions are a starting point to gather data about your virtual events. If you have got the basics covered and are looking for more questions to include in your post-event survey click here.