{"id":170667,"date":"2020-03-23T16:06:00","date_gmt":"2020-03-23T15:06:00","guid":{"rendered":"https:\/\/spotler.com\/guides\/how-to-create-a-post-event-survey"},"modified":"2026-03-25T10:27:14","modified_gmt":"2026-03-25T09:27:14","slug":"how-to-create-a-post-event-survey","status":"publish","type":"guides","link":"https:\/\/spotler.com\/en-de\/guides\/how-to-create-a-post-event-survey","title":{"rendered":"How to conduct the perfect post\u2011event survey"},"content":{"rendered":"
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How to conduct the perfect post\u2011event survey<\/h1>\n<\/div>\n<\/div>\n

A survey is a powerful tool to measure your event goals. Conducting a survey is not easy. It takes marketing skills to choose the right questions, communication skills to convince your attendees to complete it and organisational skills to use the data for your next steps. And yet, the response to your post-event survey can be a real treasure! In this guide, we’re diving into creating and analysing post-event surveys, with practical tips you can use for future events.<\/strong><\/p>\n

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The bigger picture: Setting & measuring your goals<\/h2>\n

Every event manager wants to get the most out of their event. You need the right target group, with the right message, at the right time to achieve that. But let’s take one step back. Why is the event organised? What is the objective of the event? For many organisations, events are part of a bigger marketing strategy. The event should always support that strategy, and tangible results are important. There are several marketing metrics to measure these objectives:<\/p>\n

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Return On Investment (ROI)<\/h3>\n

Return on Investment looks at the balance between costs and benefits. In the case of events, calculating the ROI is not easy: the return is difficult to measure. It might take a few weeks or even months before there is a return. And even then, it is hard to say whether the event was the reason. Besides, many events indirectly contribute to the marketing strategy, eg, positioning the brand as a Quality Brand, or ‘Engaging the community’. Companies often measure the costs per attendee to see whether an event is worth the investment.<\/p>\n

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Net Promotor Score (NPS)<\/h3>\n

The Net Promoter Score is one of the most powerful indicators<\/a>. It shows the overall enthusiasm of your audience and identifies your biggest promoters or critics.<\/p>\n

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Customer Lifetime Value (CLV)<\/h3>\n

The Customer Lifetime Value is interesting for companies to see what the current value of a client is, considering the profit over a lifetime duration. In other words, what revenue can they realise? Measuring the CLV for an event might show whether clients who attend events have a higher CLV than clients who do not visit events. <\/p>\n

But how do you gather the information you need? A post-event survey is the ultimate tool to evaluate your event. Did the message come across? How willing are the attendees to promote the event\/brand to their network? How did they rate the individual elements of the event? The feedback of the attendees will tell you what you need to know. However, setting up a good survey requires preparation and time.<\/p>\n

Easily create post-event surveys with Spotler.<\/strong> Learn more \u00bb<\/a><\/p>\n

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Get started: Set up a post-event survey in 5 steps<\/h2>\n

Before assembling the questions, take a minute and turn away from your computer. Imagine a survey as a game between you and your attendees. The goal is to collect as much valuable data as possible with as few questions as possible. The longer a survey is, the higher the probability that your attendee will not complete<\/a> (or even start!) it. Aim for 100% completion and at least 75% of post-event survey results. You can win this game by following the K.I.S.S.<\/strong> approach: Keep It Simple Stupid. To yourself AND your respondents.<\/p>\n

These five steps <\/strong>will help you create a solid post-event survey:<\/p>\n

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  1. Determine the objective of the survey<\/li>\n
  2. Decide what you will do with the answers<\/li>\n
  3. Consider what your answers should look like in the export<\/li>\n
  4. Choose the type of questions carefully<\/li>\n
  5. Encourage respondents to complete the survey<\/li>\n<\/ol>\n
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    Step 1. Determine the objective of the survey<\/h3>\n

    Ask and answer for yourself: Why am I conducting this survey?<\/em> Once you’ve determined the objective, the rest will follow easily. All questions need to support this goal. Numerous possible objectives, such as measuring marketing goals, collecting feedback about the event, and even just listening to your attendees, can be reasons for conducting a post-event survey.<\/p>\n

    The objectives can differ for each event.<\/p>\n

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    Step 2. Decide what you will do with the answers<\/h3>\n

    What will you do with the response you receive? Will you take action? Or is it just nice to know? It is not advisable to survey ‘nice-to-know’ information. Only ‘need-to-know’ information is recommended. You are asking your attendees for a favour; it takes time to complete a survey. Ensure you have a good reason to conduct a survey and use the answers to improve your next event. If the answers will disappear into an archive, save yourself and your attendees the time<\/a> and don’t do it!<\/p>\n

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    Step 3. Consider what your answers should look like in the export<\/h3>\n

    When your results are complete, you will analyse the answers. You can only do this when the export gives you the information in the right format. It would be a shame if the data results are complicated or useless for your analysis. Decide for yourself how you would like to analyse the answers. Figuring this out before conducting the post-event survey will save you time recoding the answers.<\/p>\n

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    Step 4. Choose the type of questions carefully<\/h3>\n

    You know your objectives and desired outcome, and have figured out what your data should look like. Finally, it’s time to build the post-event survey! There are various types of survey questions:<\/p>\n