It's always important to know what people think of a product or service, and in the events industry, this is no different. Reviews provide valuable information because they help producers and organizers improve the event experience. Therefore, to obtain this data, a good event feedback survey is essential.

User and customer opinions are becoming increasingly important for companies and brands. To give you an idea, a survey conducted by Survey Monkey showed that... 88% of the leaders described the feedback data as "very" or "extremely valuable" for making decisions.

Now, consider an event. Knowing what people thought of the experience, the organizer is equipped with information to promote an even better second meeting, for example.

Despite the importance of obtaining feedback at events, promoters who adopt this practice still face difficulties in implementing it. This is because the audience is often unfamiliar with this process, or the surveys and data collection are not done correctly.

But there's good news! There are best practices to adopt and some tips that can help teams get feedback from events. We've prepared this complete guide on the subject, so just keep reading!

The Importance of Event Feedback for Organizers

Current market competitiveness is one of the main drivers encouraging good feedback research. In 2022, thousands of events were held throughout Brazil, and this year, expectations are even higher.

In other words, the market is booming, and the party or event needs to stand out from the others to be successful. Therefore, producers and organizers need to understand what the public thought of a particular event so that when they promote a second edition, or another gathering, it can be even better.

With the insights provided by good feedback research, it's possible to develop strategies that will optimize and improve people's experience at your event. Being aware of the negative aspects makes it important to focus on improving them, and knowing the positive aspects allows you to maximize them.

Ana Flávia Silva is the Quality and Food & Beverage Coordinator at Center Convention, and she highlights another important aspect of the results obtained from customer feedback: the impact on the employee.

“Understanding customer perception is fundamental for our employees. At Convention, for example, we hold regular quality meetings, and this type of information is passed on to them. So there's also a motivational aspect because we almost always receive mentions of employees, such as 'he was very helpful', 'he was very polite', and it's necessary for our team to know this, as well as the points for improvement,‘ she explains.

How to conduct effective research to obtain feedback.

Knowing the importance of gathering feedback from events, it's also necessary to understand that you need to be assertive when collecting it. You need to think about the best time to contact people, as well as the most appropriate way to do so.

It is essential to ask assertive questions in order to obtain the right data, which will actually help in the production of future events.

But before we look at tips on what questions to ask, what format to use for feedback, and when to do it, let's understand some of the types of surveys that exist.

3 types of feedback surveys

First, it's worth noting that there are several platforms and tools for conducting an 'opinion poll'. However, we will highlight 3 of the most common types that are popularly known, see below:

• Traditional Feedback: This is done via forms immediately after the event or some time later. It is usually administered online.
• Personal Feedback: In this situation, we have a person responsible for event feedback. Therefore, they survey people at the event to gather the information they want.
• Self-Service Feedback: Finally, in this type of feedback, a questionnaire is provided, and people can respond in a more spontaneous and 'free' way.

3 tips for receiving feedback from events    

We already know the importance and some of the most well-known types of research. But, moving on to the practical side, we've listed 3 tips that help event producers and their teams develop effective strategies to get good feedback from events.

Ana Flávia outlines some actions that can be taken to succeed in this task. “It’s necessary to understand the best way to administer a questionnaire, to have someone who is comfortable dealing with the client, to structure the questions well so that the questionnaire is easy to understand. And then something fundamental: analyze and study this data,” she emphasizes.

Understand what the audience thought about each stage of the event.

An event has several "parts" and "stages," right? Therefore, consider that your research needs to address the whole. So, think about... coffee break, For example, what did your audience think of the options? Did your meeting include a presentation? What did they think of the content covered and the speaker?

Organizing the form and questions in the order in which the event occurred also helps the audience, as it reminds them how the meeting unfolded.

With these answers, it is possible to analyze all the "parts" and "stages" of the event and see if they met the expectations set in the planning.

Questionnaires aligned with the objectives

What are you trying to understand when giving feedback on events? It's important to be aware of this objective in order to determine the best questions to ask.

For example, your event was the launch of a particular product. So, you want to know if people liked the new product, what they thought of its design, if they intend to buy it, and so on, right? Therefore, these questions need to be included in your feedback survey.

But remember, this survey is analyzing the event as a whole, so the questions should go beyond the main subject and evaluate the experience in its entirety.

Offer multiple channels

People have different preferences, so it's beneficial to offer different channels for them to provide feedback on the event.

During the meeting itself, it is possible to have people available who, discreetly and during a break, can conduct this survey, or to have interactive kiosks at the exit for people to answer the survey.

In addition, creating online forms to be sent post-event via email or WhatsApp, or investing in your own website to host the survey, are good practices.

Host your event at our complex!

Interested in holding your event at the Center Convention? You can check out all the infrastructure available at the Convention Center and throughout the Center Shopping Complex by speaking with our team. Call us at (34) 3239-8300 or email comercial@centerconvention.com.br. You can also reserve a date by clicking [here]. HERE.