Get the Most from Your Post-Event Surveys

 In Newsletter

Your online event is over and it went off without a hitch. Attendance was high, and you’re glad you put in the additional weeks of planning and prepping presenters. Was your primary message understood? Did you reach your target audience? Will your return on your investment be worthwhile? You need to hear from your audience.

A survey is an immediate way to help you gauge the success of your webcast. Direct feedback is your best opportunity to learn if you’re meeting the needs of your target audience so you can hone what’s working and identify areas that need improvement.

Nevertheless, you need to resist the temptation to collect as much information as you can. Post-event surveys should be brief, with mostly easy-to-answer questions. The shorter the survey and fewer the options, the more likely attendees will be to participate.

So, What Should You Ask?

You can gather feedback on a number of issues. For example, you can ask attendees to use a scale of 1 to 5 to rate:

  • Your performance: verbal skills, connection with the audience, how well you answered questions
  • The presentation: quantity and quality of the slides, were the visuals attractive, did graphics help them understand the topic better
  • Technical aspects of the event: sound quality, interactive tools ease of use, video buffering, etc.
  • The subject matter: gauge if the knowledge you shared met their expectations or if your promotional efforts met the mark. You may also want to ask attendees what other topics they’re interested in, which can provide insight into their top challenges or pain points along with fodder for future events.
  • The event overall.

Here are other interval-scale questions that help you determine audience satisfaction:

  • Based on your experience at this event, how likely are you to attend future webcasts?
  • How likely are you to refer this webcast to a friend or colleague? For those who may answer “unlikely,” add “why not?” to this question. It’s important for you to collect this data so you can use it to refine future webcasts.

Lastly, some open-ended questions to consider include what attendees liked most about the event, what they liked least about it, and how they think it could be improved. All of this is invaluable data you can use to boost your understanding of your target audience and fine-tune future webcasts.

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