Tips for Creating an Effective Event App Survey

Posted by Matt Milloway on Jul 01, 2014

Interactive surveys give event planners and organizers a useful tool to glean information from attendees. Knowing how to construct questions and what type of criteria to ask are important considerations to ensure any information received is ultimately helpful.

Contact and Demographic Information

Effective questions are made even more useful when results can be organized by demographics such as locale, profession, sex, age, or any other criteria useful to a specific organization. Contact information such as an email address or even a phone number can also help generate leads or future mailing lists. Consider what the type of information is deemed important for understanding, retaining, and acquiring customer before creating a small list of related questions. Asking for short responses related to contact and demographic information at the top of the event survey also adds very little time to the overall survey process.

Accessibility

Surveys tucked away behind multiple layers of content or available via confusing buttons are seldom effective in generating a high number of responses. Make sure surveys are accessible via obvious call-to-action buttons in the app and include the word "survey" or an intuitive icon that won't lead to users missing the feature altogether. Furthermore, include an informational page under the event info tab or a similar section explaining the surveys and thanking users in advance for their 5-10 minutes of effort in greatly helping out the event organizers.

User-Friendly Question Formats

Ease of use is imperative to receiving answers from a high portion of attendees. While open-ended responses are useful in moderation to acquire more unique attendee feedback, users will be less likely to complete a survey involving significant typing on a smartphone or tablet. Smartly constructed multiple choice, star ratings, and sliding scale questions enable users to accurately answer a multitude of questions in a shorter time period.

survey slider

Question Length and Criteria

Consider an attendee who is tasked with reading a paragraph-long question on a smartphone versus a concise phrase. Users are more likely to answer the latter version, as shorter question lengths are more efficient from a real estate perspective and give enable readers to quickly formulate a response. Another important element involves survey criteria. For example, sliding scale responses are easy for users, but including a "neutral" answer gives no real value to those using the data. Urge attendees to share a more useful opinion with a 1-4 format with the following choices: strongly disagree, disagree, agree, and strongly agree.



A related consideration centers around the specific questions asked and where applicable, the pre-determined answers given in multiple choice formats. Careful planning and research into what each organization really wants to find out from attendees will avoid the pitfalls of simply asking generic questions with little to no tangible value.

Incentives for Users

After an effective survey is constructed and integrated into the event app, what incentive causes an attendee to submit results? Consider offering motivation in the form of a raffle or drawing for any user who enters a full set of survey data. An info page -- along with a few push message reminders during and after the event -- touting the survey and its prize creates extra incentive for attendees. Knowing submitted results may be chosen for a prize also motivates users to put in a genuine effort with accurate, thoughtful answers.

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