Congratulations! You just wrapped up a virtual event or webinar you’ve been working on non-stop for months. Now that the virtual festivities have ended, it’s time to take a break right? Not quite.
There are still loose ends to tie up: What did your attendees think of the event? Are sponsors returning next year? Did speakers find the experience just as great as attendees?
Measuring the success of an event is critical for marketers. That’s why preparing a list of post event survey questions is such a vital step in your event planning process. It can help you both measure attendee satisfaction and optimize future events.
What is a post event survey?
Post event surveys are questionnaires sent to participants after the event or webinar. Survey feedback can shine light on what went right, what needs improvement, and help you gauge your overall event impact. Survey results are also a great resource to strategize, grow, and create more valuable event experiences in the future.
Let’s take a look at all the different ways you can ask for post event feedback. We’ll review the different types of survey questions, when to use them, and provide some example questions that target general attendees, sponsors, speakers, and senior executives.
Types of post event survey questions
There are different ways to ask post event survey questions. To determine what’s best think about the type of feedback you’re interested in, your goals for conducting the survey, and how you’d like to segment and prioritize responses.
We like to break up survey questions into three types:
Open-ended questions allow survey respondents to provide specific answers and insights that can be very valuable to your survey. While these questions can be harder to evaluate, they are more likely to provide detailed feedback. Try this question type when you want an explanation for more complex questions.
Example: “Why did you attend the marketing 1010 session?”
Multiple choice (or Yes/No) questions:
Multiple choice questions give respondents a structured way to answer questions. The survey data is easier to capture, sort, and analyze in comparison to open-ended questions.
Sometimes multiple choice questions include conditional logic. For example, respondents may be prompted with other questions based on how they initially answered a previous question. Aside from the Yes/No format, multiple-choice questions tend to steer respondents in a desired direction.
Example: “What did you like most about the event app?”Answer: “A. It was easy to use B. It allowed me to network C. Another reason, explain:”
Scaled or NPS questions
Scaled or NPS question asks respondents for a rating based on a numeric scale. NPS stands for Net Promoter Score and is a metric (typically on a scale from 0 to 11) to determine customer satisfaction, engagement, and ultimate business growth. It’s often used when looking for results that predict business growth. In a post event survey, you’ll know when you have a happy audience.
Example: “ How likely are you to share this event?”
Create a stress-free virtual event
Check out our handy checklist to learn how to plan every stage of your virtual event.
Check out our handy checklist to learn how to plan every stage of your virtual event.
31 post event survey question ideas
There’s a wide range of post event survey questions you can include after the event. Check out some of our tried and true post event survey questions for event attendees, speakers, sponsors, and VIPs to help you determine your event success.
General attendee questions
1. How satisfied were you with the event experience?
This is hands down the most important post event question. The answer is a general summary of the entire event experience.
Putting it first sets the tone for the rest of the questions. I recommend asking this as an NPS or multiple choice question. It will make it easier for you to segment responses while reviewing feedback in bulk.
2. Why did you choose to attend this event?
This is a great question for marketers! This will indicate why your audience gravitated to your event thanks to all your pre-event marketing efforts.
Ask as an open-ended question if you are still working on your marketing strategy. Otherwise, try a multiple-choice with an option to add a specific response.
3. How did you hear about this event?
This is another validating question for marketers. It’s essential to know where your target audience is learning about your event for promotions. Evaluate your marketing channels to determine where to invest more time and energy for the next event. These open-ended responses may persuade you to experiment with different channels you may have not yet explored.
4. Have you attended one of our events before?
This multiple-choice question is a great data point to track repeat attendees. If the goal is to increase the number of repeat attendees, consider focusing on the customer journey. Also take note of repeat attendees that are customers vs. prospects. This will indicate where to focus your event or webinar promotions.
5. Do you feel you had enough opportunities to ask questions and participate?
This multiple-choice question gives you two different types of insights. First, it helps you understand if your audience knows how to participate and engage in the live content.
If the majority of respondents reply, “yes” you can feel confident that attendees knew how to participate. If the majority of respondents reply “no,” you may consider more promotions or education to help guide attendee participation or invest to improve support channels.
Second, this post event survey question can help you gauge how much the ability to participate impacted your audience engagement metrics. For example, you may find that the majority answered this question with a “yes they DID feel they had enough opportunities,” but engagement metrics are low. This means that there were major gaps in engagement. This conflicting information tells you they chose not to participate even though they knew how to.
6. What was your favorite moment or element from the event?
This question helps you pinpoint the best sessions, speakers, or experiential moments during the event. It can also provide validating evidence on what worked and what may need improvement. Bonus: you may find commonalities from all your attendees that can help shape the next event.
7. Were you satisfied with the number of networking opportunities?
This question can be an NPS or multiple choice. I would avoid an open-ended format as you may open a can of worms as well.
8. How would you rate the content of the event?
It’s time to ask if the information you provided was as valuable as you hoped. Was your virtual event or webinar presentation and speaker lining engaging to your audience? In the case that attendees paid to attend, this question also validates their investment.
An NPS format is best to get answers that will help you create content that aligns with audience interests.
9. Was the virtual platform easy for you to navigate?
This question can help you better understand if your event solution helped positively facilitate your event.
Virtual event platforms like Vimeo Events are easy to use, provides great tools to put on a stunning production, and facilitates ways for attendees to actively participate. If your platform is difficult to use, participants may not consider attending a future event. When it comes to virtual events, it’s all about the attendee journey. Do not hesitate on necessary improvements.
10. What do you like most about our virtual platform of choice?
Take the time to ask about the platform positives. There is a chance that some attendees still are not tech-savvy and get overwhelmed by virtual fatigue.
Make it a point to have this open-ended question included so you have something to measure against the previous platform question.
11. How can we provide a better experience?
There’s always room to improve. This question gives attendees the floor to provide constructive feedback. Be prepared for both compliments and a little cringe, but keep in mind that honest feedback can help you create more meaningful experiences. We recommend keeping this question open-ended and reviewing with a cocktail.
12. How valuable did you find the event content?
Attendees must feel like they got value from your event. Did they learn anything new? Did they get access to exclusive information? What were they able to take away from the event that they can apply in their own strategies? An NPS format is best to measure your audience’s value sentiment.
13. Did we meet your expectations for the event?
While this may sound similar to the question above, it actually shines light on whether or not your event met the audience’s objectives. Some would argue that this question should be open-ended, but a multiple-choice with optional feedback will work.
14. How likely are you to attend a future event?
This NPS question can be much like asking for a second date. But it gets right to the point, helping you determine just how good of a job your company did putting this event together. It also speaks to the marketing efforts and how your brand is growing as a recognized industry leader.
15. What topics would you like us to cover in the future?
We must remember that an event experience is very much like a relationship. It takes two: the organizer and attendees. Allow your audience to contribute to the event with this question.
A question that gives attendees the opportunity to provide topic input shows that your brand cares. It can also lead to new topics and points of view that are still undiscovered.
16. Who was your favorite speaker from the event?
Even if you discover the most popular speaker was not your keynote, that popular speaker should be at your next event. Use this question to get the inside scoop on which speakers to keep on your roster for future events that will also bring an audience.
17. What session did you enjoy the most?
A stand-out session ticks all the boxes. From content to general experience, this question will help you to create more engaging sessions like keynotes, fireside chats, panel discussions, workshops, and virtual retreats. Answers to this multiple choice question may surprise you.
18. What speakers would you like to see participate in our next event?
Very similar to the previous question, this opens the door for audience collaboration. You also want your event to be as relevant as possible. An open-ended version of this question can help you generate better content from speakers your audience wants to hear from.
19. Were you happy with the overall time duration of the event?
A big concern, especially for virtual experiences, is the length of the event. Too long and you may lose your audience. Too short and your content may be lacking. Event duration may vary by audiences, geographical locations, and across industries. Let your audience tell you and then honor their feedback.
20. How do you feel about our company after attending this event?
It’s important that your brand’s voice and messaging resonates with your audience. Answers will give you direct insight into the perception of your brand and will help to determine if improvements to marketing are in order. A multiple-choice question with an option for another answer is best.
21. Would you recommend this event to a colleague?
Much like recommending or rating a movie, this question signals a sign of success for your event. A fan of the brand may not be enough. Ask yourself, are you creating brand ambassadors? These are the participants that will share their positive experiences with friends.
22. Is there anything else you’d like to share?
As a best practice, conclude the survey with an open-ended question for general feedback. By the time attendees get to this question, they may realize they do have more to say. This question gives the audience an opportunity to decide what’s important to them.
Event speaker questions
We often forget that speakers have a completely different experience from attendees. In many ways they are part of the event team, prepping weeks in advance. It’s important to check on the speaker experience, not only for future events but because speakers have a wide network.
23. Do you feel you received all the necessary information to successfully present?
From the event run of show, onboarding, preparation, and rehearsals, speakers have so much information to keep track of before the big day. This question can help your surface process improvements. Did they find it all to be a smooth process? Or could there have been better means of communication to help them along the way?
24. How would you rate the technical support and provided equipment to deliver your presentation?
You want your speakers to go live with confidence. If you provided speakers with a kit that included equipment like ring lights, cameras, and microphones, this question can determine if your speaker prep went well. Did speakers find everything easy to use and were they able to contact support without any hiccups?
25. How can we improve the speaker experience for future events?
Another best practice is to offer general feedback from speakers. They may have ideas that contribute to other sessions or aspects of the event. Working with speakers is a collaborative effort and it doesn’t end after their session.
Sponsors are the gift that keeps on giving when it comes to events. Their feedback is critical. Many times they contribute new experiences from sponsored networking activities to one-of-a-kind event swag.
26. How relevant were the attendees to your business?
This question lets you know if the sponsor feels that they are a fit for your audience. Remember that event sponsors participate with hopes of hitting sales goals, crushing marketing targets, and/or generating brand awareness. Answers can also indicate the ROI of their sponsorship.
27. How happy are you with the sponsorship package you selected?
If your event offers a variety of sponsorship packages, it’s important to see what packages worked and what others need changing. Also, sponsors may have realized that they could have benefited from bigger packages and can be an upsell for future events.
28. Do you plan to work with us next year?
This is a big question that will help your sales team get ahead of the game. Answers here are a great conversation starter for the upcoming year’s planning. It’s always great to lock in sponsors ahead of time that want to continue their partnership. For those that come back with a “no,” have a post-event call to identify the gaps and to potentially get them back on board.
C-Suite/ VIPs attendee questions
When senior executives attend an event they often than not are there with a different agenda compared to general attendees. The networking aspect is greater as every interaction carries an intention for their business growth.
Tip: You even go a step further a segment question based on job title.
29. How did attending this event impact your business?
CEOs, directors, and other senior executives tend to participate in events to help their business. It’s important to have some impact on their strategy as decision-makers. They very often determine the relationship they will have with your brand.
30. Were you able to cultivate new business relationships?
Another incentive for such VIPs to attend your event is to network. Setting the stage for business relationships to flourish is a huge incentive for this audience to participate in your event.
31. Did you network with people that you intended to meet?
Offer this question as a way to make sure intended connections took place. If a stakeholder was unable to make a connection, offer to share their information with other like-minded executives.