Check yourself before you wreck yourself ' a handy check list before sending your event survey out

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Check yourself before you wreck yourself ' a handy check list before sending your event survey out


We help clients with hundreds of visitor surveys and exhibitor surveys every year.  And before any survey hits the inboxes of visitors and sponsors, there are a few things we always look for to prevent any blushes, or more importantly poor response rates.  We thought we would share them with you as a handy check list to use before you send your own surveys out.

1: First things first (for Explori clients)

A: Have you used the right survey type?

There are three different types of survey you can use in Explori – we always check that you have the right one, so your results can count against your portfolio benchmarks if relevant.

2: The survey email

A: Is it reasonably short and is the survey link the only call to action – this is the best recipe for a strong response.

B: Have you included an opt-out link?  This will make sending out reminders a smooth process.

3: Overall look of the survey

A: Are the pages short, particularly the first page?  Scroll is much more important here than total number of questions.  More and more visitors complete surveys on mobile devices, if they have to scroll too much on each page, they will drop out.

B: Is the whole survey as short as it can be?  Anything over 25 questions starts to get us worried, but even in shorter surveys, getting rid of any “filler” questions means you are more likely to get an answer to the things you really do care about.

4: Logic and routing

A: If you have included logic in your survey, to route responders to different questions or pages, test every option to make sure there are no surprises.

B: If you have any “none of the above” choices, check they are set up not to carry forward to any rating questions that follow.

C: Have you used a set of screening questions to ensure only the right people complete your survey? Check that all your options go to the appropriate next page.

D: Can you add any more routing to give the respondent a better experience?  They should never be asked a question that you already know is not relevant to them.

5: Nuts and bolts

A: Have you used the right question type?  An easy one to miss is putting a single select question (select one – round boxes) when you really want multi-select (select all that apply – square boxes) or vice versa.

B: Are all your verbatim questions optional (text boxes) – you can’t make people get chatty if they don’t want to?  We check you don’t have more than one set as compulsory.

6: Benchmarking (in Explori)

A: Have you included the most important KPI questions for surveying your audience?

B: Have you resisted editing any of them (so they still have pink circles next to them)  Remember if you change so much as a single word, the question will be demoted to a show question and you won’t be able to benchmark against the rest of the industry in Explori. Check nothing has been edited without very good reason.

6: And finally

Give your survey a last proof for spelling, grammar and dates.  No one wants to be the person who got next year’s show dates wrong now do they?  If you have copied your survey from last year (well done, a great timesaver) make an extra check that you have updated any reference to the last event.

Explori clients - want any advice on constructing your survey? Call us on +44 20 3818 8232

Interested in finding out more about how Explori can help you conduct great research for your event, tradeshow or conference? Drop us a message


Find out more about Explori and how we can help you now

Our Stats


Event survey responses


Events globally already 
benchmarking with Explori


Average completion rate 
to clients' post-show surveys 

What they say

  • With Explori’s reports and analytics, we’re much better equipped to evaluate the customers' satisfaction and needs from our events
    Paul Byrom
    MD, Upper Street Events
  • The level of performance data and customer insight that Explori gives us is invaluable to our business and makes my life easier.
    Matthew Benyon
    MD, easyFairs UK
  • We wanted deeper insight into how our strategies impacted the delegate experience, but found conventional survey tools just couldn't deliver. Moving to Explori has completely changed this.
    Jan Barthelemy
    Head of AU & NZ Digital Marketing dmg events
  • We work with Explori to gain deeper insights into our events. The ability to compare results directly with similar events in our portfolio and against industry standards will be incredibly helpful
    Baris Onay
    Group Marketing & Digital Director, ITE
  • Analysis that could have taken the team days was available within hours of the survey going live. We could immediately see how the new German events had performed, against the context of our existing shows. Information like this is essential for informing future business strategy.
    Austen Hawkins
    MD, F2F Events
  • Robust performance metrics and customer feedback is essential for achieving maximum customer satisfaction. Explori will allow us to reach all our exposition delegates regardless of language or location.
    Art Paredes
    Sr. Director, Global Expos, SEMI
  • Explori helps us gain deep insights into the customer experience across our business. Without it, understanding our key performance metrics would be considerably more challenging.
    Andrew Evans
    (former) MD, Centaur Exhibitions
  • Our expansion plans are about both organic and acquired growth and Explori is key to our ability to understand the health and performance of existing assets, as well as those that we’re looking to acquire.
    Renaud Hamaide
    CEO, Comexposium

Our Clients