Analysing and Understanding Attendee Feedback


Now your event is over, how do you know how well it went and how it was received by attendees?  Analysing attendee feedback is essential for understanding this and for identifying areas of improvement, and making data-driven decisions for future events.

Here’s a step-by-step guide on how to analyse attendee feedback effectively:

Collect Feedback Data:

Gather feedback from attendees through post-event surveys, feedback forms, social media comments, email responses, or any other relevant channels. Ensure that the feedback collection process is clear and accessible to all attendees.

Categorise Feedback:

Organise the feedback into relevant categories or themes. Common categories may include content, speakers, logistics, venue, networking, overall experience, and suggestions for improvement.

Quantitative vs. Qualitative Data:

Differentiate between quantitative data (numerical ratings or scores) and qualitative data (written comments or responses). Both types of feedback provide valuable insights.

Use a Spreadsheet or Database:

Create a spreadsheet or use a database to record and organise the feedback. This will help you manage the data efficiently and make it easier to analyse.

Calculate Overall Satisfaction:

If your survey includes rating scales or Likert-type questions, calculate the overall satisfaction score by aggregating the responses. This will give you a quick snapshot of the event’s success.

Identify Key Metrics:

Determine key metrics that are important for evaluating the event’s success. These may include attendee satisfaction rate, NPS score, speaker ratings, or specific event goals you set.  They could also include the venue suitability.

Thematic Analysis:

Conduct a thematic analysis of the qualitative feedback. Look for recurring themes, sentiments, and comments related to different aspects of the event.

Positive vs. Negative Feedback:

Categorise the feedback into positive and negative comments. Identify what worked well and what areas need improvement.

Pay Attention to Specific Details:

Look for specific details in the feedback, such as constructive suggestions for improvement, notable praise for certain aspects, or complaints about particular issues.

Compare with Event Goals:

Compare the feedback with the goals and objectives you set for the event. Assess whether the event successfully achieved its intended outcomes.

Identify Trends and Patterns:

Analyse the data to identify trends and patterns that may be indicative of broader issues or successes. Pay attention to feedback that comes from multiple sources or groups of attendees.

Segmentation Analysis:

If applicable, segment the feedback by attendee demographics, ticket types, or other relevant factors. This can provide deeper insights into the preferences and experiences of different attendee groups.

Share Findings with Stakeholders:

Share the analysis findings with event organisers, sponsors, partners, and other stakeholders. Transparency and collaboration will aid in understanding and decision-making.

Create an Action Plan:

Based on the feedback analysis, create an action plan for improving future events. Address the identified areas of improvement and build on the event’s successes.

Continuous Improvement:

Use the feedback analysis as a learning tool for continuous improvement. Implement changes and track the impact of those changes in future events.

Remember that attendee feedback is a valuable source of information that can help you refine your event planning process and create better experiences for participants. By systematically analysing the feedback, you can make informed decisions to ensure the success of your events.

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