Friendly and helpful researchers can quickly administer customer satisfaction surveys on trade show displays and uncover more detail.
This is particularly true when trade show visitors want to share their opinions but are under time constraints.
Below are sample survey questions for trade shows; these can be customized for convention displays or an individual exhibition booth.
Introductory Sample Survey Questions
For exhibition booth owners who want to track the effectiveness of their advertising dollars, the first sample question is:
What things influenced your decision to visit our trade show display today? Possible survey answers such as brochure, newspaper ad, billboard, promotional coupon, radio or television ad may be listed on the survey. However, skilled researchers will not read the list and instead will listen for and record 1 or more answers from the participant.
If the interviewee supplies more than 1 answer, a sample followup question is:
Which of the items you just mentioned was most important in your decision to visit the trade show display?
Another type of ice-breaker question focuses on time:
How long did you spend at the trade show display today?
Overall Sample Survey Questions
The level of customer satisfaction with trade show displays must be quantified, totaled and averaged. That is why researchers ask the interviewee to provide a number that rates the trade show display on a scale from 1 to 10.
Each time they ask any of the following sample questions, researchers repeat that 1 means not-at-all satisfied and 10 means extremely satisfied.
- Overall, how satisfied are you with your visit to the trade show display today?
- How likely are you to recommend the displayed product or service to friends and family?
- How would you rate the displayed product or service on overall value for money?
The following multiple-choice question is a key indicator that distinguishes customer satisfaction levels.
- Did your visit today meet, exceed or fall below your expectations for the trade show display?
Trade Show Staff Sample Survey Questions
Given that trade show displays can be expensive and often involve sales of items worth hundreds of thousands of dollars, customers must be satisfied with all sales and service people during their time at a trade show booth.
Each of following questions requires the preamble that 1 means poor and 10 means excellent.
- How would you rate your overall impression of the trade show staff you interacted with today?
- How would you rate the trade show staff in terms of being easy to find?
- How would you rate the trade show staff in terms of being helpful and friendly?
- How would you rate the trade show staff in terms of being knowledgeable?
- How would you rate the trade show staff in terms of being clean, neat and tidy?
To avoid undue emphasis or unconscious bias, in-person researchers should change which item on the above list of sample questions they ask first.
Trade Show Display Sales Questions
Sales are the underlying goal shared by most trade shows, convention displays and even an exhibition booth. If so, researchers can close out their survey by asking visitors the following questions.
- What if anything did you buy at the trade show display today?
- Do you intend on buying any of the products or services displayed in the next 12 months.
If the answer is yes to the second question, the researcher should ask the trade show customer for their preferred method of follow-up communications and record contact and best-time-to-call information.
Daniel Workman - A senior business and finance writer who also does French translations, notably international trade and insurance materials.
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