Let’s Get Human

At the EMMC we are big believers in the value of credible, quantitative data, usually collected through surveying an audience. This means asking a lot of people the same questions, and getting a response rate high enough to reduce the margin of error. It really is the best known method for measurement.

But quantitative results don’t always result in clear understanding. For that, other mechanisms can complement the data, add context, and hopefully clarity.

Qualitative feedback

One of the great things about surveying is that we can also ask a couple of pointed, open-ended questions that allow people to share their thoughts and opinions. This can be as simple as: “What worked well?” and “What could have been better?”. These two questions allow people to compliment and to vent, and can provide useful qualitative insights. Pro tip: don’t ask too many open-ended questions - survey fatigue is a real issue and these types of questions require time and focus, which most of us struggle with!

Observation

Sometimes, as event professionals, we are so focused on making sure the event is delivered well (and to budget, timelines, etc.), that we forget to observe what the experience is like for attendees. This is a miss. We are experts in events and experiences, we should note our observations throughout and include these in reports. Again, this doesn’t replace quantitative survey results, but it can really help in interpreting that data.

Another observation technique is the professional audit. This can be like a ‘mystery shopper’ initiative, where a specialist is engaged to experience the event as an attendee and add their observational commentary into post-event reports. Audits can be especially helpful in specialist areas. For example, an accessibility expert can audit an experience and highlight areas the layperson might miss.

The key takeaway: do the quantitative analysis, but add in qualitative and observational feedback. The result will be a more robust analysis of impact and, importantly, opportunities for future improvement.