7 Questions Your Exhibition Survey Should Always Include

Your attendees hold the answers to what actually works at your booth. The right survey questions turn feedback into actionable data that shapes your next event strategy—but only if you're asking the right things.

Include these seven questions in your post-exhibition survey to capture the insights that matter most for your ROI and future planning.

1. How likely are you to recommend our product or service to a colleague?

This is your Net Promoter Score (NPS) question. It's the single best predictor of customer loyalty and word-of-mouth growth. Ask it on a 0–10 scale, then segment by attendee type: decision-makers often score differently than researchers or students.

Why it matters: A score of 7+ signals real purchase intent. A score below 6 flags messaging, product, or booth experience problems you can fix before your next event.

2. What was your primary reason for visiting our booth?

This seems obvious, but it's your gateway question. Attendees might come to learn, compare competitors, validate an existing need, or just grab a pen. Knowing their intent transforms how you interpret every other answer and tells you if your booth signage is attracting the right audience.

Use checkboxes for speed: Product information, Compare competitors, Validate a need, General interest, Product demo/trial. Add "Other" with a text field.

3. Did you learn something new about our product or service today?

Yes or No. Then: If yes, what was the most valuable insight? This measures whether your booth actually educated people or just handed out collateral. If more than 30% answer "No," your messaging or booth flow needs work.

4. Before today, how aware were you of our brand?

Ask on a scale: Not aware, Somewhat aware, Well aware, Very familiar. This reveals whether your booth is generating new awareness or deepening existing relationships. Track it over multiple events to measure brand building momentum.

5. Are you in a position to make (or influence) a purchase decision for this type of solution?

Not every visitor is a buyer. This question filters signal from noise. Decision-makers and influencers get weighted differently in your ROI calculation. Skip it and you'll inflate your lead quality figures.

6. How would you rate your overall booth experience?

Use a 5-star scale or a simple Poor, Fair, Good, Excellent option. One sentence later: What would improve your experience? This tells you whether your booth layout, staff friendliness, demo quality, or booth environment needs fixing.

7. What's the next step you'd like to take with us?

End with intent. Offer buttons: Schedule a demo, Receive a proposal, Join our mailing list, No further action. This moves the conversation from feedback into action. It also tells you which attendees are genuinely interested versus merely polite.

Keep Your Survey Tight

These seven questions take 90 seconds to complete. Response rates collapse when surveys exceed 2 minutes. Deploy via QR code at the booth exit or email within 24 hours while memory is fresh.

Track demographic data separately (company size, industry, title) only if you can segment your dashboard by those attributes afterward—otherwise it's wasted form fields that kill completion rates.