What is a pre-event survey?
A pre-event survey asks registered attendees what they expect, need and plan to do at an event, so organizers can adjust the program, logistics and networking before it starts. It is different from a post-event survey: it cannot tell you how the event went, but it can change what happens.
Associations use it most for annual conferences, chapter meetings and member webinars, where a small change in session mix, room setup or introductions is still possible a week or two out.
When should you send it?
| Moment | What to ask | What it lets you change |
|---|---|---|
| At registration | Two or three questions only, such as goals and access needs | Room, format and accommodation planning |
| One to two weeks before | Content interests, networking preferences, open suggestions | Session emphasis, introductions, speaker briefing |
| The day before | One logistics check, only if something changed | Arrival, access and last-minute communication |
Do not send a long survey at registration. People are finishing a transaction, and every extra question lowers completion.
20 pre-event survey questions
Goals and expectations
- What is the main reason you registered?
- What do you most hope to get from this event?
- How familiar are you with the event's main topics, from 1 to 5?
- Is this your first time attending?
Content
- Which topics are most important to you? Choose up to three.
- Which session formats do you prefer: talks, workshops, panels or small-group discussion?
- What question do you want answered at this event?
- Is there a topic you expected to see that is missing?
Access and logistics
- Do you need any accommodation to take part fully?
- Which language do you prefer for sessions and materials?
- How will you attend: in person, online, or some of each?
- Is there anything that might keep you from attending all sessions?
- What would make it easier to take part?
Networking
- Who do you most want to meet, by role or interest?
- Would you like introductions to other attendees?
- Are you willing to be listed in an attendee directory?
- What kind of networking works best for you?
Open comments
- What would make this event worth your time?
- Is there anything you want organizers to know before the event?
- May we follow up with you about your answers?
What to leave off the survey
Do not ask for details the registration form or member record already holds: name, organization, membership type, chapter or ticket type. Link each answer to the registration record and read the segment from there. Ask only what a registrant alone can tell you, and explain how answers will be used, especially access needs and introductions.
Read the answers before you act on them
Count responses against registrants, not against attendees. Suppose 500 people register and 215 answer, from 210 different registrants because five submitted twice. Coverage is 210 ÷ 500 = 42%. If 126 of those 210 choose the same topic, that is 60% of respondents, and it tells you nothing about the 290 who did not answer.
Compare respondents with registrants by member or non-member, first-time or returning, and in person or online. If first-time attendees answered at half the rate of returning ones, the program may drift toward what returning members already want. Use the survey to adjust, not to redesign, and keep the answers to compare with the post-event results.
Use the answers
- Name the two or three things you can still change.
- Send the survey to registrants, and record who received it.
- Group open answers into themes and count them.
- Brief speakers and moderators on the top questions.
- Tell registrants what you changed and why.
- Keep the answers with the registration record for the post-event survey.
That last step is what makes before-and-after comparison possible. Use the post-event survey questions to close the loop, and read event feedback survey analysis for how to read the results. For the wider method, see the event feedback lesson and the membership course.
Frequently asked questions
How many questions should a pre-event survey have?
Five to ten. Use the groups above for one decision, for example what to emphasize in the program, and leave out the rest.
Should a pre-event survey be anonymous?
Usually not. Access needs and introduction requests need an identified answer. If you want candid opinions about the program, say so and keep that part separate.
What if few registrants respond?
Report the response base, compare respondents with registrants, and treat the results as a signal. A short survey tied to one decision gets better completion than a long one.
Can we reuse pre-event answers after the event?
Yes, if you told registrants how answers would be used. Compare expectations with the post-event results, but do not use access-need answers for any other purpose.
