Paper or Plastic? Should I Use Electronic Tools to Gather Opinions and Input from My Participants?

A recent electronic newsletter reader asked the question, "Should I investigate electronic tools for capturing input from my event participants or should I stick with paper?" Below is the response I provided.

As with most things in life, there are pros and cons to alternate approaches. Electronic interactive technologies abound today for capturing live, instant feedback. They range from touch screen kiosks, wireless or RFID handheld devices and even smart cards. Pros - The feedback is instant, even to the extent that you can modify the presentation that is actually in play! There is no data to enter after the event and the data is reported accurately as a part of the overall system. Cons - For the most part, these devices are programmed with a pre-conceived range of answers among which the participants pick and choose. Open- ended feedback is often difficult or time consuming to enter. Also, you may be limited to the number of devices on hand, which can cause a slow down in a busy exhibit environment.



Paper based surveys may seem old fashioned, but they can't be beat for having the guest take on the labor aspect of documenting data, and it provides for the most fluid response to open- ended questions. You might want to consider a simple paper survey when people are waiting for a presentation to begin, when you have very large crowds and when you want the visitors to tell you more than you might already know through their responses to open- ended questions. Paper is also the most inexpensive route if you are on a budget. Cons - Somebody has to read and enter all of that data after the event and turn it into a report! (Use a contractor) Also, sensitive information can develop "legs" and walk away from your exhibit, so guard those forms and the completed surveys.

Don't discount the value of waiting until after the event to gather input. You can simply collect contact data at your event and then re-contact people via an email notice and web based survey afterwards. This has most of the advantages of both approaches.

Live interview plays a role as well. If you really want in-depth information on who visited with you and their reaction and perceptions, hire interviewers to conduct live, random sample intercept surveys with visitors who have completed your event experience.

Ed