Trade-show booth visitor survey

Setup and on-the-day operations

Display QR codes in three places: the booth backdrop, the table, and any printed handouts. This typically doubles response rates compared to a single placement.

• Verbal prompt: "It takes 30 seconds — fill it in and we will send the materials to you right away."
• A tablet at the booth for on-site input works well in high-traffic settings.
• For large shows (500+ visitors), an incentive such as a prize draw or exclusive content can increase response rates two to three times.

After the show, sending the form URL by email to business-card contacts is a useful supplement.

Reading buying stage and setting sales priority

Use Q6 (evaluation timeline) to create three tiers.

• "Immediately" or "Within 3 months" → Tier A: email same day, phone follow-up within 3 days
• "Within 6 months" → Tier B: send materials within a week, check in after a month
• "Within 1 year" / "Just researching" → Tier C: add to newsletter and re-engage in six months

Anyone selecting "No follow-up needed" in Q8 must not be contacted unless they have explicitly consented to your mailing list. This is both best practice and a legal requirement under privacy regulations.

Designing a lead-scoring system

Score each response using Q5, Q6, Q7, and Q8.

• Q5 includes "Demo" or "Pricing details": +2 points
• Q6 is "Immediately" or "Within 3 months": +3 points; "Within 6 months": +1 point
• Q7 (current challenges) is filled in: +2 points
• Q8 includes "Personal consultation" or "Schedule a demo": +3 points

Responses totaling 10 or more points are hot leads. Have the sales lead review these first thing the next morning and assign owners.

Common pitfalls

Three mistakes that sink trade-show surveys:

1. Too many questions: drop-off rises sharply above 10 questions. Eight is the practical maximum — cut everything you can.

2. Forgetting to make name and email required: without contact details you cannot follow up. Keep Q1–Q3 required.

3. Product options in Q5 that only make sense to existing users: first-time visitors may not recognize product names. Include category-level or problem-based labels as well.

Using AI analysis in Repoan

After the show, run AI analysis on Q7 (current challenges) to auto-classify the open-text responses into themes such as "cost reduction," "staffing shortages," or "integration with existing tools."

• Use the themes directly to personalize the follow-up email copy
• Cross-tabulate evaluation timeline with challenge theme to design segment-specific outreach

Exporting a PDF report for the post-show debrief also gives you a concrete baseline for improving your next show appearance.