Hello,
Please could I have some help to gather some benchmarking data to inform some changes I'm looking to make to our post-visit survey. Is anyone able to share the response rate you get from your post visit surveys - and, if possible, roughly how long your survey is? (roughly 5 questions? Roughly 10? Roughly 50?)
Thanks very much!
Hey Isabella,
I've done some digging on this as response rate is not a metric we usually track (but will be from now on!).
Our 'Rolling Research' post-visit survey is conducted throughout the year on two main channels, on-site by fieldworkers, and online where it is sent to anyone who books a ticket specifically for Gallery Entry (this is not mandatory so does not go to all visitors). We also send out exhibition-specific post-visit surveys to those who attend exhibitions. These are shorter and have different levels of engagement. Do let me know if you would like detail on these too.
As Alison already mentioned, the General post-visit survey consists of approximately 50 questions (some conditional on other responses, e.g. we only ask for your region if you respond that you are from the UK), and takes approximately 12-15 minutes to complete.
The on-site fieldwork is conducted by an external agency and they estimate that the refusal rate for the survey is ~67%. i.e. about 33% of on-site visitors who are asked to complete the survey, do so.
As for the online completes, since April 2023, the response rate has been 9.4% (Survey completes divided by survey sends).
Happy to help with any more information if you need!
Best,Stefano
Thanks Stefano! Interesting to hear the on site and online response rates, thanks for sharing. Isabella