Using QR codes effectively for your survey data collection

To support organisations using, or considering to use, QR codes to collect Audience Finder survey data, known as an onsite e-survey methodology, within venues, we have complied some tip tips on best practice and some of our findings from users who are using this methodology (survey format) successfully.

How does it work?

Collecting Audience Finder survey in an onsite e-survey methodology, via a QR code, is a quick and easy way to collect survey responses from audiences, without the need for staff or fieldworkers to survey audiences directly.

An onsite e-survey methodology phrases your survey questions for audiences in the correct tense for when they are reading them within, or, directly after visiting your venue, as of the data entry paper and tablet surveys, but, in a self-led capacity (as you would read it on a digital screen rather than be asked by a person, as of e-surveys).

When choosing premium/bespoke questions for your survey, as for paper and tablet surveys, audiences are likely to fill this out while in your venue; so make sure your survey only asks the questions you really need. Stick with the core survey if you are unsure, it is important to make sure it is not too long, as this can have a big impact on total responses completed.

Once you have confirmed the details of your survey, our team will set up in this methodology, and you can quickly turn the survey link, accessible from your Audience Finder Original Homepage, into a QR code in the format of your choice via a number of recommended websites within a few clicks. You are ready to go with collecting data using a QR code.

Deploying the QR code within your organisation

We’d recommend displaying the QR code in at least A3 size or larger with brief but clear instructions as to why you are collecting data and how to access the QR code, simply by scanning your smartphone camera on the image. Any smaller than A3, and it can get easily missed by passing visitors.

For the locations themselves, choose the most visible and accessible locations in your venue/s, where audiences can easily stop and access the code via their phones, such as entrances with open spaces or seating areas. Or, even better, close to where they can sit down and complete the survey, such as in your cafe or bar.

Getting the best results from your data collection using QR codes

Since the first lockdown, through ongoing response rates and from verbal feedback from organisations, we have seen that, in addition to the correct positioning and messaging when displaying your QR code, staff play an important role. In organisations where the front of house staff are actively prompting visitors to fill out the survey, the response rates are considerably higher than elsewhere.

As of collection through paper and tablet surveys, staff actively understanding the process and why the data is being collected that can be used to highlight to visitors proactively makes a pivotal difference for overall data collection.

Depending on capacity, using QR codes alongside e-surveying to bookers would also be recommended, giving respondents different options of how to provide data. QR codes can also be effectively used alongside e-surveying to reach visitors who may not be bookers; for example, they are visiting the bar/restaurant, ensuring that an effective and robust sample of your organisation’s whole audience is reached, not just the bookers themselves.

Let us know your experience of using QR codes for survey data collection or if you have any questions in the comments below.