How Superside reimagined the post-event feedback experience with Typeform

Striking designs. Beautiful work. Ultra-fast turnaround times. The team at Superside—the top 1% of global creative talent—helps some of the world's biggest brands scale in-house creative.

Superside isn't an agency. It's your on-call creative team, powered by AI and exceptional creative talent. And the events team puts on some stellar webinars, virtual summits, roundtables, and more.

A Superside event isn't your run-of-the-mill business event—it's an experience. From thoughtful content, on-point branding, and a seamless event workflow, the Superside event team has thought of everything.

But they struggled with gathering insightful post-event feedback. Without that feedback, Superside couldn't gain any actionable data to create even better events moving forward.

Until they started using Typeform for event marketing. But before we get into that, let's explore why post-event feedback matters:

• Event feedback surveys can help you gauge the success of your event, providing insights into what worked, what didn't, and how you can replicate the same success for your next event.

• Interactive event surveys get attendees to share more about the event experience—what they thought of the event, speakers, location, and where you could improve.

• Post-event feedback helps you better plan future events—from where you host an event and choose the speakers to how to create content that resonates with attendees.

• Gathering feedback also builds trust with attendees by showing that you value their input and want to plan events they'll love.

• Leveraging post-event feedback helps you make better-informed decisions. Notice trends about the event experience of different elements of your event that attendees loved (or hated)? You can make decisions based on data—not assumptions.

Post-event feedback is invaluable. But getting it isn't as simple as sending a quick event feedback survey. It requires intentional design, thoughtful questions, and balancing brevity with asking for enough feedback to get meaningful data.

3 ways Superside optimized its post-event feedback surveys with Typeform

Even businesses that put on beautiful events with high-impact speakers—like Superside—have a hard time collecting valuable feedback once the event ends. Lengthy event feedback surveys, vague responses, and a lack of engagement are often to blame.

But when Superside leveraged Typeform's interactive event surveys to measure event success, the events team started getting valuable feedback they could act on and attendee insights that revealed a significant win:

Data from Superside's post-event feedback surveys revealed a 4.8/5 attendee satisfaction score.

Let's take a look at how Superside got more—and better—data by optimizing its event feedback surveys with Typeform.

1. Only ask relevant questions

Superside events attract a large crowd—in 2024, its virtual summits brought in over 10K registrants. But when you host multi-session events, like a virtual summit, most people don't show up for every event.

Attendees typically pick and choose the sessions that are most interesting to them. So, if they get a post-event feedback survey asking about a session they didn't attend, they'll likely bounce before they get to any questions about the sessions they did attend.

Diana Kolesarova, Event Marketing Manager at Superside, wanted to create a post-event feedback survey that didn't waste people's time but also yielded crucial data about the event experience.

“It’s a little bit of the dynamic surveying that makes contribution really quick, really easy. We get quality outputs and answers from people who actually attended the sessions.” - Diana Kolesarova, Event Marketing Manager, Superside

Typeform allowed Superside to personalize questions with logic and ask different questions for people who attended different sessions. Doing so helped Superside keep attendees engaged throughout the survey with questions catered to their experience.

The result? They gathered more responses. And more relevant feedback.

2. Connect your tools

Data is only valuable if you can use it and it doesn't sit in silos across different tools and teams. Thanks to a seamless integration with its CRM, Superside keeps the data flowing between its Typeform event feedback surveys and the tools its sales team uses most.

"This is basically a flow between our CRM platforms and Typeform, which pulls in the data, and our sales team can see all the data in the tools they work in. So they’re not having to go between tools.” - Diana Kolesarova, Event Marketing Manager, Superside

Everything an attendee inputs into the post-event feedback survey automatically flows into Superside's CRM, which makes data-sharing and self-service effortless. Especially for the sales team who uses that data to tailor their follow-up.

At our Typeforum event, Diana also called out how attendee feedback allows the sales team to enrich data and personalize outreach:

"[Outreach is] more personalized based on what the event attendee shared about their experience, what kind of improvements we could make, and what they really loved.”

On top of personalization, the sales team knows which leads to prioritize because the survey asks attendees if they're interested in Superside and want a demo. That data shows up in its CRM, allowing sales to focus on their hottest sales leads.

When nearly a quarter of your attendees fall into your ideal customer profile, personalized outreach matters even more. And it seems to be working—in 2024, Superside's event program generated over $3 million in lifetime value.

3. Think strategically about design

As a company dedicated to executing exceptional creative work, beautiful design is integral to Superside's events. And while eye-catching branding and design is nice to look at, Superside viewed it as a strategic part of the overall event experience.

“All of our events at Superside have different branding. We translate that into post-event, so into surveying, into emails. This plays into the event experience.” - Diana Kolesarova, Event Marketing Manager, Superside

The event team wanted to create a sense of brand consistency from the emails to the event branding to the post-event feedback surveys—a key part of the event experience.

Using Typeform's design features, like brand kits, custom fonts and colors, and media upload options, Superside designed fully branded—and beautiful—interactive event surveys.

But it was more than just a pretty survey. Research shows that attendees recall events better when they see branding. Better recall means you get more accurate information from your attendees.

Design and user experience

Typeform's interactive event surveys continued the event experience by carrying the branding over to all post-event surveys and follow-ups.

They also let Superside personalize the event feedback survey experience with logic and ask one question at a time to create a pleasant (and high-converting) user experience.

That user experience brought in better responses and richer data that the Superside event team could actually use to pull insights and improve future events.

Challenges of collecting post-event feedback

Whether you conduct an exit poll, attendee interviews, or use event feedback surveys, collecting actionable insights can be a challenge. Here's why:

• Timing matters. Send the survey too early and you risk recency bias and attendees not having enough time to reflect. But if you send it too late, they may forget about the event entirely.

• No incentive. Event feedback surveys often struggle with low engagement because they don't incentivize anyone to fill them out. Offer small discounts or exclusive content to show attendees you value their time and feedback while encouraging completions.

• Poor survey experience. Post-event feedback surveys that are clunky, poorly designed, and ask the wrong questions make it nearly impossible to pull insightful data from responses. Attendees may abandon them or provide vague answers, which makes it difficult to get valuable insights.

• Too long. One of the biggest reasons people don't complete surveys is because they're overwhelming, with a dozen questions or more—this can lower engagement rates as attendees lose interest.

On the flip side, user-friendly, interactive event surveys (like Superside’s) drive higher response rates. Post-event feedback surveys with clear instructions and well-thought-out questions minimize cognitive load, making it less work to actually complete the survey.

And interactive elements—like dropdown menus and rating scales—make it easy to answer (vs. an open-ended question) and get through the survey quickly, boosting response rates. 

With Typeform, Superside was able to address some of the most common challenges of gathering feedback and create a post-event feedback survey that delivered insightful and actionable feedback. You can, too.

Event marketing, meet Typeform

Post-event feedback can transform your events if done right. Typeform's intuitive design abilities paired with features, like logic and multiple question types, help you get the data you need to make data-driven decisions for future events.

Did attendees appreciate the speakers? Were they overwhelmed with too many sessions at your virtual event? What did the attendees wish you did differently? A well-crafted Typeform event feedback survey encourages more responses through:

• Intuitive and customer-focused design
• A conversational flow
• Asking one question at a time
• Asking relevant questions only
• Personalization

And if you want to do more with your data, connect Typeform to the tools you already use. Integrations with your CRM and email marketing platform continue a seamless event experience that can drive sales (like with Superside) and nurture leads.

Upcoming event? Get more post-event feedback with Typeform

Whether it's a multi-event virtual summit or a one-off webinar, event feedback is crucial for continually delivering value at your next event.

Make sure you capture all of it with a survey builder designed to engage your attendees and deliver high-value data. Go ahead—create your next event feedback survey with Typeform.