For visitor attractions, this includes questions like:

🎟️ How many friends or family did you attend with today? Who did you come with?
You can answer this with party size and analysis on your ticketing data. It’s also why it’s useful to be as granular as you can with your ticket type (e.g. child 0 – 2, child 3 – 5, child 5 – 10), even if the ticket price is the same and to ticket babies or kids, even if they’re free.

🍕 Did you eat / shop / park etc as part of your visit?
Use data from these point of sale systems against your visitation to see the transaction rate and basket size (and in the case of food and beverage, PAX). For more, install footfall cameras to check your capture rate into a retail space.

😐 How satisfied were you with your visit?
This is better asked as a standardized Net Promoter Score (NPS) question rather than multi choice or a scale of 1 – 100. Make sure to include a freeform comment area!

🚗 How far did you travel to get here?
With a zip or postal code (ideally captured on the ticket), you can work out distance travelled as the crow flies and by drive time. If your location isn’t ticketed, a zip or postal code can do double duty here.

🚻 What’s your age / gender / income / education / ethnicity?
These can be uncomfortable questions to ask a visitor in the context of an exit survey, especially if it is conducted in person. With a zip or postal code, you can compare your entire audience to census data for this information. While census data has its own flaws, this approach also means you’re understanding audience diversity across all visitors, not a survey sample size.

🪪 Are you a member?
Ideally, track each member visit with a member card scan or member ID on the ticket, or at least a separate ticket type.

🧭 What spaces did you see?
Use footfall cameras or location analytics to see what your visitor’s activation rate is like through various spaces.

⏰ How long did you spend in your visit?
You can get this data from location analytics, bag check, parking, or even Google My Business.