Quick Response (QR) codes are barcodes that, when scanned by a smartphone/computer tablet camera, take you to a specific webpage. First developed in the 1990s, it is anticipated that the year 2020 will see the rise of the QR code in the UK as the Coronavirus pandemic is necessitating contactless engagement in many situations, from ordering a meal in a restaurant to uncovering the answer in home-schooling.
As cultural venues are carefully reopening, we would encourage you to consider using QR codes to deliver your Toolkit survey, making it easy for people to access the surveys and helping you to continue to build the picture of your work’s impact on those that experience it. They are a great, contactless and resource-light option for organisations that are committed to obtaining customer feedback.

But, in practice, how can this be arranged?

Once you have set up your evaluation and survey in your Toolkit account, you will need to access a QR code generator on a third-party website. You would simply copy the ‘Online’ link and paste it into the QR code generator. One that we have used on multiple occasions is QR Code Monkey. There are of course many others available, but we like this one because:

  • It is free to use
  • It is straightforward with no jargon
  • It takes less than two minutes to generate the code
  • You can customise the code with your own colour scheme and even a little logo
  • You can save the code in a really high resolution, so ideal for printing at a large size

Once you have the QR code, it can be displayed anywhere, such as on posters around the work you’re evaluating or on a visitor’s exit from a cultural space. If you are opening an onsite café, you could even have the QR code displayed where the socially-distanced queue would be,

“Whilst waiting for your latte, why not tell us what you think of the exhibition?”

So, in short, why do we suggest you look at using QR codes to obtaining vital customer feedback?

  • It is contactless for both you and the visitor
  • It is quick, easy and free
  • It is resource-light for you
  • You can collect many survey responses simultaneously

As always, there are a couple of things to flag:

  • It is necessary to have an Internet connection in order for the survey response to be saved, and therefore it is best used in a location with either WiFi or a 3G/4G connection.
  • In order to maintain the contactless element, it is necessary for the respondent to use their own device (be it a smartphone or tablet computer). This does mean that you will be targeting a specific demographic; therefore, it might be that you choose to use another delivery method to supplement the QR codes.

Maintaining the contactless approach to receive feedback is challenging if your audience does not have a smartphone. In this instance, it might be necessary to have a minimal contact approach where the URL to access the survey is printed on a postcard and offered to the audience member to take home. They could then access the survey from their own device at home. If the postcards are produced 48 hours in advance of their needed time, and are not touched by bare hands from this moment, the likelihood of any transmission of the virus is minimal. Alternatively, if a work is ticketed, the survey’s Online URL could be emailed to ticket holders after their attendance.

Now more than ever, having data to contribute to your organisation’s value story will be of great worth as you look to understand your audience’s approach to experiencing your work and develop your upcoming programme accordingly. Using QR codes to distribute a public survey can assist you in achieving this insight whilst adhering to necessary contactless measures.
If you would like to have a conversation with the team at Counting What Counts about how you have used QR codes to gather insight or you require further support, please do not hesitate to get in touch.




Featured image credit: Mitya Ivanov via Unsplash

Second image credit: Gilber Franco via Unsplash