November 17, 2019

A New Age of Speaker Programs: QR Codes


Tyler Cusmina

Senior Market Research Manager, TL Health

Over the past couple of weeks, we have been discussing a new era of technologies that are bringing speaker programs to a new level. New advancements in Question and Answer (Q+A) sessions and in-program polling are helping to make programs more engaging and valuable for attendees.

With the coronavirus pandemic, touch-free solutions to interact with customers have become a priority.  QR Codes, launched in the early 2000s, have found a new life in the wake of the pandemic, kickstarting a touchless world.  In this article, we will discuss the importance of capturing audience feedback and why QR codes are making this easier than ever before.

The Benefits of Capturing Audience Feedback

Without listening to your customers, you have no idea if they are finding value in your speaker programs or not; and in an era where everyone is vying for your customers’ precious time, you simply cannot afford not to listen to them!

We are all different and the way we want to receive information is different too. What may work for one of your audiences, may not work for another. By listening to and understanding your audience, you can build speaker programs that are exactly tailored to their specific needs, while also uncovering new trends that are occurring within your market.

Capturing audience feedback also provides you the ability to understand when program material is outdated and needs to be retired. This will help you best maximize your promotional spend as you will no longer be spending money on programs audiences no longer find current or relevant.

A New Era of Capturing Audience Feedback

Apple’s 2017 iOS 11 update allows QR codes to be scanned directly through the camera.  This is a game changer for QR codes as even the latest Android smartphones have made QR code scanning a native feature. Not only have QR codes managed to overcome the hurdle of downloading an additional app, but the average internet speed has also increased, which allows consumers to scan QR codes fast.

At TL Health, we are now using QR codes to grant consumers access to our surveys, in-program polling platforms and Q+A sessions. QR codes eliminate attendees’ typing errors and take away the inconvenience of having to enter in a long URL into a web page.  QR codes can be displayed on a PowerPoint slide or printed and distributed at live events.  Point and click and you are now engaging with the brand with minimal work on your end.

In a COVID world where we are trying to minimize contact, QR codes are gaining in popularity. For example, many restaurants are using QR codes in place of physical menus. As people get more and more used to using QR codes in their daily lives, the hurdle to using them for market research will decrease, thus raising completion rates even higher.


Listening to your customers is key to the success of your business. Although this is a vital process for your brand, it can be difficult to get enough customers to provide you with their feedback. QR codes help increase completion rates by making the process simple and seamless for your customers.

In light of the pandemic, QR codes are becoming even more relevant and as consumers become more and more used to them, you can expect your completion rates to increase as well, providing you with more insights that will help you deliver a product offering perfectly tailored to your customers’ unique needs.


Tyler Cusmina

Tyler has seven years of pharmaceutical experience working in Market Research and Pharmaceutical Sales. Tyler holds a BA in Marketing from the Temple University Fox School of Business and a Certificate of Proficiency in Quantitative Analysis Field Of Study Data Analysis from the Burke Institute.

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