There’s nothing boring about surveys. That’s what the brands that have built inspiring activations around them would say, and we agree.
From a vintage telephone that captures flavor preferences to an AI-powered pet portrait that doubles as a recruiting tool, brands and show organizers are finding creative ways to weave research into activations attendees actually want to engage with. The payoff? Insight and fan love.
Forest Pine or Chocolate Milano?
Torani was on the road this year with a Treat Truck tour, where attendees go all out with drink customization and also share insight about next Feature Flavor.
At the heart of the experience was a “Flavor Tip Line,” a vintage-inspired, social-share worthy telephone where visitors can “call in” and share their favorite flavor, providing the brand with valuable market research on how flavor preferences are evolving across the U.S. in real time.
Personalized dirty sodas, flavored coffees and fruit-centric refreshers sweetened the deal. Fans could also vote on social media to determine each city’s “Flavor of the City,” a reflection of local taste and beverage culture.
Burger and a Shake
ZippyPaws invited attendees to “Build-A-Meal” with it’s diner-themed toys at the recent SuperZoo 2026.
In return, they had to take a photo in the photo booth, share it on socials and follow the brand on Instagram or TikTok, as well as scan a QR code to take a survey. The survey included six questions about how they knew about the brand, how they usually purchased the products, favorite materials, NPS, and open suggestions.
With the line snaking around the exhibit, there was ample time to share insight before getting to their 50-style counter to pick up your plush burger and fries.
Boba Bar Research
At Groceryshop 2026, attendees flocked to the Boba Bar for that 3 p.m. sugar rush and while waiting for their Hong Kong Milk Tea or Strawberry Matcha they could tap or scan to give feedback about the event.
With food and beverage consistently a priority for conference attendees, the placement of this opportunity couldn’t have been more strategic. And Strawberry Popping Boba topping only added to the NPS.
Related:
- Survey Says: How One Event Turned AI-powered Feedback into Action
- Survey Says: How to Answer ‘What If We Were Not Here?’
Pet Portrait Love
At VMX 2025, the Veterinary North American Veterinary Community, which owns the show, wanted to know more about attendees’ career plans—cue an AI-powered Pet Portrait activation.
Attendees could upload a photo of their pet to be transformed by AI into a unique giveaway and in the process they were asked survey questions, such as their vet school and graduation year, and, “Are you interested in a career change?” with Yes, No, and Always Open to conversations as options, along with providing their name and email.
Some 12,000 portraits were generated, with more than 25,000 participants engaged. (Partner: Snapbar)
Talk to the Koala Paw
Avocados Australia wanted to research avocado-consuming trends along with boosting brand awareness at Asia Fruit Logistica 2026 in Hong Kong.
Building on its success as a mobile activation featuring avocado-branded trucks, the organization brought a similar concept to the show floor, where over 500 attendees answered questions about their avocado purchasing behavior, providing actionable insight into future marketing activities, all for a chance to touch a soft “koala paw.”
“It was a really fun moment for our audience and a great conversation starter,” says Flora Zhang, general manager of export at Avocados Australia. “People loved interacting with the koala paw and the koala plushies we gave away.”
Have a measurement story idea? Reach out to EM’s editor-at-large Anna Huddleston.
