Optimize Terminal Placement
The right spot can 10x your response rate
The difference between a terminal that collects ten responses a day and one that collects a hundred? Usually two things: where it stands and what it asks. This guide covers the first part -- physical placement.
Eye level, easy reach, natural pause point. The best placement is where people already stop — after checkout, at the exit, in a waiting area. Position the device where it catches attention without interrupting flow.
Think About the Journey
Before picking a spot, map out the journey your respondents take:
- Customer experience -- walk the customer journey. The best spots are at "moments of magic": end of aisles, changing rooms, catering points, and exit doors.
- Employee experience -- think break areas: lounges, canteens, coffee machines, meeting rooms, and notice boards.
Target Dwell Zones
People are far more likely to press a button when they are already standing still. Look for places where they naturally pause:
- Queues
- Coffee machines
- Tills
- Changing cubicles
- Smoking areas
- Lunch tables
Placement Tips
Never block a path. Avoid distracting placements like the bottom of a staircase.
Well-lit areas draw more attention to the terminal.
Place terminals to the right of the walking path. Most people are right-handed and naturally look that way.
A dusty or neglected terminal sends the wrong message. Add it to your regular cleaning schedule -- see Clean Your Hardware.
Places to Avoid
People feel watched by staff and are less likely to give honest feedback.
Attention is diverted to the new surroundings. People are orienting themselves, not thinking about feedback.
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