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RateNow, GuideDifferences between Customer Survey Machine: Smiley Feedback Buttons vs. Smiley Feedback Tablet
Discover the best way to collect customer feedback on-site: with a quick tap or a more detailed survey
Customer Survey Machine, whether using Smiley Feedback Buttons or a Smiley Feedback Tablet, are two highly effective solutions to listen to customers in real time. Both stand out for their ease of use, high participation rates, and guaranteed anonymity, encouraging users to share their opinions freely.
Diana Bardales, 2025 
7 min 
Imagine you’ve just passed airport security. In front of you, a small totem with colorful satisfaction faces invites you to rate your experience. Quick, simple, and anonymous.
The main difference between both formats lies in the level of feedback detail.
Now switch the scene: you visit a museum and at the end of the tour you find a touchscreen where you can not only express your level of satisfaction, but also explain which exhibition you liked most and why. Two different experiences, two complementary ways of collecting real-time feedback thanks to a Customer Survey Machine.
When it comes to listening to customers, both Smiley Feedback Buttons and Smiley Feedback Tablet have become leading solutions. They share simplicity and high participation rates, but meet different needs.
Smiley Feedback Buttons
Ideal for collecting quick, transactional feedback. With a single tap, users can instantly and anonymously rate their experience, ensuring extremely honest responses. They are the best option for high-traffic areas with no access to power.
Smiley Feedback Tablet
Designed for longer, more reflective experiences, where users are willing to spend a few extra seconds giving feedback. Through interactive surveys, they not only measure satisfaction but also capture the reasons behind it and gather qualitative comments.
Comparison Between Smiley Feedback Buttons and Smiley Feedback Tablet
| Feature | Smiley Feedback Button | Smiley Feedback Tablet |
|---|---|---|
| Interface | Physical buttons with satisfaction smileys | Interactive touchscreen (10" tablet) |
| Survey type | Single question | Multiple questions |
| Objective | Collect feedback at a specific touchpoint in high-traffic areas | Discover reasons for dissatisfaction and gather qualitative insights |
| Use | Immediate feedback, fast transactions | Evaluate longer, more reflective experiences |
| Power supply | Battery (up to 3 years) | Electrical connection |
| Connectivity | SIM data, no WiFi required | SIM data, no WiFi required |
| Installation | Plug & Play, simple setup | Plug & Play |
| Formats | Freestanding, wall-mounted, or counter totem | Freestanding, wall-mounted, or counter totem |
| Use cases | Airports, stations, restrooms, high-traffic areas | Stores, offices, museums, hospitals |
| Data depth | Basic: instant satisfaction | Complete: satisfaction + reasons + comments |
| Smileys | 4 or 5, ascending or descending order | 3, 4, or 5 in any direction |
| Participation rate | 5–15% | 10–20% |
| Extras | Can include QR to expand survey | Full customization (questions, colors, etc.) |
Beyond the table: key differences between Customer Survey Machine
The main difference between both formats lies in the level of feedback detail.
Smiley Feedback Buttons are designed to gather “on-the-spot” feedback with one quick question, usually represented by smiley faces. This makes them ideal for environments with high foot traffic—airports, stations, restrooms—where the priority is collecting a large volume of responses quickly.
In contrast, the Smiley Feedback Tablet allows users to go through multiple questions: an initial rating, a follow-up question to understand the “why,” and an open comment box. At RateNow, the number of questions is unlimited—unlike competitors. This enables deeper analysis, making it ideal for longer or more reflective experiences, such as museum visits, hospital stays, or retail shopping.
Regarding participation, both formats outperform online surveys, reaching very high rates: around 25% for Smiley Feedback Buttons and 15% for Smiley Feedback Tablets, depending on the sector and environment. They also differ in data depth: while buttons offer basic immediate satisfaction data, touchscreens reveal the reasons behind each rating and collect qualitative insights.
Finally, each option includes extra features that add value.
- Smiley Feedback Buttons can be complemented with a QR code for an extended survey
- Smiley Feedback Tablets offer full customization—number of questions, text, colors, icons, and conditional flows—making them far more flexible.
How to choose the right Customer Survey Machine: for your company?
Choosing between buttons and tablet doesn’t depend only on technology, but on your goals and context. Before deciding, consider three key aspects:
What do you want to measure?
If you need a fast, high-volume pulse on satisfaction at a specific touchpoint, buttons are enough.
If you want to understand the “why” and gather qualitative insight, the tablet is the best choice.
Where will it be installed?
In high-traffic spaces such as stations or airports, the speed of buttons ensures high participation with no waiting.
In quieter environments like hospitals, offices or museums, a tablet provides more valuable, detailed feedback.
What level of analysis do you need?
For immediate reporting and quantitative data, Smiley Feedback Buttons are perfect.
If you require deeper, segmented analysis with customer comments, the Smiley Terminal Tablet version will be more useful.
Ultimately, both solutions are effective, but success depends on aligning the choice with your sector, location, and measurement goals.
- Smiley Feedback Buttons: maximum simplicity and response volume.
- Smiley Feedback Tablet: deeper, richer insights.
At RateNow, we believe it’s not about choosing one or the other—but combining them strategically. This way, you capture both the quick pulse of thousands of customers and the detailed feedback that explains their scores, turning every opinion into a real improvement opportunity.
Contact us and discover everything you can achieve by listening to your audience in real time.
What is the difference between a smiley feedback button device and a smiley feedback tablet? 
The main difference lies in the level of detail of the feedback they collect:
The smiley feedback button device captures a quick rating with a single touch, ideal for high-traffic environments where the user cannot stop. It delivers immediate quantitative data and a high volume of responses.
The smiley feedback tablet allows multiple questions to be chained: an initial rating, a follow-up question to understand the reason, and an open comments box. It is the most suitable option when the goal is to understand the why behind each rating.
The smiley feedback button device captures a quick rating with a single touch, ideal for high-traffic environments where the user cannot stop. It delivers immediate quantitative data and a high volume of responses.
The smiley feedback tablet allows multiple questions to be chained: an initial rating, a follow-up question to understand the reason, and an open comments box. It is the most suitable option when the goal is to understand the why behind each rating.
Can smiley button devices and tablets be combined?
Yes, and it is highly recommended. Both solutions are complementary: the buttons capture the massive volume of responses at high-traffic points, while the tablets provide the depth and context needed to understand the ratings. Combining them allows you to have both the quick view from thousands of customers and the details that explain their opinions. Additionally, smiley button devices can include a QR code linking to a more complete survey, integrating both methodologies at the same touchpoint.
What should I consider when choosing between buttons and tablet?
Before choosing, it is worth answering three key questions:
What do you want to measure? If you are looking for a quick satisfaction data point, buttons are sufficient. If you need to understand the why, the tablet is the best option.
Where will it be installed? In high-traffic spaces, buttons ensure participation without waiting. In quieter environments, the tablet adds more value.
What level of analysis do you need? For immediate quantitative data, buttons. For segmented analysis with qualitative comments, the tablet.
What do you want to measure? If you are looking for a quick satisfaction data point, buttons are sufficient. If you need to understand the why, the tablet is the best option.
Where will it be installed? In high-traffic spaces, buttons ensure participation without waiting. In quieter environments, the tablet adds more value.
What level of analysis do you need? For immediate quantitative data, buttons. For segmented analysis with qualitative comments, the tablet.
Why trust RateNow for smiley feedback terminals?
RateNow is an expert in in-situ feedback with thousands of devices deployed worldwide, including all airports in Spain. It offers both smiley button devices and smiley feedback tablets, along with specialised advice to help each organisation choose the most suitable solution and turn every opinion into a real improvement opportunity.
Tell us about your project and get:
Best practices applied to your industry Surveys tailored to your needs Demo of our analytics platform A customized quotationⓘ No commitment
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