Examples by what we do:
Planning & Strategy
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Heritage Lottery Fund Projects
Examples by sector:
Museums and heritage
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Outdoor and nature reserves
Attraction Development and Research at Rutland Water
Getting to know visitors and non-visitors and testing conceptsIn a nutshell
Anglian Water engages with over 2 million visitors a year across all their water parks. When they came to us they were ready to undertake significant attraction development, starting with their flagship site – Rutland Water. Ahead of developing concepts they needed to develop a comprehensive understanding of the markets available to them and then to test concepts.
Their challenge was to understand more about their visitors, who the potential market was and to test attraction development concepts on that market. Undertaken by our research entity Vivid View, we designed a research project with a sample of 3000 visitors and potential visitors.
The focus of the research project was on the 4 largest Water Parks at Rutland, Grafham, Pitsford and Alton Water.
Anglian Water Parks
Anglian Water Parks is a group of recreational parks offering visitors activities like bird watching and water sports, fishing, cycling and boat trips. At Rutland Water the offer is more comprehensive with heritage and a nationally significant nature reserve. Together the water parks attract over 2 million visitors a year.
How we got involved?
With our research entity Vivid View, we designed a program of research that would give Anglian Water the complete picture of user and non-user profiles and an illuminating reaction to their concepts, all of which would guide their strategic direction. We did this with:
- Results from over 3000 questionnaires, both visitors and non-visitors represented equally, with questions focusing on people’s perceptions of the Parks and their reactions to potential developments
- A clear, comprehensive report on our findings taken back to the team and analysed; full of visuals and highlighting the most relevant, take-away information, our final report could be easily used in the development process of new activities upholding AWP’s message
- Our analysis of the research sample included MOSAIC profiling, to provide an understanding of the socio-demographic and geo-demographic differences between park visitors and non-visitors and explore opportunities for increasing visitor numbers and relevance to target communities
We were able to illuminate for team AWP the best ways to engage with visitors and attract non-visitors by being more present and active in the community and spreading awareness of all four parks. Where there was a lack of awareness of the parks, we were able to show the sources of this disengagement and suggest solutions.
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