Uncovering visitor insights at multiple National Trust sites

Cultural attractions across the country face the challenge of attracting new audiences, whilst still appealing to existing visitors to maintain high visitor numbers. National Trust sites are no exception. From historic properties to outdoor spaces, National Trust sites seek to understand their audiences—both current and potential—to broaden their appeal. To achieve this, the National Trust has commissioned Qa to conduct visitor research at several sites, including Blickling Estate, Wimpole Estate, Lyme Park, and outdoor locations in the Lake District.

Approach

Qa has employed a variety of innovative research methods to gather audience insights, tailoring our approach to the specific goals of each National Trust site. We have conducted face-to-face surveys with visitors at sites, even reaching remote locations like Lyme Park Moorland. Using online surveys, we have also gathered insights from potential audiences in the surrounding area, helping each site to understand how they can expand their appeal.

Outcome

Our visitor research has provided National Trust sites with a deeper understanding of their audience, identifying the needs, wants and perceptions of existing and potential visitors. Our research has also outlined the demographic profile of those who visit, or are likely to visit a site, helping them understand what can be done to attract a diverse range of visitors. National Trust sites have used these insights to develop and enhance their offer, widening their appeal to attract greater numbers of visitors.]#

For more information please contact:

Nick How  Research Director
nick.how@qaresearch.co.uk
01904 632039

Photography: Nat Callaghan on Unsplash