Highland cow grazing at the Yorkshire Sculpture Park

Enabling Yorkshire Sculpture Park to improve visitors’ experience

For cultural destinations across the UK, understanding the visitor experience is crucial to deliver exceptional offerings, attract future visitors, and secure public funding. The Yorkshire Sculpture Park sought to utilise audience insights to sustain, develop, and enhance their world-class artistic offer and meet their visitors’ needs.

Approach

Since 2015, Qa have used annual visitor surveys to gather audience insights. To ensure a diverse range of visitors were engaged in the research, Qa conducted surveys online and on-site. The surveys were conducted over the course of the year, meaning the research could account for changes in the programme and capture the views of different visitor types. In 2023/24, we engaged with over 2000 visitors.

Outcome

Since the visitor surveys began in 2015, our research has provided the Yorkshire Sculpture Park with valuable longitudinal data, allowing them to track and understand changes in their audience’s needs and profile over nearly a decade. These audience insights have helped them to refine and enhance their offerings, as well as to present detailed visitor information to funding organisations such as Arts Council England.

For more information please contact:

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

Photography: Mario Tuzon on Unsplash