Uncovering how to get local audiences to visit this National Trust property

Birmingham Back to Backs are a National Trust property in the heart of the city, which present the history of the workers who lived there across different time periods.  The site was frequently described as a “hidden gem” but one local residents were unaware of; and this in essence was the challenge posed by the research.

Approach

Qa conducted qualitative research with key under-represented audiences of potential local visitors, covering different life stages and demographics. The research involved participants physically visiting the property, going on a guided tour and providing photographic, video and text feedback about this, uncovering their feedback on the experience via an easy-to-use diary app. Participants then took part in group discussions and further activities to explore the appeal and relevance of various potential developments, exhibitions and events.

Outcomes

The approach provided rich feedback and has helped the National Trust better understand local target audiences and how to engage with them.  The findings provided several ‘quick wins’, along with recommendations for medium term strategic and tactical developments to raise the profile and awareness of the site, feedback on existing elements which should not be lost in any changes and what potential developments had the broadest appeal.

“Working with the team at Qa Research was a really easy process, they listened to what we needed and helped to refine our brief to get the best result. The final report was easy and engaging to read and the presentation to our project board was really professional”.

For more information please contact:

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

Photography: Photo by freepik