Undertaking face-to-face surveying in remote outdoor locations for the National Trust

Lyme Park is visited by a third of a million visitors each year.  Along with the House and Lake (made famous in BBC’s Pride and Prejudice), formal gardens, follies and parkland, the Estate also has 175 hectares of moorland. The Moorland situated away from the historic house can be accessed without visiting the National Trust property, as it is an open site, without fenced barriers. Very little was known about the specific audiences who visit the Moorland, their motivations, needs and interests.

Approach

Face-to-face research was undertaken on the moorland itself with those visiting.  Interviewers were briefed so they aware of the practicalities of surveying outdoors in an isolated location, and safety protocols were put in place. Interviews took place at different times of day including early morning and evenings to capture dog walkers and joggers and at different locations, with our interviewers being given maps and detailed instructions how to get to each interview point. Interviews profiled visitors in terms of demographics, about their visit, how they used the Moorland and awareness of the special qualities of the site.

Outcomes

The outcomes of the research were used to inform communication strategies to explain the necessity and rationale behind upcoming land management interventions and changes to the Moorland.

For more information please contact:

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

Photography: Image by Explore Heritage