Better understanding visitors to Wales
Why the client needed the research
Visit Wales required this research to support two business objectives:
To better understand the motivations, needs and behaviour of visitors to Wales
To provide a cost-effective platform for local authorities and other interested bodies to use in order to buy-in with their own questions
Our approach
During the key months of April to September 2009 visitors to Wales are interviewed face to face at sites across Wales.
They are then recruited for an online (CAWI) follow-up survey in order to understand more fully the experiences of their trip to Wales. Statistical analysis will enable a more detailed investigation into visitor type, motivation and rating of experience.
Other local authorities and interested bodies have bought into the survey either by boosting the volume of interviews at local levels, in order to have a more robust base with which to analyse the data, or by adding their own questions to relevant locations. This approach allows the bodies to understand more specific issues pertinent to them.
We have adopted a flexible and easy-to-understand approach to enable buy-in at any point throughout the survey.
The outcome
Our approach means that Visit Wales will better understand the profile, motivations, nature of trips and attitudes to their experience including emotional proximity with Wales. We are also able to compare pre-visit expectations and attitudes with the experience itself. Visit Wales has the added benefit of engaging more effectively with local authorities and other bodies, via this platform.
What the client said
Beaufort Research have proved their project management skills and flexibility with this project to date. This has been a difficult project with 3rd parties being incorporated at various stages along the way, however the team at Beaufort have worked this into the original plans seamlessly.
