Case Study

Leeds City Council Museums and Galleries Visitor Survey

The Project At a glance… City Council commissioned Enventure Research to undertake a Visitor Survey across all its Museums and Galleries, which receive over 800,000 visitors each year, to find out Visitor survey more about its customers, their impressions and experiences. Face-to-face exit Research Methods interviews A questionnaire was developed by Enventure Research and which asked questions relating to visitors’ impressions of the museum or gallery they had visited, their Rating of satisfaction and experiences of visiting, why they were visiting the museums or galleries and how they had customer experience heard about the attraction. Survey carried out at The survey was administered face-to-face by Enventure’s experienced interviewers as multiple locations visitors were leaving the museum or gallery. In total, almost 1,000 visitors took part in the Robust sample size survey across seven different attractions, including , , achieved , and . Findings used to better Benefits to Client understand visitors and Enventure collated all the data from the survey, their reasons for visiting analysed the results and presented the findings to each attraction Leeds City Council in a report. The report is currently being used by the council to help improve the museums service, enable greater understanding of who visitors are and their motivation to visit, increase visitor numbers, attract ‘harder to reach’ audiences and tailor marketing planning and promotion to target audiences.

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