o Xxxx indicates where information has been redacted under exemptions / exceptions in the Freedom Of Information Act 2000 and / or Environmental Information Regulations 2004.

National Visitor Survey 2014 Contract Specification

Bravo reference: ECM 6444

1. Background

National Trails

National Trails have been created over the last sixty years to provide high quality access to our most special places. Collectively, the English and Welsh National Trails are promoted as the family of National Trails and identified by the acorn symbol.

National Trails are managed locally by partnerships but within a framework of national guidance and support provided by Natural .

There are 13 established National Trails in England:

 Hadrian’s Wall Path.   Offa’s Dyke Path  &  Ridgeway  Way 

All of the Trails can be completed on foot and several can also be used by horse riders and cyclists.

The will be a National Trail and we are establishing the route in stages. The first stretches of the England Coast Path have now been opened in Weymouth Bay; in Cumbria (between Allonby and Whitehaven); and in the North East (between North Gare in Hartlepool and South Bents in Sunderland) and when it is complete, it will be one of the longest coastal routes in the world.

As part of our role of national champion, we wish to gather more robust evidence about the benefits of National Trails and particularly economic and social benefits to society. The information gathered from the 2014 visitor survey will help us to:

 Undertake a cost benefit analysis of National Trails and England Coast Path.  Identify a baseline of visitor use and experience for a future evaluation of the England Coast Path.  Understand the wider social and wellbeing benefits of providing access to the natural environment.  Inform the future investment and management of National Trails.

2. Overview of requirement

Our requirement is for a contractor to design, organise and carry out a survey to find out more about visitors to National Trails. The information gathered by the survey will feed into our monitoring and evidence programme, including that it will be used to undertake a cost benefit analysis for National Trails. The 2014 survey will be used as a baseline for future evaluation and the survey methodology will need to be repeatable.

The successful contractor will be required to:

 Develop a sampling strategy for surveying visitors to National Trails  Design a questionnaire  Organise and carry out England wide fieldwork  Complete data processing including inputting, checking and validating information  Analyse and report on the survey findings

3. Detailed requirement

3.1 Sampling strategy

Your tender should outline your approach to sampling and describe how you propose to address the issues discussed below. The successful contractor will be required to confirm and agree the final version of their sampling strategy with Natural England before fieldwork commences.

Sample size

In terms of sample size our requirements are that we would like an analysis of the data to be undertaken at both national and individual trail level.

At national level we would like an analysis of the data to be undertaken by key sub groups (age, gender, ethnicity, socio-economic group, income) as well as by the type of visitor (visits completed within a day v’s long distance visits - see definitions in Annex 1). Findings from the last all trails visitor survey in 2007 are appended at Annex 2.

At the individual trail level we would like headline findings to be produced, without detailed analysis by sub group.

We would like contractors to propose a suitable sample size to meet this requirement and provide an indication of the level of expected accuracy at both national and individual trail level. Our expectation is that the achieved sample size will be in the region of 1500-2000 completed interviews.

Sampling method and strategy

The achieved sample should be comparable with the characteristics of visits to National Trails as found in previous surveys (see Annex 2) and allow analysis by the key sub groups as set out above.

We are open to suggestions about the sampling method and strategy. Contractors should be clear about their approach and set out the strengths and limitations including details of key assumptions made.

Key issues to consider are:

 Selection of interviewing sites – we require interviewing to be undertaken on all of the National Trails in England, including open stretches of the England Coast Path1. The spatial distribution of interviews should reflect the diversity of the individual trails. A proportion of interviews must be undertaken adjacent to the people counters that have recently been installed (see details in Annex 3) but up to 2 additional sites may be suggested for each trail. Please state if you propose to include additional interview sites and indicate your selection criteria. Local trail staff will be able to give advice on suitable locations as necessary.  Popular/less popular trails – the approach will need to consider the variation in levels of use of individual trails (see footfall figures in Annex 4) and suggest strategies for dealing with this (for instance minimising the risk of not achieving the required number of interviews on less popular trails/sites).  Seasonal/temporal variation in levels of use and types of user – and how we can ensure, as far as we are able to given constraints around sample size and budget, that the achieved sample is representative of the diversity of types of use and user.  Selection of group/individual – approaches to minimising bias through strategies such as next/last birthday method.

3.2 Questionnaire design

Our information needs from the survey are set out in Annex 5. The contractor will be responsible for finalising design of the questionnaire and interview technique. We believe it will be important to limit the length of interview /number of questions and have indicated some flexibility about the information to be collected. Your tender should set out your approach to designing the questionnaire and indicate the number and type of questions you propose to include.

It will be important to use standardised question wording and categories. Where possible we would like to ensure compatibility with The Monitor of Engagement with the Natural Environment (MENE) and continuity with previous National Trail visitor surveys on key variables.

The Monitor of Engagement with the Natural Environment (MENE) survey provides statistically robust information on how the English adult population access, use and engage with the natural world. Now in its third year, the survey is jointly commissioned by Natural England, Defra and the Forestry Commission.

1 Weymouth Bay (part of the South West Coast Path); in the North East between North Gare and South Bents; in the North West between Allonby and Whitehaven

For further information and outputs from MENE, including a list of questions asked, please refer to http://www.naturalengland.org.uk/ourwork/enjoying/linkingpeople/mene/default.aspx

The successful contractor will be required to test the questionnaire before commencing fieldwork. As an indication of our expectations we suggest a sample size of 20 surveys. The final set of questions needs to be approved by Natural England before fieldwork commences.

3.3 Organise and carryout fieldwork

Your tender should describe your approach to carrying out the survey.

Interviewers should receive briefing to ensure they understand the survey and their role in it, and can collect consistent and accurate information. Please detail your approach to interview training and fieldwork.

3.4 Data processing

Your tender should describe your approach to data processing including inputting, checking and validating information. The content and format of data that will be provided should also be described.

Note that Natural England intends to use data from the survey to undertake further socio- economic analyses. The completed dataset should be clearly labelled and structured to enable further analysis.

3.5 Analysis and reporting

Your tender should describe how you propose to analyse and report the survey findings.

The final report of the survey should include:

 Sampling  Method statement  Fieldwork undertaken  Results obtained  Analysis of the findings by key sub-groups  Headline findings by trail  Lessons learned

All outputs from this contract, including all data sets provided to Natural England, will remain the property of Natural England.

4. Quality management

Your tender should describe quality procedures for all stages of the research including:

 Interviewer training  Field work, including back checking  Data inputting  Coding and data preparation  Data analysis and reporting

Please provide details of any accredited schemes that you comply with, for example the Interviewer Quality Control Scheme (IQCS) and ISO 20252.

To note, all work should comply with the MRS Code of Conduct

5. Data security

Your tender should include a statement about your procedures for data security, including data security in the field.

6. Project outputs

Key outputs from the project:

 A report of survey findings  Data files in SPSS and Excel format – to allow further in-house analysis of data  Metadata – describing key variables

All outputs of the project are required electronically, including data tables.

All outputs should be branded with the Natural England logos, as appropriate.

7. Tender process and project timetable

20 May 2014 Issue Invitation to tender 6 June 2014 ITT & Specification questions closing 11 June 2014 Tender returns 16 & 17 June 2014 Tender evaluation 18 & 19 June 2014 Post tender clarifications W/C 23 June 2014 Contract award 23 June – 18 July Questionnaire development, piloting & final survey design 2014 21 July – 30 Fieldwork November 2014 1 December – 27 Analysis February 2015 27 February 2015 Draft Report delivered 31 March 2015 Final report delivered

 An inception meeting will be held with the Project Officer and the supplier, to be held face to face in Worcester or an alternative agreed location.  A further teleconference meeting will be required after the questionnaire has been piloted to review any proposed changes to method and questionnaire content.  Teleconference updates every other week will be required for the duration of the fieldwork and analysis.  A draft report must be provided to Natural England for comment by 27 February 2015, and if required, Natural England will provide comment back by 6 March 2015.  The final report must be provided to Natural England by 31 March 2015  Post contract award, the timetable can be adjusted with our agreement so long as the draft report is provided by 27 Feb 2015.

8. EVALUATION CRITERIA - 50% Cost 50% Quality

The contract will be awarded to the tender which best fits the profile of requirements. This will be assessed by the Project Officer in consultation with relevant colleagues using the evaluation criteria detailed below. As part of the evaluation process a quality threshold will be placed on each scoring criterion identified below.

Scoring - Quality Criteria

Rating of Response Score

Very Good or Fully Compliant Submission: 9 - 10 meeting all requirements and is fully explained in comprehensive detail.

Good or Fully Compliant Submission: 7 - 8 meeting all the requirements and is explained in reasonable detail.

Satisfactory or Compliant Submission: 5 - 6 meeting the essential requirements and is explained in adequate detail.

Weak or Partially Compliant (Minor issues) Submission: 3 - 4 falls short of requirements in some areas and is poorly explained.

Unacceptable or Non Compliant (Major issues) Submission: 1 - 2 fails to meet requirements and is not explained.

As part of the tender evaluation for the contract, the following information and supporting evidence must be provided:

The information received in your tender submission will be evaluated against the following contract award criteria:

Criteria Weighting The full cost of the proposal – pricing 50% schedule see section 7 of the invitation to tender document Methodology 25% Relevant expertise & experience 10% Capacity 8% Project management 7% Sustainability Pass/Fail Health & Safety Pass/Fail

8. Information to be provided in the tender

Methodology – minimum score 7 out of 10

Our evaluation will be based on your response to the requirement as described.

Relevant expertise & experience – minimum score 7 out of 10

Please provide details of relevant expertise & experience to this tender, including experience in undertaking:  Visitor surveys in the context of public recreation.  Analysis of visitor survey data to provide detailed information on social and economic trends.  The production of reports detailing methodology and results.

Please also provide relevant experience of personnel (CVs) that will be involved in this project, including their responsibilities within the organisation. Please elect one named Project Manager as the key point of contact.

Capacity – minimum score 7 out of 10

Your tender should demonstrate that you have sufficient capacity to deliver the contract efficiently and on time. This should include details of how you will deal with the appointment and replacement of field staff.

Project Management – minimum score 7 out of 10

You will be required to organise and carryout field work at England wide locations as well as completing data inputting and reporting to tight deadlines. Please provide an outline project plan detailing how you intend to manage this project.

Please describe your approach to quality management for this project.

Agencies should have in place procedures for identifying and managing risks associated with delivering this contract. This should include your approach to risk management, and identifying potential risks to successful delivery, the likelihood of the risk occurring and possible measures to mitigate such a risk.

Sustainability – pass / fail

Please explain what your organisation is doing to incorporate sustainability within its operations. Provide an Environmental Policy or evidence of a sustainable practice. This may include any details you are able to provide in relation to steps you are taking to reduce your carbon footprint.

Health and Safety – pass / fail

The successful contractor is expected to comply with all aspects of The Health & Safety at Work Etc. Act 1974 in their operations. Where there are no statutory legislative controls the contractor shall follow the manufacturer’s or industry best practice, always ensuring personnel are properly protected, trained and competent to carry out the operations being undertaken.

 Please provide a clear and structured proposal to demonstrate your intended approach to health and safety on this project and how you ensure the requirements of health and safety legislation are met.  Please provide a copy of your company’s Health and Safety Policy and confirm what steps you take to ensure that your employees understand it and know where to refer to it.  Please provide a named contact for Health and Safety in your organisation/company.  Please provide sample risk assessments and work procedures for similar work you have been engaged in.

Please confirm that you have procedures in place to cover all of the following;

Procedure Please tick as appropriate Identifying hazards and eliminating risks (risk assessments) including lone working practices. Accident reporting, RIDDOR, investigation and learning Method statements Health & Safety audit and inspection Health hazards Site safety and first aid

Risk Assessment

The successful contractor shall carry out a suitable and sufficient risk assessment(s) for all aspects of the project and present a copy to the Natural England Project Manager (at least one week) prior to work commencing. These should be signed as having been read and understood by all those who will be working on the site.

First Aid

The Contractor is responsible for the health, safety and welfare of the contract workforce and a certified first-aider will be present at all times. The Contractor will provide appropriate first-aid equipment.

Emergency arrangements

The successful contractor will be required to provide the project manager with their lone working arrangements before commencing work.

Certification

All work is to be conducted in accordance to codes of practice and operators must hold appropriate and current training certification for any machinery or equipment they use.

Accident Reporting

The Contractor will be responsible for immediately reporting any accidents involving either their personnel or the public to the Natural England Project Officer. All incidents involving the public, however minor, are reportable under RIDDOR.

Smoking

SMOKING IS STRICTLY PROHIBITED FOR ALL PERSONNEL.

9. Key Contacts xxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxx Project Officer Procurement Adviser Natural England Natural England Block B Government Buildings, Mail Hub Block B Government Buildings, Whittington Road, Whittington Road, Worcester, WR5 2LQ Worcester, WR5 2LQ Telephone xxxxxxxxxxxxxxxx Telephone xxxxxxxxxxxxxxxxxxx Email xxxxxxxxxxxxxxxxxxxxxxx Email xxxxxxxxxxxxxxxxxxxxxxxxxx

Annex 1. Definitions

Visit A visit to a National Trail is where someone is following an off-road section of path that forms part of the route of a National Trail. There is no minimum distance, but the visitor does need to have followed part of the trail and not solely crossed the path whilst following another route. The visitor may be on foot, or possibly riding a horse or cycling depending on the status of the trail. The visitor does not need to be aware that they are on a National Trail.

Long-distance visit A long-distance visit is where someone is following the route of a National Trail and making a journey involving one or more overnight stay. The visitor does not need to be attempting to complete the whole Trail.

Annex 2. Findings from previous National Trails Visitor Surveys

A report of the 2007 user survey, the most recent face to face visitor survey to have been carried out across all of the trails:

Adobe Acrobat Document

A summary leaflet, including a profile of visitors to National Trails, published in 2005:

Annex 3. The National Trails people counter network

The map below shows the locations for the National Trails automated counter network. The equipment is recently installed and we do not yet have counts, however the locations are known to be popular with visitors and were identified by local trail mangers.

There is one counter per trail and three on the England Coast Path. Of the England Coast Path locations, the trail at Ryehope Dean was opened in March 2014 and the other two locations (Trimingham and Blue Anchor Bay) are on stretches due to open later this year/ early in 2015 and should not be included in the visitor survey.

Annex 4. Indicative counts

The attached table includes automated counter data from our local partners. Not all trails are included and the counters at many of the locations listed are no longer in operation. The figures cited in the table are the most recent full annual counts available.

Microsoft Excel 97-2003 Worksheet

Annex 5. Information Needs

The following is our expectation for the information to be gathered during fieldwork. This may be refined during discussions with the successful contractor and in the design stage of the questionnaire. Questions will usually relate to the interviewee (unless otherwise stated).

Optional questions are shown in blue.

Interview Question type Standard wording

Standard information to be recorded by the interviewer including location (grid Open text N/A ref), date and time of interview Contextual information e.g. weather, events or issues with condition of the Open text N/A trail on that day Visitor characteristics

Age group Precoded, single code Standard ONS question Gender Precoded, single code Standard ONS question Ethnicity Precoded, single code Standard ONS question Disability/long term limiting illness Precoded, single code Standard ONS question Employment status Precoded, single code Standard ONS question Household Income Precoded, single code Standard ONS question General health question (over the past Scale – good/fairly 12 months would you say your health Standard ONS question good/not good has on the whole been…) Frequency of participation in outdoor Precoded, single code MENE recreation Visit characteristics

Activities on visit Precoded, multiple MENE code Size of party Write in number of MENE adults and children With or without a dog Precoded, single code MENE Local or staying away from home Precoded, single code MENE Home postcode for UK visitors (country Open text N/A for overseas visitors) More of transport to the trail Precoded, multiple MENE code Distance travelled to the trail Precoded, single code MENE Planned duration of the visit Record in hours and minutes OR number of MENE days for long-distance visits Length of planned walk/ ride Record in miles/km NT visitor survey OPTIONAL Whether a circular route Precoded, single code Economic

Use of local services associated with their visit to the National Trail (meals; Precoded, multiple NT visitor survey local shops; cycle hire; baggage code handling) LONG DISTANCE USERS ONLY types Precoded, multiple of accommodation (camping; bunk NT visitor survey code house; b&b; hotel etc) Visit spend by category Precoded, multiple code then write in full MENE amount for each category Whether this is a repeat or first time visit Precoded, single code (to this place/ trail/ any National Trail) If this wasn’t a National Trail would you: still come here anyway/ go for a walk/ride somewhere else nearby/visit a different National Trail (or other long Precoded, single code distance promoted route)/ be doing something different Awareness of National Trails

Awareness the path is part of a National Precoded, single code NT visitor survey Trail prior to visit What influence, if any, did this path New question, adapted being a National Trail have on your Precoded, single code from Visit England decision to come here today survey In what way did it influence your New question, adapted Precoded, multiple decision to come here today from Visit England codes survey If you had not visited here today, what New question, adapted would you have been most likely to do Precoded, single code from Visit England instead survey OPTIONAL - Recognition of acorn Precoded, single code NT visitor survey symbol OPTIONAL - What do they think makes Precoded, multiple NT visitor survey NTs special code Motivation

Motivation for being outdoors on a Precoded, multiple NT visitor survey National Trail code Reasons for choosing this particular Precoded, multiple NT visitor survey path /being at this location code Health and wellbeing benefits+

Standardised fitness measure (in the past week, on how many days have you done a total of 30 mins or more of Write in number of days ONS standard question physical activity, which was enough to raise your breathing rate?) And on average, how many of those Precoded, single code sessions occur on this path? If you couldn’t exercise here, what would you do? Precoded, single code OPTIONAL - How satisfied are you with ONS subjective Scale 0-10 your life nowadays? wellbeing measure OPTIONAL - To what extent do you feel ONS subjective Scale 0-10 that the things you do in your life are wellbeing measure worthwhile? OPTIONAL - How happy did you feel ONS subjective Scale 0-10 yesterday? wellbeing measure OPTIONAL - How anxious did you feel ONS subjective Scale 0-10 yesterday? wellbeing measure Quality of experience

Outcomes from visit: I enjoyed it It made me feel calm and relaxed It made me feel refreshed and Scale – strongly revitalised disagree/ strongly MENE I took time to appreciate my agree surroundings I learned something new about nature I felt close to nature Overall visit experience Scale – very good/very NT visitor survey poor