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Audience Development Project 2006

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Audience Development Project 2006 Surrey Wildlife Trust Audience Development Project 2006 Report Full Report May 2006 Prepared By The Market Research Group (MRG), Bournemouth University, On Behalf of Surrey Wildlife Trust www.themarketresearchgroup.co.uk Page 1 Surrey Wildlife Trust Audience Development Project 2006 Contents of Report 1: EXECUTIVE SUMMARY...........................................................4 2: INTRODUCTION .......................................................................6 2.1: The Market Research Group (MRG)....................................................................6 2.2: Surrey Wildlife Trust (SWT) .................................................................................6 2.3: Aims of new audiences consultation....................................................................7 2.3.1: Consultation aims ................................................................................................................7 2.3.2: Consultation Objectives .......................................................................................................7 3: METHODOLOGY ......................................................................8 3.1: Target Population.................................................................................................8 3.2: Sampling Method.................................................................................................8 3.3: Sample size .........................................................................................................8 3.3: Fieldwork Timing..................................................................................................8 3.4: Data Collection.....................................................................................................8 3.5: Maximising Response..........................................................................................9 3.6: Questionnaire Design ..........................................................................................9 3.7: Data Analysis and Reporting ...............................................................................9 4: RESEARCH FINDINGS ..........................................................10 4.1: Frequency tables for Postal New Audiences survey..........................................10 4.1.1: Have you heard of Surrey Wildlife Trust? .........................................................................10 4.1.2: If ‘Yes’ where did you hear about us?................................................................................10 4.1.3: Are you a member of SWT? ..............................................................................................11 4.1.4: Do you ever take part in wildlife/conservation activities? ...................................................11 4.1.5: If you have never taken part in wildlife/conservation activities...........................................11 4.1.6: What would encourage you to become involved or move involved?..................................12 4.1.7: Is wildlife or the natural environment important to you?.....................................................12 4.1.8: How often do you go to the countryside or green outdoor space?.....................................12 4.2: Frequency tables for Web New Audiences survey ............................................20 4.3: Frequency tables for Schools survey.................................................................29 4.4: Open ended results............................................................................................36 www.themarketresearchgroup.co.uk Page 2 Surrey Wildlife Trust Audience Development Project 2006 4.4.1: New audience and Web comments. ..................................................................................36 4.4.2: School comments. .............................................................................................................36 4.5: Focus Group results...........................................................................................37 5: CONCLUSIONS & RECOMMENDATIONS ............................39 6: APPENDICES .........................................................................41 6.1: Copies of questionnaires ...................................................................................41 6.1.1: Schools questionnaire. ......................................................................................................41 6.1.2: Web and New Audience questionnaire..............................................................................43 6.2: Focus Group discussion Guide..........................................................................47 6.2.1: Focus group transcription .............................................................................................48 6.3: Survey Frequency Tabulations:-........................................................................68 6.3.1:............................................................................................................................................68 6.3.2:............................................................................................................................................68 6.3.3:............................................................................................................................................68 6.3.4:............................................................................................................................................69 6.3.5:............................................................................................................................................69 6.3.6:............................................................................................................................................69 6.3.7:............................................................................................................................................70 6.3.8:............................................................................................................................................70 6.3.9:............................................................................................................................................70 6.3.10:..........................................................................................................................................70 6.3.11:..........................................................................................................................................71 6.3.12:..........................................................................................................................................71 6.3.13:..........................................................................................................................................71 6.3.14:..........................................................................................................................................72 6.3.15:..........................................................................................................................................72 6.3.16:..........................................................................................................................................72 6.3.17:..........................................................................................................................................73 6.3.18:..........................................................................................................................................73 6.3.19:..........................................................................................................................................73 6.3.20...........................................................................................................................................73 6.3.21...........................................................................................................................................74 6.3.22...........................................................................................................................................74 6.3.23...........................................................................................................................................75 6.3.24:..........................................................................................................................................75 6.3.25:..........................................................................................................................................75 6.3.26...........................................................................................................................................76 6.3.27...........................................................................................................................................76 6.3.28...........................................................................................................................................76 6.4: Cross Tabulations..............................................................................................77 6.4.1: Are you a member of SWT by participation in wildlife/conservation activities...............77 6.5: Open ended comments......................................................................................78 6.5.1: New audience postal and Web survey open ended comments. ........................................78 6.5.2: Schools open ended comments.........................................................................................97
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