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