Herefordshire Wildlife Trust

Project Leads

Scott Sullivan

Queenswood Country Park Audience Insights

Herefordshire Wildlife Trust (HWT) has recently tasked Resources for Change (R4C) to assist them to better understand their audiences at Queenswood Country Park, to enable evidence-based strategic planning as part of a Heritage Fund scheme.

R4C started by delivering a collaborative planning exercise with HWT to develop a co-produced audience research plan.  This led to a range of public consultation activities including an online survey, focus groups, consultation stalls and a mystery shopper assessment of nearby competitor sites. Whilst R4C led the survey, focus groups and mystery shopper visits, the stalls were delivered by Trust staff and volunteers following training and support.

The work successfully consolidated existing evidence whilst capturing new data (reaching a statistically significant sample size) enabling more robust insights into visitor numbers, their profile and the motivations and barriers affecting their engagement with the site.  Bespoke audience segments for Queenswood were identified, working within an existing segmentation framework used by the Wildlife Trusts.  12 key recommendations were identified that will help inform future internal planning.