Case study: Aero Space Kinross
Aero Space Kinross (ASK) ‘will be a uniquely themed aviation, astronomy and space flight discovery centre based in the heart of Scotland. The opportunity exists to create a very different, immersive experience which has appeal to families and schools, as well as those who are enthusiastic about space, aviation, science and engineering.
Scotinform was commissioned by ASK to conduct primary research with a focus on audience profiling to build upon research previously conducted by a University on ASK’s behalf.
The findings from Scotinform’s study aimed to provide ASK with insight into its potential visitors residing in core residential market catchments and to inform the development of the offer, including interpretation, presentation of content, marketing platforms and key marketing messages.
In the first instance, Scotinform prepared a profile of residents living within a 30, 60 and 90 minute drivetime of the proposed Kinross site. For each of the key segments identified in our analysis we reported the Mosaic Scotland Group and demographic profile (including age, household income, household composition, number of children, household tenure), internet usage, communication preference, preferred leisure activities, donations to charity etc.
We then prepared an online survey for distribution across a 90 minute drivetime from Kinross with a focus of family groups. The aim of the survey was to capture feedback from potential visitors regarding their level of interest in space, STEM, and the new centre. We also captured willingness to travel to the centre, expectations regarding content and interpretation, to whom respondents anticipate the centre would appeal and how much they would be willing to pay for the experience.
The survey was distributed via the Scotinform Cultural Panel many of whom live within a 90 minute drive time of Kinross, ASK’s database of contacts, and via social media sites. .
On completion of both elements of the study – Mosaic profiling and online survey – we produced detailed reports and presented the findings to the client group and ASK’s Board Members.
The data captured through this study will be used by ASK to inform the development of its site to ensure that, once opened, it provides the immersive experience which has significant appeal for all those with an interest in space, aviation, science and engineering.
“The Scotinform team produced high quality research findings which clearly identified our target audience profile. Their independent survey results provided really helpful assurance on our business case assumptions on the likes of realistic visitor number and spend expectations. At all times, expectations were exceeded and it was a pleasure to deal with Sheena and Helen. We’ll certainly use Scotinform again!”
Alisdair Stewart, Chairman, Aero Space Scientific Educational Trust
We understand the value of profiling visitors/potential visitors to help clients better understand primary target markets.
The data produced, through Mosaic, is of use to a client’s marketing agencies and media buyers.
We work closely with clients to ensure that surveys include content which will elicit meaningful data and prepare reports which present findings which can be shared and actioned.
We are happy to present our findings at Board level and to key stakeholders where required.