Case study: Musselburgh Racecourse
Musselburgh Racecourse, located to the east of Edinburgh, has a well-established programme of race days and events. It had identified a requirement to invest in the Racecourse facilities and required some insight into the characteristics of its current visitors, the potential for market development, and the type of facility that would best meet the requirements of future audiences.
The purpose of the research programme was:
- To understand the profile of existing audiences
- To gather feedback from existing audiences about their race day experiences and how these could be improved
- To assess the market potential for attracting new audiences
- To gather feedback on the design proposals new facilities from both current and potential audiences
Scotinform undertook the research in three-stages:
Firstly we used Mosaic UK to profile existing racegoers, allowing the Racecourse to identify the most prominent Groups and opportunities for further growth, The
A quantitative survey of bookers, with the results presented by Mosaic Group, allowed us to present bespoke feedback on the raceday experience, benchmark Musselburgh with other racecourses, and test the reaction to the proposals for new facilities.
Qualitative research with current visitors and with non-visitors (recruited according to target Mosaic Group) allowed us to explore the proposals and suggestions for development in more detail.
Musselburgh Racecourse has used the research to inform and refine its marketing activity, develop its portfolio of race day experiences according to Mosaic UK profile, and to inform the positioning of the new facilities.
“Scotinform provided us with the information we needed to plan for the future – both in terms of our capital development and our marketing activity. They provided great support and flexibility in meeting our deadlines and we would highly recommend them.”
Aisling Johnston, Commercial Manager
As a full service agency we are able to offer a wide range of methodologies and approaches.
We hold licences for Mosaic UK and Mosaic Append, meaning that we can embed a common language throughout the research programme. This is the best of both worlds – the big data and intelligence from Mosaic combined with bespoke, tailored research questions specifically about the client.
We report as we go, meaning that you can use the data and intelligence that we collect immediately the research is completed.
Our work can be used to inform market assessments for new facilities as well as strategic and operational adjustments to marketing activity.