Marketing Birmingham has recently appointed Enventure Research to undertake its 2016 Perceptions Survey. Marketing Birmingham is the area’s strategic marketing partnership and operates the leisure and business tourism programmes, Visit Birmingham and Meet Birmingham, promoting Birmingham and its wider area, including the Black Country and Solihull.
Since 2005, Marketing Birmingham has conducted a survey to provide market intelligence on perceptions of Birmingham as a place to visit, do business and as a place for businesses to relocate to. The results of these surveys have been used to track perceptions over time to understand trends and provide information on important Key Performance Indicators (KPIs).
A survey will be conducted via telephone with a random sample of approximately 900 UK consumers to collect data on their perceptions of Birmingham on a wide variety of topics. The sample will achieve quotas based on consumers’ frequency of visiting Birmingham and be representative in terms of gender, age and UK region. Trained market research interviewers will administer the survey using a Computer Aided Telephone Interviewing (CATI) approach. Daytime, evening, weekday and weekend calls will be made to ensure that individuals from a variety of demographics, life-stages and communities can be successfully targeted and have the opportunity to participate in the research.
The Perceptions Survey findings will allow comparison with previous years’ surveys in order to track attitudes and perceptions over time. A number of new survey questions will also be included to provide topical information (covering for example, Birmingham’s Christmas Markets and events programme). Enventure Research will provide Marketing Birmingham with a comprehensive research report which contains clear and practical conclusions and recommendations based on the key research findings.