Case study · Residents and communities
Understanding visitors and non-visitors to Kingston town centre
Two targeted pieces of research with more than 1,800 visitors and non-visitors provided Kingston First with insight around awareness, perception, barriers to visiting, and opportunities for destination marketing to increase visitors to Kingston town centre.
AudienceVisitors to Kingston and non-visitors in neighbouring town centres
Approach810 visitor interviews and 1,001 non-visitor interviews
Value to Kingston FirstEvidence to support destination marketing and business planning
The brief
- Kingston First, the Business Improvement District for Kingston upon Thames town centre, wanted evidence to support its strategic marketing and business planning.
- The research programme explored both visitor perceptions and awareness and barriers among people who did not visit Kingston.
The approach
- Both studies used face-to-face interviewing and questionnaires designed in partnership with Kingston First.
- 810 visitor interviews were conducted in Kingston town centre.
- A further 1,001 non-visitor interviews were conducted in neighbouring town centres using a systematic approach to participant selection.
The outcome
- Enventure Research provided comprehensive reports detailing insight from the research needed by Kingston First to make informed decisions for strategic planning and marketing.