Case study · Tourism and visitors
Understanding potential audiences for Manchester’s Our Town Hall visitor experience
Surveys and interviews with residents, interest and volunteer groups, and schools explored potential audiences for a proposed visitor experience at Manchester Town Hall, providing evidence to inform its plans.
AudienceManchester and Greater Manchester residents, interest and volunteer groups, and schools
Approach800 telephone interviews, online surveys, and eight depth interviews
Value to Manchester City CouncilAudience insight and segments to inform plans for the Our Town Hall visitor experience
The brief
- Manchester City Council needed top-level insight into potential future audiences for a proposed visitor experience at the Town Hall, as part of its Our Town Hall project
The approach
- A representative telephone survey of 400 Manchester residents and 400 Greater Manchester residents explored leisure activities, awareness of the Town Hall, attitudes towards the proposed exhibition, willingness to volunteer, and participation in the National Lottery
- An online survey of local interest and volunteer groups covered the same topics and perceptions of the Town Hall, with 88 responses and a further eight depth interviews
- An online survey of schools in Manchester and Greater Manchester explored how schools organise educational trips, their priorities, the likelihood of visiting the proposed exhibition, and potential barriers, with 27 responses
The outcome
- Findings from the three strands were brought together in one comprehensive report
- Key audience segments were identified from responses to specific survey questions
- The findings were provided to inform the delivery of the Our Town Hall visitor experience, bringing the building and its stories to life for a diverse and developing audience