Manchester City Council and Marketing Manchester undertake annual research to establish and evaluate visitor experience to Manchester city centre at Christmas. The main purpose of the research is to understand how the Christmas campaign influences people to choose to visit Manchester during the run-up to Christmas, the impact of various events taking place in the city centre, visitor satisfaction and the subsequent economic impact of the Christmas campaign in terms of the boost it provides to the local economy. Enventure Research has conducted this research each year since 2014.
A questionnaire was designed in partnership between Enventure Research and Manchester City Council and each year questions from previous surveys are replicated so that comparisons can be made. The survey takes approximately five minutes to complete.
During each year of the research, a team of experienced Interviewer Quality Control Scheme (IQCS) trained interviewers has completed the survey face-to-face with at least 800 visitors to Manchester in a number of carefully selected sampling points.
Results and Benefits to the Client
Upon fieldwork completion Enventure Research has conducted comprehensive analysis of the data, producing a detailed report which includes comparisons with previous years’ findings.
Over the three years of research to date, respondents have demonstrated an overall positive attitude towards Manchester’s Christmas events programme, with the majority of respondents satisfied with the Christmas event they attended and with Manchester city centre in general. The findings are used by the Council each year to help improve the Christmas offer in Manchester.
To find out more about this, and other similar projects, please contact us – we would be happy to help!