Sample Visitor Survey: Camera Obscura & World of Illusions

The challenge

Camera Obscura & World of Illusions is one of Edinburgh’s oldest visitor attractions. The management and marketing team had a fairly good understanding about what their visitors think (for example, from TripAdvisor reviews) but, to “get beneath the skin” they were keen to get deeper and more systematic insights about visitors’ experiences.

What we did

The Tourism Consumer Insights team built a bespoke visitor survey using their online survey solutions that allows Camera Obscura & World of Illusions to find out who their visitors are (age / gender / socio-economic status / origin / etc.); why they came (their motivations / communication channels that influenced them / etc.); what they did on site (how long they visited for / visited shop or cafe / visited events or exhibition); and what they thought of their experience (overall enjoyment / customer service / interaction with staff, interpretation, learning etc.).

To ensure a high response rate and high quality customer feedback, STR Tourism Consumer Insights built a responsive and mobile-friendly questionnaire that fully reflects Camera Obscura’s branding (by using its tone of voice, imagery, colour-schemes, etc.).

The management team were provided with online user log-ins to access live and accruing survey results on the go via their mobile phones. This allowed them to access study results during the festival period, as required.

The outcome

The survey achieves an excellent response rate and allows the management and marketing team to react be proactive and reactive on customer feedback. As Andrew Johnson, Director and Manager of Camera Obscura & World of Illusions put it:

“With the online survey solution offered by Tourism Consumer Insights, we can quickly access live data on our visitors which helps us understand who they are, why they’ve visited, what they thought of the visit and much more. It is a cost-effective methodology that is very helpful for our strategy and decision-making.”

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