Marketing Research Essential Edinburgh

The Challenge

Essential Edinburgh operates the Business Improvement District in Edinburgh’s city centre. To increase footfall to the benefit of local retailers and restaurateurs (as well as other businesses in the area), Essential Edinburgh and its partners operate a range of festivals and events throughout the year.
To further develop and improve the range of events, Essential Edinburgh have commissioned STR Tourism Consumer Insights for a number of years to survey visitors to their spring and summer events, including Spa in the City, Edinburgh Fashion Week, and Film in the City.

What we did

We undertook a two-fold market research study: we built a bespoke and fully branded online survey for those who purchased a ticket and were known visitors as a result. The survey, hosted on a tailor-made short link, was also accessible through Essential Edinburgh’s social media channels. The majority of interviews, however, were conducted in face-to-face surveys by our skilled and Market Research Society accredited interviewer crew. We achieved a very high number of responses as a result, which allowed us to report on the different profiles and satisfaction levels for each of the events.

The outcome

The findings were brought together in a summary report that presented findings from the main research. The report delivered actionable insights into marketing and branding opportunities that are relevant for any potential sponsors of the event. Roddy Smith, Chief Executive of Essential Edinburgh said:

“The Tourism Consumer Insights team successfully undertook market research for our city centre events and festivals and in doing so canvassed opinion from a large number of festival and event attendees. They provided a professional and conscientious approach throughout the project from the questionnaire design stage to data analysis and reporting. Their data analysis and reporting skills enabled a thorough understanding and evaluation of the events overall along with additional insights on customer perceptions.”

Essential Edinburgh