Qualitative research

Sometimes questionnaires and surveys do not go deep enough into the probing questions that really matter. Figures and numbers can only go so far, and sometimes more rich, qualitative information is required.

In-depth interviews
These may be with your visitors, potential visitors, or other stakeholders. They are normally conducted face-to-face, or else by telephone. They are longer than questionnaires, more discursive and more open-ended, and allow the interviewer greater flexibility to explore salient issues.

Focus groups
These may be with a selection of your regular visitors, the general public, or a group of stakeholders, and encourage fascinating exchanges and discussion.

Mystery shoppers
Groups of mystery shoppers can be recruited to represent a wide mix of current and potential visitors, taking into account age, gender, ethnicity, language, disability, life-phase and current attendance or non-attendance. You will be able to find out what they did, how they felt, and why they behaved as they did in your venue.