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Measurement

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  • 1. Measurement sub group• Update on approach to measuring NTCities• Discuss current proposals• Your feedback: – What support do you require? – Some suggestions
  • 2. What to Measure Programme Workstreams Area/City Projects
  • 3. The Urban 10 definition constitutes to just under one third of the total sample. Sample Breakdown: Urban 10 vs. Non Urban 10 All respondents interviewed 27/02/12 – 26/08/12 Urban 10 29% Non Urban 10 71%Base: All interviewed 27/02/12 - 26/08/12: (3034) 3
  • 4. 4 EFLAM measures were slightly more subdued amongst the Urban 10 compared to Non Urban 10, with statistically significant differences for relevance and visitation. The key EFLAM measures: All respondents interviewed:27/02/12 – 26/08/12 76 Awareness 81 32 Claimed Knowledge 35 55 Proximity 59 42 Relevance 48 Urban 10 48 Non Urban 10 Visitation (Penetration) 54 0 20 40 60 80 100 %AWARENESS: Thinking about organisations which look after and provide access to our built heritage…which can you think of that provide access to…coastlines/historical buildings and sites ofinterest/Countryside/Gardens/charitable organisations you can think of…?KNOWLEDGE: And now, thinking specifically about the National Trust again, how much do you feel you know about the National Trust? - % Know a lot/a reasonable amount about NTPROXIMITY: Please think about how close you feel to these brands; if you feel they are close to you, put them close to you in the centre of the screen. If you feel that are distant, put them far away (score 7-10 out of 10)RELEVANCE: And thinking about the sorts of people who support these types of organisations, are they…”For People Like Me”?PENETRATION: Please can you tell us when you last took part in any of the following National Trust activities….? - Past 12 monthsBase: 27/02/12 - 26/08/12; Urban 10 (882) Non Urban 10 (2152) Relevance & Visitation are significant at a 95% level.
  • 5. We see slightly higher barriers to visiting amongst the Urban 10 – particularly in terms of the tone of the organisation. Barriers to Visiting - % Applies The following are reason that other people have given or not visiting a National Trust house, garden countryside or coastal location. To what extent do these reasons put you off visiting a National Trust property? Not always open when I want to visit 80 Inadequate parking facilities Dont have enough spare time / I feel too busy 60 Lack of café / restaurants There isnt anywhere to visit close where I live 40 Limited accessibilty Too middle class / exclusive 20 0 Too expensive Too stuffy / old fashioned / formal Not enough variety Too boring Not enough for children to do Not enough to do in poor weather Too many rules and regulations Too many children Urban 10 Non Urban 10Base: 27/02/12 – 26/08/12: Urban 10 (882) Non Urban 10 (2152)
  • 6. Plan BEach intervention to be evaluated separately, according to its ownobjectives. This will help us to: • determine whether it has been successful. • uncover any learning applicable to the wider programme or Trust • establish whether this intervention / approach works • establish whether it merits being rolled out or replicatedNeeds consistency and flexibility • Considered against programme objectives & own individual objectives • 7 compulsory questions for all evaluation • Instructions on wording, who to ask and how • More general guidance on evaluation • Further support
  • 7. The Key Questions1. Increased awareness of the NT amongst target audience2. Increases the target audience’s knowledge of NT and our work3. Recommend the NT / increased feelings of positivity towards NT4. Relevant to the target audience.5. Enjoyable for the target audience.6. Changed perceptions of the NT amongst the target audience.7. Made target audience more inclined to become a member/visite.g. As a result of xxx would you say your view of the National Trust is:1. Much more negative2. Slightly more negative3. Unchanged4. Slightly more positive5. Much more positive
  • 8. Extra Support: Some ideas1. Guidance booklet – question wording, consent, data protection, agency roster, methods, costs, advantages and disadvantages2. Guidance – when/which projects to evaluate3. Volunteer/staff researchers - recruitment and training?

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