Birmingham - Jo Rosa

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Birmingham - Jo Rosa

  1. 1. Presentation themes1. The study2. Awareness of National Trust3. Behavioural findings4. Attitudinal data5. Summary and conclusions
  2. 2. 1. The study Study aim: Baseline of awareness, behaviour and attitudes amongst target TMP households in B11 and B12 Via:• 200 household interviews • Random selection of 20 streets in both B11 and B12 • Cluster s of 10 properties from which to achieve 5 interviews i.e. 50% min strike rate• Thus representative in terms of ethnicity and socio-economic status
  3. 3. 2 AwarenessUNPROMPTED i.e. name ANY organisations PROMPTED i.e. have you heard of the Nationalwhich look after, and provide access to, Trust?historic buildings and outdoor natural heritage
  4. 4. 2 Awareness cont. Table 3.1 Name awareness by age/gender/broad ethnicity Age Gender Broad ethnic White Asian 16 – 24 25-44 45-64 65 + Male Female groups groups Other Base: 49 76 48 26 116 83 46 111 34 Aware 32.7% 55.3% 62.5% 23.1% 46.6% 48.2% 97.8% 30.6% 41.2% Awareness of Trust activity: Locally In Birmingham In WM Region
  5. 5. 2 Awareness contReasonable awareness of named sites (Ranging from Back to Backs 39.2%; RockHouses Kinver 21.6%)But three quarters claim to know nothing or hardly anything about the Trust Note: all awareness indicators vary by ethnic group with very low levels of awareness amongst Asian respondents
  6. 6. 3 Behavioural indicatorsEver visited Table 4.4 Leisure behavior in past 12 months No One visit 2+ visits Visited countryside sites/nature reserves in past 12 months 66.2% 30.9% 2.8% Visited historic houses/castles/historic ruins museums or galleries in past 12 months 70.5% 28.5% 1.0% Taken part in adventure sports 66.7% 28.0% 5.5% Walked more than 5 miles 83.0% 16.0% 1.0%
  7. 7. 4 Attitudinal indicators contTable 5.2 Unaware respondents – likelihood to visit sites after show-card prompt Unaware: Likelihood to visit Not at all Fairly unlikely Fairly likely Very likelyBirmingham Back to Backs 37.3% 20.5% 42.2% 0.0%Packwood House 39.2% 18.6% 41.2% 1.0%Clent Hills 42.7% 20.7% 35.4% 1.2%Rock Houses at Kinver 40.4% 17.2% 40.4% 2.0% Table 5.3 Leisure activity Active Passive No real interest interest interest Gardening / horticulture 25.5% 17.0% 57.5% Wildlife/Natural History 21.5% 23.0% 55.5% Outdoor activities 41.0% 18.5% 40.5% Landscapes 16.5% 21.5% 62.0% History/Local history 25.0% 24.0% 51.0% Family history/genealogy 25.5% 16.5% 57.5% Art / art history 22.5% 12.0% 63.5% Architecture 17.0% 18.0% 64.5% 1. Active interest – like to take part in or study the subject 2. Passive interest – not actively involved but enjoy TV/Radio or press articles on subject 3. No real interest
  8. 8. 5 Conclusions and recommendations•Survey was designed as a baseline exercise – in advance of local interventions•It does throw up strong themes, in particular low levels of awareness ofamongst the majority Asian population•Essentially Pakistani or Bangladeshi - high levels of non-English speaking –which impacts on levels of awareness of UK culture and heritage.•Local or sub-regional Trust sites presented to respondents do reflect anessentially white British heritage or culture.•Nonetheless the survey does highlight the need to•Identify sub-groups or segments with greatest potential for conversion so that activity can betargeted )•Explore what the hooks might be which would attract greatest numbers of current non-rejecters•Identify what the key “negatives” are in relation to the NT product(There are great divergences within the Asian community in relation to leisure behaviour/attitudes)
  9. 9. 4 Attitudinal indicators Table 5.1 Agreement statements: NT local involvement Neither Strongly Strongly Don’t Agree Agree nor Agree Disagree Disagree Know Disagree a) I know the National Trust does good things in the West Midlands 1.5% 26.0% 6.1% 0.5% 0.0% 65.8% b) The National Trust plays an important part in the life of the local community in this area 1.0% 3.1% 10.2% 18.4% 0.5% 66.8% N= 200

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