The Killerton estate was gifted to the National Trust by the Acland family in 1946. During the period of February to October 2017, essential repairs were required to the roof. Following many previous successful research studies for the National Trust, Turquoise was commissioned to help them understand the potential impact on the visitor experience.
Due to the differing nature of the estate and the objectives, Turquoise recommended a multi-modal market research approach conducted across August, September and October of 2017 which comprised of:
Exit interviews with visitors
Sentiment analysis of National Trust comment cards
iPad self-completion surveys in the Killerton shop
Emotion analysis of social media and 40,000 Trip Advisor comments
The research successfully identified the characteristics of different visitor groups and levels of satisfaction. We were able to identify and recommend one simple question that Killerton could ask visitors to enable them to identify these groups.
The optimal intercept point for these groups and the management of expectations were also recommended. By analysing comments from other sites in the region, Killerton can now benchmark themselves against other National Trust locations, armed with the insights required to improve visitor engagement.
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