The Wales Millennium Centre has rightly taken its place as one of the world’s leading arts venues with its offering of two theatres, five function rooms, galleries, shops, restaurants and foyer spaces.
Today, it is one of the UK’s leading attractions offering unprecedented entertainment, including leading West End shows in the Donald Gordon Theatre – which is designed to resembe a hall from the early 1900s. More intimate plays can be found in the 250-seat Weston Studio, while the Centre also has a range of daily performances on show in its foyer.
WMC was built to be a ‘stage for the nation’, providing cultural enjoyment for all as it showcases and nurtures creative talent at its best. Furthermore, it was built to reflect the ‘spirit of a nation’.
The challenge
WMC traditionally used face-to-face interviewers to gather feedback about the views and opinions of visitors and customers.
Typically there are two types of customer – one that largely visits WMC specifically for its evening events; the other audience are casual visitors, who attend WMC due to its premier attraction status in Wales.
Traditional research methodologies were struggling to deliver statistically significant numbers and the cost of out-of-hours interviewers were high. This proposition was further complicated by the need to capture the responses of welsh speakers, which again added a premium to research costs.
The solution
In partnership with CRT, the WMC marketing team positioned three ViewPoint Touch Screen Kiosks at a variety of locations within WMC. These are loaded with bespoke surveys, which are relevant for centre’s key target audiences.
During a trial, conducted over a specific one-month period, the number of responses collected using CRT’s ViewPoint Touchscreens was 400% greater than the amount gathered in a typical calendar month. In addition, the cost of sourcing such important data has been significantly less than other survey methods.
In addition, CRT’s Touchscreen feedback system secured more feedback from Welsh speakers and disabled users, which was extremely beneficial to WMC staff.
Benefits
- Research costs reduced significantly
- Customer feedback collected at all times
- Representative sample captured
- High response rates
- WMC in control of all elements of research process
- Flexibility to change surveys at short notice