Our approach
Working closely with the Royal Armouries, we created an action plan of research and analysis. Every action was designed to help us collect as much useful insight for the museum’s digital strategy as possible.
As a locally-based attraction, we already had a good understanding of what the Royal Armouries has to offer. But in order to better understand its specific challenges, approach to digital marketing, and objectives, we immersed ourselves in its business.
By understanding more about the Royal Armouries, we developed a strategy that enabled the museum to:
- Identify potential visitors in the Leeds City region,
- understand what these visitors are looking for online and how they look for it, and
- define recommendations for the next stage of digital engagement.
The solution
Our strategy and research methodology involved three clear activities.
1. Leeds City Region geodemographic survey
We conducted two quantitative online surveys. The first was designed to gather insight on the demographic makeup of the Leeds City Region. This was based on a nationally representative sample of 500 people in the region based on age, gender, and other key demographics such as ethnicity.
The second survey appeared on the Royal Armouries website and aimed to gather opinions from users who were already engaged with the museum.
Both surveys aimed to answer:
- What are the Leeds City Region demographics?
- How can the groups be categorised by age, race, social class, and other key demographics?
- How does the Royal Armouries’ audience reflect the Leeds City Region and where are the opportunities for targeted marketing?
- Where do target groups live?
- Where are they online?
- What arts, culture, and heritage attractions do they engage with and how?