Research and Segmentation for Visitor Attractions

Visitor-centered strategy starts with research and insights

Many attractions – particularly seasonal attractions – are used to balancing big variances in visitor profile. Some attractions lean towards inbound tourism, where others aim to grow a loyal local audience.

Have you ever found the results of an in-house survey to be misleading? Or do you suspect that there are patterns in audience behaviour that you can’t identify or prove?

Whatever your objectives, research and segmentation can help. Both can have a significant impact on how you market, price, operate and deepen relationships with your attraction.

Visitor and market research

Baker Richards works with visitor attractions to design best-in-class primary research which can assist with:

  • Programming and visitor experience
  • Opportunities for commercialisation
  • Market scoping
  • Pricing for revenue maximisation

Visitor Segmentation

Segmentation solutions help to increase donations, grow the volume of repeat attenders, and to identify the characteristics of your most valuable visitors. Our segmentations are:

  • Easy to understand and actionable by the whole organisation
  • Linked to targets and strategy
  • Bespoke to your data – no one size fits all solution
  • Empowering – attractions use our segmentations to find more of their most valuable visitors

Start a conversation

Our research and segmentation services are used by visitor attractions and heritage sites around the world. We enjoy helping attractions to find the right questions, as well as the answers!

To talk to us about your research goals, click below to contact a partner – we are always happy to talk.

More for Visitor Attractions