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National Trust for Scotland: Lidl Book of Big Adventures- Campaign Evaluation Research

Introduction

Following their collaboration with the supermarket chain, Lidl, producing the “Lidl Book of Big Adventures,” the National Trust for Scotland looked to assess the book’s impact on visitation and visitor experience—to capture feedback that could improve future editions.

Had the first book’s distribution in Lidl stores achieved its aim of encouraging family shoppers to visit Trust properties?

Challenge: Reaching the Trust’s audience with a well-timed approach

Effectively reaching the relevant audience hinged on STR understanding the Trust’s key objectives and developing the right questions. It was crucial to complete research during the short school holiday period and reach the target consumer of families with children under 12.

Our services would also require the delivery of relevant findings to the Trust’s key partner, Lidl.

Solution: A two-stage approach for qualitative insights

Collaboration with the Trust Insights Manager, coupled with rigorous preparation, was key to the success of the project. Strong and regular communication ensured a full understanding of the bigger picture and strategic objective behind the partnership as well as delivering clarity on logistical constraints in terms of properties, permissions, and timings.

Subsequently, STR developed a two-stage research project:

  • Stage 1 - An on-site survey, where adults visiting key Trust properties with children were interviewed by our team of professional interviewers.
  • Stage 2 - A follow-up process of in-depth telephone interviews with a representative sample of survey respondents who had used the book during their visit. This qualitative element was invaluable in terms of providing the ‘why’ behind the findings of the on-site survey.

Results: Applying findings to future marketing efforts

A prompt turnaround of the report enabled both the Trust and Lidl to access initial findings in a timely and efficient manner. The subsequent in-depth analysis included STR recommendations and relevant consumer feedback, which were incorporated into the next phase of marketing development.

Client Testimonial

“The Lidl Book of Big Adventures research undertaken by STR provided strong guidance for our creative team to optimise the book’s content to achieve the aims of the partnership. Both the NTS and Lidl were able to draw important insights from the analysis and were extremely happy with the quick turnaround and close working relationship in developing and executing the research plan.”

Michael Bauld 
Insights Manager 
National Trust for Scotland