VisitScotland

“Vox Pops interviews are a very effective way of gathering information directly from our visitors, and the resulting videos are excellent for communicating important feedback and learning in an entertaining way. I find them very useful to include in presentations, as it lets the audiences hear about our visitors’ expectations and experiences in their own words.”
Susan Dickie, Consumer Insights Manager

When VisitScotland wanted to find out, first hand, the views of tourists who visit Scotland, they approached Vox Pops International. VisitScotland are the national tourist board for Scotland and know that listening to the feedback and views of people visiting the area is essential for understanding their markets and improving customer satisfaction.

Project Objectives:
The purpose of the project was to gain insight into what appeals to holiday makers, what activities they enjoy taking part in, what families think of Scotland as a holiday destination and what Scotland could do to increase its appeal to holiday makers. VisitScotland required video interviews with different types of visitors to Scotland, from young couples to families and also to include holiday-makers both from Britain and abroad.

One of the most important aims for VisitScotland, and what made video research so perfect for this project, was to speak to holiday-makers whilst they were enjoying the attractions and activities, so that their experiences were fresh in their mind. Because Vox Pops International can conduct research anywhere we knew we could capture people’s immediate reactions, something that would not be possible with more conventional research methods.

Methodology:
A Project Manager was assigned to the client and organised all aspects of the project, from locations, crew, the design of topic guides, recruitment of respondents, editing and budgets. We worked with VisitScotland to develop a questionnaire that would get exactly the information they required from the visitors.

VisitScotland needed several days of vox pop interviews in the Highlands of Scotland at various locations that were particularly popular with tourists. Vox Pops International’s expertise and excellent project managment skills meant we were able to organise and conduct interviews in Aviemore, Fort William and the Nevis Range in a very short space of time.

Our interviewers were able to get the respondents to share their thoughts in an interactive manner, therefore creating lively and helpful footage.

Results:
The resulting videos provided VisitScotland with many interesting insights into how well Scotland fulfils the needs and expectations of its visitors. They also provided very useful findings on how people organise their holidays, which helps guide marketing activities. The videos have been seen both within VisitScotland and by Scottish tourism businesses.

This Case Study appeared in our Autumn 2006 Newsletter.
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