In March we were delighted to be able to present the final results of a programme of qualitative research which we recently completed for VisitAberdeenshire.

The research aimed to provide VisitAberdeenshire with a detailed understanding of the views and opinions of potential visitors to their area, exploring a number of key areas including how the pandemic has changed attitudes to domestic travel, perceptions of Scotland, Aberdeenshire and Aberdeen as a destination and the actions that need to be taken to achieve ambitions to grow the value of the sector.

To obtain the in-depth understanding of consumers views and attitudes needed a qualitative approach was used with a total of six online focus groups conducting using Zoom amongst residents of the North of England and Scotland.

The focus groups recruitment ensured that as well as speaking to people in our selected locations, we recruited a mix of people in different lifestages (from young independents, to family and empty nesters) and people with different levels of previous experience of the region – from recent visitors to those with limited awareness of what the region offers.

The insights from this research will be used by VisitAberdeenshire and their partners to guide the actions taken as they work towards the ambitions for the region – first and foremost the planning of marketing activities which will stimulate recovery in the area’s tourism sector as we emerge from the pandemic.

If you would like to find out more about this study or other research we’ve undertaken in the tourism sector or a qualitative research offer please don’t hesitate to get in touch.