Social Research ¦ Market Research ¦ Behavioural Insight ¦ Evaluation ¦ SROI
Social Research ¦ Market Research ¦ Behavioural Insight ¦ Evaluation ¦ SROI
Birmingham Festival 23 was the official one-year anniversary festival for, and in celebration of, the Birmingham 2022 Commonwealth Games, which M·E·L Research also delivered a large scale evaluation for. Proudly outdoors and free-to-access, the Festival aimed to echo the city-centre experience of the Games, taking over Centenary Square with live music and performance, creative and participatory activities, and big-screen content to conjure the shared moments, magic and memories of 2022.
M·E·L Research were commissioned to host and conduct a visitor survey with attendees at the festival during the course of its run, as well as to undertake a specialist economic impact assessment for the event to understand the profile of attendees at the event, the impact that the festival had upon them and the economic impact that it had on the local area.
M·E·L Research consulted on the design of the questionnaire, and were responsible for scripting and hosting the survey. We conducted face to face fieldwork during the course of the festival, interviewing attendees using a systematic sampling approach, and also undertook tabulation of the raw data, and provided specialist economic impact analysis. The results of the audience research portion were provided to and written up by a third-party consultancy.
Our fieldwork and subsequent analysis provided the Festival with reliable data on the profile of the audience attending, as well as the impact that it had on the local area, as well as supplying figures on visitor expenditure that were used in the final evaluation.
