Social Research ¦ Market Research ¦ Behavioural Insight ¦ Evaluation ¦ SROI
Social Research ¦ Market Research ¦ Behavioural Insight ¦ Evaluation ¦ SROI
Birmingham’s creativity and diversity was celebrated across nine incredible festival sites in the West Midlands and beyond with dance, music, workshops, parties and more. The festival aimed to double the reach of the sporting events of the Games themselves – engaging at least 2.4million audiences and participants. For many residents of Birmingham and the West Midlands, an encounter with the arts festival was their ‘Games moment’.
We were commissioned to undertake primary quantitative data collection for the entire Cultural Festival, undertaking approximately n=3000 interviews using a face-to-face methodology delivered solely by our in-house team. This includes some of the largest events and installations, such as the Opening Ceremony, the Healing Gardens of Bab, Waswasa and Mobilise at the Pride Festival as well as ensuring a range of smaller activations were included to ensure representative coverage.
Interviews were conducted utilising a systematic sampling approach where possible (e.g. at large scale events) although on occasion we tried to undertake census sampling.
Given some events – e.g. those which delivered films or shows taking place and ending at specific times – involved large groups of attendees exiting at the same time, we had to mobilise very large numbers of interviewers for relatively short periods of time and were able to do this.
In addition, where relevant we also utilised BSL interpreters to maximise the accessibility of surveying.
We exceeded our initial target number of interviews (originally n=2250) and were able too deliver representative samples (n=385+) across a range of different event groupings – for instance heritage focussed events and those focussed on international experiences.
“Thanks again for all your work and help on the project – none of this would have been possible without you, and its going to make all of the evaluative reports so much stronger, to be working with great sample sizes, and strong confidence levels. It’s also meant that we’ve been free to work on other elements and not have to worry about the survey collection!”
