Challenge
The Tower Bridge team wanted to better understand its visitors, including how they arrived, how much they spent and how they perceived the site in comparison with other major attractions. The challenge was to capture both behavioural and attitudinal insight.
Approach
We combined online quantitative research with on-site fieldwork to capture visitor behaviour and attitudes. This mixed-method approach allowed us to explore journey planning, spend, perceptions of value and comparison with other landmarks, while grounding the findings in the reality of the visitor experience.
Outcome
The research gave the team practical insight into the visitor journey and helped answer key questions about audience behaviour, value perception and competitive positioning in the visitor attraction market.