The brief
An outdoor education provider delivering outdoor learning and fieldwork courses wanted to test their internal hypothesis that there is demand for a new 3-day residential school trip offer, comprised of a blended programme of adventure and outdoor activities, based around outcomes, e.g. increased resilience.
The aim of the research was to test this assumption and understand how best to package, price and promote the product to primary schools and KS3 secondary.
The approach
Shift took a mixed-method approach to this research to gain in-depth insight:
- Phase 1: Online quantitative survey: An online survey was developed in close collaboration between Shift and the outdoor education provider. The survey was disseminated to Shift’s panel of educators and an external panel, and received 323 responses.
- Phase 2: Online qualitative focus groups: 2 online focus groups were conducted, lasting 90 minutes each, with a total of 12 educators who hold school trip decision-making responsibilities. Groups were divided into participants working with KS2 and KS3 pupils. Participants worked at a variety of school types across the UK.
The value
We delivered a detailed report outlining decision-makers’ criteria for residential trips for KS2 and KS3, their preferred marketing and communication channels, and the appeal of the proposed trip offers and associated marketing collateral. We also discussed barriers to trip uptake and budgetary constraints.
Our recommendations provided actionable advice on future marketing activity, including suggestions for its priorities, focus and timing. We delivered a presentation to discuss key findings with stakeholders.
