Tuesday, 9 August 2011

Edinburgh Festivals research

On the 4th 5th and 6th of August Adroit-e spent (part) of their summer holidays conducting a research exercise at the Edinburgh Festivals. Our face-to-face intercept research, covered in the Scotsman newspaper, interviewed 392 respondents and uncovered:

  • A strong ‘ staycation’ element to the Festivals as over 75% of respondents were from the UK
  • The financial importance of the Festivals to the city, with over 25% of respondents having a budget in excess of £50
  • The strong bond between visitors and locals, with 92% of residents saying they ‘loved the festivals
  • An overall average approval rating of 83%