Market Research and Field Testing

We had established through brainstorming in the first few weeks that a majority of people visiting the site were either relatives of people associated with the Leeds Pals, military history enthusiasts like myself, or ramblers following one of the many Yorkshire Dales walking guidebooks. With this in mind, we decided to do a general history of the site.

Testing our audioguide took place with a mixture of students, staff, and local enthusiasts and historians.

Testing our audioguide took place with a mixture of students, staff, and local historians.

Market research is vital for both commercial and community projects. After a meeting with curators from Leeds Museums & Galleries, it was suggested we carry out focus group surveys on site, the problem was the logistics of getting a group to the site. Using local school children was suggested, but we would have had to carry out risk assessments for health and safety, which would take up too much time. Our fellow undergraduate students were already on site carrying out the excavation, so we tried out our questionnaire on our peers. We took into consideration the problem of using students who might be reluctance to criticise their fellow students too much. Due to pre-excavation briefing and an archaeologically trained eye, some of the features we pointed out in the audio guide the students already had prior knowledge of.

As a mature student who has worked in both photojournalism and as a voluntary tour guide, talking to complete strangers comes naturally, this skill has proved very useful on our field trips to Breary Banks. My first contact with visitors was on our first trip to Breary Banks, as our team stood at the memorial a car pulled up. As the couple left the car, I approached them. I decided the best approach would be to ask for their reason for visiting the site, this would establish any history or involvement with the site, e.g. family history with the area or Leeds Pals or just visiting while out walking, or curiosity. The gentleman, like myself, was a military history enthusiast from Bradford, he was visiting out of personal interest and would not be interested in our audio guide but thought it was a good idea to help the remembrance of the Pals battalions.

My next adlib market research was also on a field trip. Several cars arrived and people suitably attired in walking clothing started to gather. I approached them and engaged in a conversation, the group was from the Nidderdale Area of Outstanding Natural Beauty World War One volunteers research group, they were on site to look at the excavation. However while conducting our survey with the students, a couple following a walk from a guidebook appeared. I asked the usual questions and they showed me the guidebook, which did not have much information about the history of the area. On our return to the dig site they stopped me to ask about all the features in the landscape, so I incorporated a mini guided tour with some market research questions and an explanation of what we were trying to achieve as heritage students. The couple were impressed and said that an audio guide and leaflet would add to their day out on the hill.

~Steve

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