The Great North Run Cultural Programme commissioned ANE to carry out research for the 2007 programme which took place at The Sage Gateshead, BALTIC and Saltwell Park.
The objectives of the audience research were as follows:
- To establish whether audiences attended or were planning to attend more than one of the commissions
- To assess the effectiveness of marketing, media and PR
- To establish how audiences rated the quality of the commissions
- To receive information from audiences to use to improve future GNR Cultural Programmes
- To provide a benchmark for the level of attendance at the commissions by BUPA Great North Run participants
- To gain visitor profile
- To establish where audiences came from
- To gain email addresses from audiences who wish to be added to the GNR Cultural Programme email list
This research project was conducted through the use of self-completion questionnaires and face to face interviews.
As an incentive, respondents were offered the opportunity to enter a draw for a goody bag, containing an iPod Nano, a Nike Sport Armband, iPod Sport Kit, a Great North Run book and a signed copy of a Bill Bryson book. The questionnaire used both quantitative and qualitative questions.