Case Study: National Trust for Scotland improves family visitor insights with STR research

Lidl Book of Big Adventures- Campaign Evaluation Research

The National Trust for Scotland partnered with STR to evaluate the impact of their "Lidl Book of Big Adventures." Their challenge was to assess whether the book, distributed through Lidl stores, successfully encouraged family visitation to their properties, requiring research to be completed quickly during a school holiday period and targeted at families with children under 12.

STR implemented a two-stage research solution involving on-site surveys followed by in-depth telephone interviews. This approach successfully captured both quantitative data and qualitative insights, providing the Trust and their partner Lidl with a clear understanding of the campaign's impact. The prompt delivery of STR's report and analysis, which included actionable recommendations, was directly used to optimize the content of the book for future marketing efforts.

National Trust for Scotland

Michael Bauld

Insights Manager