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Market Research Results for East Devon AONB 8 th March 2013

Market Research Results for East Devon AONB 8 th March 2013. Research Methodology. Face to face field interviews with 400 respondents conducted in 4 key locations Beer Budleigh Salterton Honiton Sidmouth Interviews were conducted with respondents aged 16 and over

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Market Research Results for East Devon AONB 8 th March 2013

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  1. Market Research Results for East Devon AONB 8th March 2013

  2. Research Methodology • Face to face field interviews with 400 respondents conducted in 4 key locations • Beer • BudleighSalterton • Honiton • Sidmouth • Interviews were conducted with respondents aged 16 and over • Interviews were conducted between January 4th and February 16th 2013

  3. Research Aims and Objectives • To gauge unprompted awareness of the term Area of Outstanding Natural Beauty (AONB) • To measure unprompted awareness of any projects being undertaken by the East Devon AONB and to seek public opinion as to which villages are already AONB • To understand what support and actions the public understand are involved when classifying an area as an AONB • To assess, from a prompted list, perceived benefits and problems for those areas classified as AONB, and whether East Devon AONB is a positive or negative thing

  4. ClassificationA quota sample was set to represent the population of Devon and consistency with the 2003 survey. Therefore there is a marginal bias towards those aged over 55 and females.Sample Size = 400

  5. Awareness of AONB

  6. Have You Heard of the Term AONB?Awareness of the term ‘AONB’ shows a small improvement since 2008 with 94% being definitely aware of the term

  7. Have You Heard of the Term AONB?by age 2003 2013

  8. Have You Heard of the following ….?

  9. Have You Heard of the Following ….?% yes by year

  10. Are any of the following villages in East Devon AONB?

  11. Do you think classifying an area as an AONB involves any of the following? 2003 2013

  12. Benefits that might result for an area classified as an AONB? 2003 2013

  13. Problems that might result for an area classified as an AONB? 2003 2013

  14. Who do you think are the main funding partners of East Devon AONB?

  15. Who do you think is in charge of looking after East Devon AONB?

  16. Do you think that having an East Devon AONB is ….?

  17. How long do you think East Devon AONB has been in existence?

  18. Summary • Awareness of the term AONB has increased slightly since 2008. • There has been an significant advance in awareness amongst people aged 16-34. • There has been a significant increase in the awareness of East Devon AONB. • Whilst most people are aware of the term and the locations, very few have any idea how an AONB is administered.

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