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Newspoll to research attractions performance in Australia
Respected market research business Newspoll is launching syndicated research covering the performance of attractions and theme parks in Australia.
Newspoll Market Research is Australia's leading public opinion polling company with a reputation for accuracy having correctly called all 55 state and federal elections since its inception in 1985.
To be led by Newspoll Account Service Director Frederic Anne, who formerly led the research department at Disneyland Paris, the syndicated research aims to share the research costs across multiple clients/subscribers who are all interested in tracking the same core metrics in the attractions and theme parks sector in Australia.
Anne explains "when I was running the research department at Disneyland Paris, I found this type of research useful and cost effective and that's why we are now considering launching a syndicated research related to parks in Australia."
The Newspoll 'Park Monitor', has been structured around an 'awareness- consideration- visit-repeat visit' model: the core metrics to answer some key marketing questions such as:
• Prompted awareness of Australian attractions and theme parks (list of 20 destinations);
• Past visitation (never, in the last five years, in the last 12 months);
• Experience metrics such as satisfaction and recommendation (for attractions visited recently) providing benchmarks against whatever measures attraction already have in place;
• Consideration/intention to visit or revisit (in the next 12 months/five years).
Anne adds "obviously, all parks' marketing managers in Australia are interested in measuring these metrics, so our syndicated research offers the opportunity to share the costs of the survey.
"More for less is the real benefit of syndicated research."
The monitor will be based on an online survey, that Newspoll is planning to conduct at the end of January and in early February 2013, among a representative sample of 1,700 people aged 18-64 living on the East Coast (Victoria, NSW, ACT and Queensland).
Established in 1985, Newspoll is Australia's leading public opinion polling company.
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