Paws for Thoughts at Crufts
The challenge
Since 2015 we have worked with the Kennel Club to gather feedback from visitors to Crufts – the world’s largest dog show. Crufts is now in its 126th year – 882nd year to our four-legged friends. The research is mainly used to measure satisfaction and highlight ways in which the dogs’ and visitors’ experiences can be improved.
Objectives
Quite simply we want to highlight areas of the show which require attention and provide insight into various aspects of the show. More specifically we study:
- Visitor demographics
- Dog ownership
- Reasons for attending the show
- How long is spent at the show in total and in particular areas
- Key Performance Indicators and Net Promoter Scores
- Ratings of different aspects of the show, from trade stands to car parking
- Usage of other Kennel Club services
- Awareness of the main sponsor and other brands at Crufts
Our approach
This year, in 2017, the show attracted a huge 162,000 visitors. As we want the opinions and feedback from as many of the visitors as possible, the only realistic means of doing this is through an online quantitative survey.
This year 20,000 visitors were invited to take part. We designed the questionnaire in 2015 and it has remained much unchanged in order to maintain comparability. Changes are only made to reflect any new avenue that the Kennel Club might wish to explore.
Reminders were issued after a couple of weeks to those who hadn’t taken part which brought in another few hundred responses. Altogether we achieved a total of nearly 6500 responses for 2017.
Outcomes
This survey provides essential data on visitors to the show. This year an area of particular interest was the layout of the trade stands.
Results are always very interesting. We were delighted to be commissioned to continue running this survey in 2018 and 2019. Since 2015 we have completed more than 14,000 interviews and are looking forward to achieving many more!
“The Kennel Club has worked with PCP for approximately 5 years. PCP has supplied customer insight through online surveys for Crufts visitors and also facilitated a number of focus groups and delivered the output. Each time PCP has provided insightful, comprehensive reporting which has helped guide our services and products accordingly. They are highly professional and a great team to work with.”
Helen Fox (Marketing Director)
The Kennel Club, based in Leeds.