Tower Bridge uses new data capture technology to survey visitors
December 2005
London’s Tower Bridge Exhibition has modernised and brought their visitor survey system into the 21st century by using an interactive, touch screen kiosk. The UK exhibition receives over 350,000 visitors on average a year who can enjoy views from the high-level walkways, learn about the history of the bridge and visit the Victorian engine rooms. Claire Forrest, Administrative Officer at Tower Bridge, spearheaded the campaign to improve the survey experience at the exhibition and move beyond the traditional paper surveys. As a result, the Computer-Assisted Self-Interview method (CASI) was chosen to collect their visitors’ opinions and views. Snap software was installed onto a kiosk and since the launch of this new data capture technology they have seen phenomenal response rates.
The Tower Bridge Exhibition traditionally used paper questionnaires that were displayed for visitors to self-complete in six different languages. However, the small team found that the data entry was time consuming and ultimately wanted to move towards a paperless office. Claire explains, “Having seen the demo of the PDA survey facility at the Snap Christmas Roadshow 2004, I couldn't see why this technology could not be taken further. I immediately spoke to Snap about my idea of a touch-screen survey, which our visitors could use themselves.”
On-site kiosks for CASI ensure that feedback is collected quickly and conveniently right where the visitors’ opinions are formed. Respondents simply follow the survey questions on the kiosk screen; the data is collected in confidence and then stored ready to be downloaded. Data entry is eliminated as the results are captured and stored instantaneously reducing research time and money.
The kiosk was installed in July 2005 within the Engine Rooms of the exhibition. The feedback survey has been kept relatively short to retain visitors’ attention and is offered in six language options of English, French, German, Italian, Spanish and Dutch. Paper surveys are still on display in case visitors wish to write additional comments. Data is downloaded at the end of each month using a USB memory stick and is uploaded onto the PC for analysis, with monthly reports being issued to management.
Since the implementation of the kiosk, response rates have increased dramatically. The responses have far exceeded all expectations, with October 2005 receiving a staggering 3,336 replies. The highest response rate obtained by using paper questionnaires was only 600. Claire explains that the kiosk has increased customer care through making the feedback system more interactive and enjoyable for the customers, “Thanks to the Snap team, Tower Bridge now has a user friendly, interactive survey facility, which has proved to be very popular. I would certainly recommend Snap to other companies who are interested in a professional data capture and interrogation system”
For further information on how Snap software provides one single interface for multi-mode surveys such as paper, web, email, tablets, PDAs and kiosks, contact one of the Snap team on +44 (0) 20 7747 8900.
Note: All of our research work is undertaken in accordance with the MARKET RESEARCH SOCIETY CODE of CONDUCT and our researchers are all members of the MRS. We are registered under the data protection act 1998 and ISO 9001:2000 and BS7911:2003 quality standards.