1. Suburban Families in
Manchester

2. Our research
• Target group – suburban families in GM
with at least one child under 16
• Over 300 online responses
• 4 focus groups – 2 x adults; 2 x children
• Cost £10k by QA Research

3. What we learned about the
audience
• 1/5 members, ½ visited ‘urban’ property
• High awareness of NT but low knowledge – only
1/3 know we are charity
• Lukewarm – neutral on recommendation
• Key benefit/awareness = accessible countryside
• Still seen as ‘tweedy’ and rural – definitely not
rural
• We are family friendly but jury is out on ‘fun’

4. Recommendations
• Good audience to go for – large number of
potential members and supporters
• Need better geographical coverage –
touchpoints
• Need to be more fun
• Sell value of membership better (rainy
Manchester!)
• Appeal to the kids – they drive visits