Case Study – TracAce Explorer Survey for National Trust’s Killerton

TracAce™ Explorer employed GPS tracking to collect rich, objective data about the real visitor experience at Killerton.  We applied statistical analysis techniques to evaluate the data, developing a complete picture of visitor behaviour.  This supported both anecdotal assumptions as well as highlighting some unexpected findings.

The conclusions of this study will be used to support and guide site development plans, inform targeted marketing strategies and improve the visitor experience and information.

The project

30 GPS trackers were distributed via Visitor Reception (VR) at Killerton over a period of 30 days.  Supporting questionnaires were also used, allowing visitor segmentation to be applied to the data. We spit the park into several key areas of interest, using our geofence technique.

Over 600 tracks were collected and analysed.  With GPS data collected every 10 seconds it was possible to identify even brief moments of pause when visitors stopped to admire a view, open gates, or were confused over a route

Key Findings

We used heat maps and routing algorithms within the statistical analysis to identify visitor’s priorities, preferences and behaviour patterns around the site.

We also performed a segment analysis, determining how long different visitor types stayed on the park and the popularity of each specific area.

We identified a low footfall to key attractions and were able to suggest ways to strengthen the visitor experience for different people.

TracAce™ Explorer can provide numerous solutions to assist any public attraction to understand how their site is used, and to enhance their visitor’s experience.  Our GPS tracking and statistical interpretation delivers stronger data, faster reports, in a more cost-effective manner.

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