Menu

Helped the organizers learn guests' opinions and understand how to make the festival better.

OPINIONS SURVEY ON THE RUSSIAN CHRISTMAS FESTIVAL

RESEARCH GOAL

To create a portrait of a festival visitor and collect feedback about the event: to find out what guests liked and what should be changed.

Russian Christmas is a large-scale three-day festival dedicated to the pre-revolutionary traditions of the holiday. It has been held in Shyua by the Center for Tourism Development of Ivanovo region since 2020.

We updated the festival website, turning it into a handy guide and encyclopedia of Christmas (there is a separate case on this work). After the festival the organizer asked us to conduct research.

RESEARCH GOAL

To create a portrait of a festival visitor and collect feedback about the event: to find out what guests liked and what should be changed.

После праздника организатор попросил нас провести исследование.Russian Christmas is a large-scale three-day festival dedicated to the pre-revolutionary traditions of the holiday. It has been held in Shyua by the Center for Tourism Development of Ivanovo region since 2020.

We updated the festival website, turning it into a handy guide and encyclopedia of Christmas (there is a separate case on this work). After the festival the organizer asked us to conduct research.

METHODIC

1

Questionnaire creation

2

Selecting respondents and running ads

3

Analysis of results

METHODIC

1

Questionnaire creation

2

Selecting respondents and running ads

3

Analysis of results

QUESTIONNAIRE CREATION
01

It was important for the organizer to collect honest feedback about the festival and hear the guests' wishes, as well as to determine visitors' characteristics: age, gender, city, mode of travel. This would help to plan the program and the logistics of the next festivals.

We made the questionnaire in Google Forms: their interface is user-friendly and familiar. This tool is also convenient for us: the answers are automatically collected in a Google Table, which is easy to process.

We structured the questions in such a way that the respondents were gradually involved in the topic, and the process itself was easy and interesting.

QUESTIONNAIRE CREATION
It was important for the organizer to collect honest feedback about the festival and hear the guests' wishes, as well as to determine visitors' characteristics: age, gender, city, mode of travel. This would help to plan the program and the logistics of the next festivals.

We made the questionnaire in Google Forms: their interface is user-friendly and familiar. This tool is also convenient for us: the answers are automatically collected in a Google Table, which is easy to process.

We structured the questions in such a way that the respondents were gradually involved in the topic, and the process itself was easy and interesting.
01

QUESTIONNAIRE CREATION

It was important for the organizer to collect honest feedback about the festival and hear the guests' wishes, as well as to determine visitors' characteristics: age, gender, city, mode of travel. This would help to plan the program and the logistics of the next festivals.

We made the questionnaire in Google Forms: their interface is user-friendly and familiar. This tool is also convenient for us: the answers are automatically collected in a Google Table, which is easy to process.

We structured the questions in such a way that the respondents were gradually involved in the topic, and the process itself was easy and interesting.
01

FIRST PART

Closed-ended questions with multiple answers.

SECOND PART

Open-ended questions about impressions of the city, the festival, and its locations.

By the second part, the respondent was already fascinated by the survey and was interested in going through it to the end, despite the fact that the questions were getting more difficult. This is confirmed by the results: every second user completely filled the questionnaire out.

SECOND PART

Open-ended questions about impressions of the city, the festival, and its locations.

By the second part, the respondent was already fascinated by the survey and was interested in going through it to the end, despite the fact that the questions were getting more difficult. This is confirmed by the results: every second user completely filled the questionnaire out.

SELECTION OF RESPONDENTS
AND ADVERTISING LAUNCH
02

SELECTION OF RESPONDENTS AND ADVERTISING LAUNCH

02

TARGET AUDIENCE

We assumed that we would find the Russian Christmas participants among the visitors of the website and subscribers of the festival pages in social networks Vkontakte and Instagram.

PROMOTIONAL TOOL

Targeted advertising.

We developed creatives for the ads in the festival corporate style: it’s already familiar to subscribers, and the familiar attracts attention.

Our hypothesis held true: the "warm" audience that had already interacted with Russian Christmas content on social media was responsive and willingly clicked on the link. The cost per completed questionnaire was only 8.4 ₽.

RESULT

Our hypothesis held true: the "warm" audience that had already interacted with Russian Christmas content on social media was responsive and willingly clicked on the link. The cost per completed questionnaire was only 8.4 ₽.

RESULTS ANALYSIS
03

Таблицы с ответами перевели в наглядные диаграммы и инфографику.

С помощью опроса мы составили портрет среднестатистического гостя фестиваля.

RESULTS ANALYSIS
We used the survey to create a portrait of an average festival guest.

We converted the tables with the answers into visual charts and infographics.
03

RESULTS ANALYSIS

We used the survey to create a portrait of an average festival guest.

We converted the tables with the answers into visual charts and infographics.
03