1. Presentation themes
1. The study
2. Awareness of National Trust
3. Behavioural findings
4. Attitudinal data
5. Summary and conclusions

2. 1. The study
Study aim:
Baseline of awareness, behaviour and attitudes amongst target
TMP households in B11 and B12
Via:
• 200 household interviews
• Random selection of 20 streets in both B11 and B12
• Cluster s of 10 properties from which to achieve 5 interviews i.e. 50% min strike rate
• Thus representative in terms of ethnicity and socio-economic status

3. 2 Awareness
UNPROMPTED i.e. name ANY organisations PROMPTED i.e. have you heard of the National
which look after, and provide access to, Trust?
historic buildings and outdoor natural heritage

4. 2 Awareness cont.
Table 3.1 Name awareness by age/gender/broad ethnicity
Age Gender Broad ethnic
White Asian
16 – 24 25-44 45-64 65 + Male Female groups groups Other
Base: 49 76 48 26 116 83 46 111 34
Aware 32.7% 55.3% 62.5% 23.1% 46.6% 48.2% 97.8% 30.6% 41.2%
Awareness of Trust activity:
Locally In Birmingham In WM Region

5. 2 Awareness cont
Reasonable awareness of named sites (Ranging from Back to Backs 39.2%; Rock
Houses Kinver 21.6%)
But three quarters claim to know nothing or hardly anything about the Trust
Note: all awareness indicators vary by ethnic group with very low levels
of awareness amongst Asian respondents

6. 3 Behavioural indicators
Ever visited
Table 4.4 Leisure behavior in past 12 months
No One visit 2+ visits
Visited countryside sites/nature reserves in past 12 months 66.2% 30.9% 2.8%
Visited historic houses/castles/historic ruins museums or
galleries in past 12 months 70.5% 28.5% 1.0%
Taken part in adventure sports 66.7% 28.0% 5.5%
Walked more than 5 miles 83.0% 16.0% 1.0%

7. 4 Attitudinal indicators cont
Table 5.2 Unaware respondents – likelihood to visit sites after show-card prompt
Unaware: Likelihood to visit
Not at all Fairly unlikely Fairly likely Very likely
Birmingham Back to Backs 37.3% 20.5% 42.2% 0.0%
Packwood House 39.2% 18.6% 41.2% 1.0%
Clent Hills 42.7% 20.7% 35.4% 1.2%
Rock Houses at Kinver 40.4% 17.2% 40.4% 2.0%
Table 5.3 Leisure activity
Active Passive No real interest
interest interest
Gardening / horticulture 25.5% 17.0% 57.5%
Wildlife/Natural History 21.5% 23.0% 55.5%
Outdoor activities 41.0% 18.5% 40.5%
Landscapes 16.5% 21.5% 62.0%
History/Local history 25.0% 24.0% 51.0%
Family history/genealogy 25.5% 16.5% 57.5%
Art / art history 22.5% 12.0% 63.5%
Architecture 17.0% 18.0% 64.5%
1. Active interest – like to take part in or study the subject
2. Passive interest – not actively involved but enjoy TV/Radio or press articles on subject
3. No real interest

8. 5 Conclusions and recommendations
•Survey was designed as a baseline exercise – in advance of local interventions
•It does throw up strong themes, in particular low levels of awareness of
amongst the majority Asian population
•Essentially Pakistani or Bangladeshi - high levels of non-English speaking –
which impacts on levels of awareness of UK culture and heritage.
•Local or sub-regional Trust sites presented to respondents do reflect an
essentially white British heritage or culture.
•Nonetheless the survey does highlight the need to
•Identify sub-groups or segments with greatest potential for conversion so that activity can be
targeted )
•Explore what the hooks might be which would attract greatest numbers of current non-rejecters
•Identify what the key “negatives” are in relation to the NT product
(There are great divergences within the Asian community in relation to leisure behaviour/attitudes)

9. 4 Attitudinal indicators
Table 5.1 Agreement statements: NT local involvement
Neither
Strongly Strongly Don’t
Agree Agree nor
Agree Disagree Disagree Know
Disagree
a) I know the National Trust
does good things in the
West Midlands 1.5% 26.0% 6.1% 0.5% 0.0% 65.8%
b) The National Trust plays
an important part in the life
of the local community in
this area 1.0% 3.1% 10.2% 18.4% 0.5% 66.8%
N= 200