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land rover monthly
Customer Insight & Perception Research
About The Client
Land Rover Monthly (LRM), a leading publication for Land Rover enthusiasts, wanted to ensure that any major changes to its annual show were informed by clear audience insights.
With a possible venue change on the horizon, the team sought to gather reliable data from both traders and visitors to assess how the move might affect perceptions and future attendance.
Land Rover Monthly magazine is a publication for Land Rover specialists. Land Rover Monthly holds a yearly weekend, 3 days show for Land Rover owners and families. The show brings together thousands of Land Rovers of every kind, a large array of trade stands, an autojumble, and an arena packed with live action. As well as rare and modified Land Rovers, visitors get the opportunity to drive their vehicles on an off-road course.
Mackman Research was commissioned by Land Rover Monthly (LRM) to conduct a piece of research on their behalf. Land Rover Monthly was considering moving their annual Land Rover Show to a new venue and needed to gauge how both traders / exhibitors and visitors would feel about this.
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Table of Contents
Sector: Media
Website: https://www.landrovermonthly.co.uk/
The Research Project
Land Rover Monthly Commissioned Mackman Research to conduct independent research to guide their decision about moving the show to a new venue. With thousands of visitors and traders attending each year, the decision needed to be backed by robust feedback. The research was designed to remain neutral and avoid disclosing the potential venue change. The goal was to understand current perceptions of the existing site and collect comparative insights regarding other events in the sector.
Customer Feedback Survey Results
The response to the surveys was strong, with 310 visitors and campers completing the online survey and 152 traders and exhibitors participating in a telephone survey. Both surveys achieved a 95% confidence level, with intervals of 5.5% and ±5% respectively. The data provided valuable insights into the attitudes of both audience groups, with a wide range of helpful and illuminating comments. These findings played a pivotal role in LRM’s decision to relocate the event, and the subsequent success of the newly rebranded Land Rover Max! Show validated this data-driven approach.
Research Aims & Objectives
The primary aim of the research was to gather meaningful feedback from event stakeholders without revealing plans for a potential relocation. Land Rover Monthly wanted to benchmark the performance of their current site and compare its strengths and weaknesses with similar events, focusing on visitor satisfaction, trader sentiment, and overall site experience.
The Research Design & Methodology
Mackman Research designed two tailored perception surveys—one for visitors and campers, and one for traders and exhibitors. Visitors were invited to complete an online survey, with an incentive prize to boost response rates. Traders and exhibitors were contacted via telephone to gather detailed, qualitative responses, although a small number opted to complete the survey online for convenience. In order to preserve data integrity, duplicate survey attempts were filtered out to ensure only unique responses were analysed. The results gave a comprehensive picture of stakeholder satisfaction and helped LRM move forward with confidence.
Research Outcomes
The final report provided LRM with compelling evidence that informed their decision to relocate and rebrand the event. With the support of audience feedback, Land Rover Monthly successfully transitioned to a new venue with strong attendance and positive sentiment. The research findings now form a benchmark for future evaluations, ensuring that the event remains aligned with community expectations.
What The Client Says
“LRM successfully made an informed decision to change the location of the three day Land Rover event and had a bumper successive year, with new visitors attending the renamed Land Rover Max! Show”.
