The Royal Parks: managing quantitative data
Case Study overview
For several years, trueology has partnered with The Royal Parks to build a deeper understanding of how people use and value London’s parks. At the heart of this partnership is the dedicated Royal Parks Panel, a quantitative research community managed end-to-end by our team.
Our panels provide organisations with a continuous view of behaviour, sentiment, and expectations within their unique audience. Working closely with The Royal Parks, we developed a panel strategy that meets their goals while reflecting the needs of visitors. This approach moves insight beyond isolated snapshots to a year-round understanding of park-goers.
Panel surveys & continuous insight
We run at least four quantitative surveys per year, managing each wave through email marketing and engagement tools such as participation incentives. Surveys cover topics including visitor behaviour, reactions to new initiatives, sustainability, retail, and sports/leisure activities.
By keeping surveys accessible and relevant, we maintain strong engagement and ensure insights reflect real experiences rather than hypothetical scenarios. This continuous cycle provides The Royal Parks with a sensitive barometer for understanding change.
Recruitment, profiling & engagement
We manage panel recruitment, profiling, and engagement, ensuring a diverse mix of visitors—from commuters and local residents to families and hobbyists. This enables a nuanced picture of park usage: frequency of visits, activities, and seasonal or initiative-driven changes in perception.
Testing ideas & supporting decisions
The panel also allows pre-launch testing of ideas, including digital content, signage preferences, and new events. This provides fast, reliable insight that guides informed decisions and ensures initiatives meet visitor needs.
Analysis & reporting
Each survey wave is analysed in-house, with findings contextualised to highlight:
Shifts in sentiment
Behavioural patterns
Emerging opportunities to improve park experiences
We combine robust survey design and analysis with clear, accessible reporting, making insights actionable for teams across communications, marketing, interpretation, and park management.
Outcome
Across all our work, the aim remains the same: to turn data into meaningful insight that supports long-term development, strengthens audience understanding, and drives evidence-led decisions. The Royal Parks panel demonstrates how consistent, high-quality quantitative research can keep public spaces thriving.
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