For my public relations research class, we were put into groups and assigned companies or organizations that needed help expanding their audiences and visitors. My group was assigned Lakeside Life Magazine, which is a magazine produced for the residents and visitors of Smith Lake in Alabama. Our purpose in completing this research was to discover various opportunities for the Lakeside Life to expand on. Our main objective was to gain a better understanding of what lake goers are seeking out of their Smith Lake experience so the Lakeside Life Magazine can tailor their platforms to that audience.
This research study was focused specifically on figuring out what lake enthusiasts want out of their lake experience. This study included asking questions about the possibility of owning/ renting property on Smith Lake, favorable lake activities, and duration of stay. Included in the research report are the objectives of the research, an analysis of the strengths and weaknesses of the company, the methodology we used when creating the survey, the survey itself, an analysis of the survey results, and recommendations for the company moving forward.
Our survey was produced using the computing system Qualtrics. By using this software, we were able to plug each individual question into the system, which included our screener, demographic, scale, and open-ended questions. The screener questions were meant to indicate if survey participants were renters or property owners. The demographic questions were meant to indicate the target audience for Lakeside Living Magazine. The scale questions were meant to determine the participants’ interests while at the lake and to find out how they’d like to see Smith Lake expand recreationally. Finally, the open-ended questions were meant to expand on scale questions to capture an in-depth analysis of what visitors and residents would like to see for the future of the lake. Results of this data analyzed the majority of Smith Lake visitor’s preferred a lake that emphasized leisure and entertainment rather than quiet and professional.
To see the final product and the analytics we ran on our survey research, click here for a PDF version of the paper.