Canterbury is home to two Curzon cinema locations, a unique distinction outside of London. The first, located at Westgate Hall in the city centre, opened in 2014. The second, a multi-screen site, now serves as the anchor business of Canterbury’s new Riverside development. However, despite its central location, the Westgate Curzon saw a decline in student patrons, prompting questions about whether the newer multiplex has diverted student custom.
As part of the University of Kent’s Student Impact Challenge, Psychology undergraduate Alia Awan took on the challenge of investigating why student numbers at Westgate Curzon had declined and what could be done to improve student engagement.
Project Overview
Alia’s task was to explore whether the nearby Riverside multiplex had affected student attendance at Westgate Curzon and what the cinema could do to attract more students. Initially, she considered conducting interviews or focus groups but decided that a survey would offer a broader understanding of the issue. Drawing on her knowledge from her Psychology degree, Alia crafted a survey that included both multiple-choice questions and opportunities for longer responses, allowing her to gather qualitative and quantitative data.
“Westgate wanted a broad understanding of why fewer students were visiting the cinema,” Alia explained. “I designed a mixed-methods survey to gather a range of responses and give Curzon suggestions on how to increase student interest.”
To reach as many students as possible, Alia created a poster and distributed the survey through university societies, group chats, and her personal social media channels. Her efforts were successful, with over 80 responses gathered within a few days.
Research Findings and Insights
At the end of the project, Alia compiled her findings into a series of PowerPoint slides, presenting the survey results along with actionable recommendations for Westgate Curzon. Her analysis identified key factors influencing student attendance, including pricing, convenience, and the overall atmosphere at the cinema.
“One of my favourite parts of the project was figuring out how to translate the data into a palatable and useful format for Westgate Curzon to use in the future,” Alia noted. “This experience allowed me to apply what I’ve learned in my degree in a real-world context and gave me valuable insight into leading a research project from start to finish.”
Overcoming Challenges
Alia faced several challenges during the project, including the difficulty of encouraging survey participation without offering an incentive. However, through persistent outreach and leveraging her personal networks, she was able to gather a meaningful sample size. She also had to balance the project with her final-year commitments, giving her the opportunity to develop and refine her time-management skills.
“I learned how to manage my time effectively, especially since I did this project alongside my final-year work,” Alia said. “It was also challenging to distribute the survey, but I was proud to receive over 80 responses in just a few days.”
This experience has been particularly valuable for Alia, who plans to pursue a career in research. The project gave her the chance to design and execute an entire research process, from survey creation to data analysis and presentation.
Feedback from Westgate Curzon
George Burnell, Assistant Manager at Westgate Curzon, praised Alia’s work and noted the impact her research will have on their future marketing strategies.
“Alia engaged with the project really well and had a great understanding of the objectives,” George said. “Her survey, which received 80 responses, provided us with detailed information and recommendations that we are now considering. Her insights were incredibly useful, and we’ll be using them to inform our marketing strategy moving forward.”
Burnell emphasised the value of Alia’s project for the cinema, highlighting how the insights gained will shape their future efforts to attract more student patrons.
A Step Forward for Curzon Westgate
Alia’s project provided Westgate Curzon with a clearer understanding of why student engagement had declined and offered practical solutions to address the issue. Her work is a prime example of the real-world impact that student research can have on local businesses through the Student Impact Challenge.
For Alia, the project offered an invaluable opportunity to apply her academic knowledge in a practical setting, giving her hands-on experience in research design, data collection, and analysis. The skills she developed during the project are crucial for her future career in academia and research.
“This project gave me the freedom to apply ideas and knowledge from my degree, and the experience I gained from leading the research process will be very beneficial for my future career,” Alia reflected.
Learn More About the Student Impact Challenge
Alia’s work with Westgate Curzon is just one of many projects made possible through the University of Kent’s Student Impact Challenge. This initiative connects students with real-world opportunities, allowing them to apply their academic learning while making a tangible difference in the community.
Want to gain valuable real-world experience like Alia? Find out more about the Student Impact Challenge and how to get involved here. Applications for 2024 close on 6th October 2024!