What Will I Learn From This Study?
The study is designed for public swimming pools that want to gain insights into their own visitors. If desired, also former visitors and non-visitors can be surveyed.
A balanced questionnaire ensures feedback on all relevant operational areas:
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Visitor experience in your swimming pool
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Impact of the pool on visitors (Impact Compass Model)
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Evaluation of offerings and infrastructure
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Detailed visitor profiles
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Visitor preferences and motivations
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Assessment of communication strategies
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Net Promoter Score
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Concrete feedback and suggestions via open questions
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Why do former visitors stop coming?
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Why do non-visitors not come? How can they be convinced?
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The questionnaire will be personalized to your swimming pool. Additionally, you have the (free) option to add your own questions or exclude certain topics or questions if you do not wish to include them in the study.
The study provides practical insights that are directly applicable to your swimming pool. Ample space is also provided for qualitative feedback through open questions.
Regardless of the number of respondents you reach for your own swimming pool, in the final report will also allow you to learn from national and international results and results from a cluster of comparable swimming pools.
​Which target audience?
The study is designed to survey visitors of your swimming pool. Visitors are defined as people who have visited the pool in the past 12 months. It can be swimmers, or people who come in your pool that don't make use of the basic offer (e.g. parents with their children).
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If desired, you can also include former visitors (people who have stopped visiting) or non-visitors (people who have not yet visited your swimming pool). The smart survey provides specific questions for these groups. The system recognizes these profiles and presents only the questions relevant to them. Separate communication materials are provided for these target groups.
A simplified version for target groups is dynamically integrated into the survey.
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The study is available in four languages. You can select the languages in which you wish to offer the survey for your swimming pool. The available languages are: Dutch, English, French and German.
Is it labour-intensive for my swimming pool to participate?
The study is designed to be conducted in your swimming pool in an easy and efficient manner. Since most swimming pools may not have the capacity to dedicate significant staff time to research, your workload is kept to an absolute minimum thanks to the support of the SwimVox team.
What time commitment is expected from you or a staff member of your swimming pool?
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Registering your swimming pool for the study
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Providing certain characteristics of your swimming pool as well as adding and deleting custom questions (if desired). This is organised through an easy and well-structured online research platform. Based on this information, the research team personalizes and programs your individual survey.
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Promoting the survey (see communication) through one or more channels, depending on your preferences and possibilities.
You will receive a clear, readable, and practically applicable research report at the end of the study.
Personalized Questionnaire
The study includes a well-balanced questionnaire specifically designed for public swimming pools in collaboration with academic partners, relevant sector organizations, and professionals from the swimming pool industry.
The questionnaire is based on a European standard but has been tailored to the national context of each country.
The survey is also fully adapted to the specific reality of your swimming pool. Before launching, you will have the opportunity to:
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Remove questions or answer options that you feel are not relevant for your swimming pool.
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Add your own custom questions if desired.
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Personalize questions (e.g., activities in your swimming pool).
Through the research platform, you can easily and systematically provide key characteristics of your swimming pool to the research team. This information will be used to program a fully customized survey for your pool.
Adding custom questions or removing questions from the general survey can also be done effortlessly via the research platform. This ensures that the research team develops a fully personalized survey for your swimming pool, while still allowing for anonymous benchmarking with other pools.
The survey system is dynamic and intelligently designed: based on the profile and responses of the participant, only the relevant questions are displayed. This approach also allows former visitors and non-visitors (if desired) to be included in the same survey, receiving tailored questions. Separate communication materials for target groups are provided if you choose to include these groups.
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Scientifically grounded
The study is supported by academics from various universities and research centers.
They collaborated to create a balanced questionnaire that will be implemented in the participating countries.
The universities and research centers also ensured the adaptation of the European standard to the national context, recognizing that each country is unique. Additionally, national sector associations and several field representatives contributed to the development of the questionnaire.
At the end of the study, in each country we will conduct an overarching analysis across the various swimming pools, based on anonymized results. This helps to support the sector in general.
In addition to the comprehensive personalized report with your own results, each participating swimming pool will also receive the national and European reports.
What is the participation fee?
The study is offered independently to public swimming pools. It has been developed to provide your swimming pool with an accessible tool to survey your visitors in a structured and evidence-based manner.
In this independent framework, the costs of the study are carried by the participating swimming pools. The participation fee reflects the actual cost of the study and includes the entire process from start to finish. Market prices for comparable research are significantly higher.
To distribute the costs of the study fairly, the fee is based on the number of inhabitants of the municipality where the swimming pool is located.
The contribution per number of inhabitants is determined as follows:
* Amounts exclude VAT.
* Are you working together with multiple swimming pool locations or part of a larger structure or organization? Contact us here for a tailored offer for groups.
You have the option to allocate the budget in 2025, in 2026, or spread it over two years (50% in 2025 and 50% in 2026).
You can register your swimming pool for the study here.
Reporting & Benchmarking
The study results in a comprehensive research report with practical and actionable insights for your swimming pool. This report not only provides detailed information about your own results but also allows you to (anonymously) compare your pool with a cluster of similar swimming pools in your country and even across Europe.
Clusters are groupings of swimming pools based on various characteristics such as size, offerings, location type, and more. By aggregating the results of multiple pools into clusters, your swimming pool's results can be compared with those of similar pools, while ensuring that your data remains anonymous at all times.
Your report is always confidential: only your swimming pool will receive its individual results, and these will not be shared with others. However, if you wish, you are free to share your results publicly.
Reports will be delivered after the research period, which runs to 30/11/2025. You can expect your individual research report no later than 24/12/2025.
You will also have access to an online dashboard via a personal login, allowing you to monitor your swimming pool's results at any time.
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For which swimming pools?
The study is designed to be applicable to any type of public swimming pool, whether indoor or outdoor, regardless of offerings, size, structure, location, or other characteristics.
The study is also scalable: it is accessible for the smallest to the largest swimming pools.
For groups of pools, there is an adapted offer.
When?
The research period runs until 30/11/2025.
This extended research period allows you the flexibility to choose the timing that best suits your swimming pool and its operations to communicate about the study. You can run the study throughout the entire period or select specific time frames.
You can register your swimming pool for participation until 31/08/2025.
Your personalized research report will be delivered after the study concludes. Additionally, you will have continuous access to an online dashboard via a personal login, allowing you to monitor your swimming pool's results at any time.
Security
We handle your data and results with care.
All systems are secured according to current standards:
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Secure servers.
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HTTPS – SSL encryption.
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Continuous server backups.
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Anti-BOT measures.
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Various quality control measures are applied to ensure data integrity:
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Consistency checks through control questions.
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Checks for 'speeders' (respondents who complete the survey too quickly) at various points in the survey.
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(Anonymized) IP address checks.
Privacy
The study is conducted in accordance with European GDPR regulations.
No personal data from respondents is collected at any point, and the survey is completely anonymous. It is in no way possible to trace survey responses back to an individual.
How are incentives (prizes) assigned to winners?
The survey system randomly selects winners from the respondents who complete the survey. Those identified as winners will see a unique code at the end of the survey with instructions to contact the research team. This ensures that only the contact details of winners are collected to deliver their prizes. These details are deleted immediately afterward.
For each participating swimming pool, we ask for the contact details of one representative: name and email address. These details are solely used for communication regarding the study and to grant access to the survey platform. These details can be requested, updated, or deleted at any time upon simple request via email. If desired, you can also add other representatives to access the research platform and your dashboard.
All data and results are stored on secure servers within the European Union or the United Kingdom (in accordance with EU legislation). The results of your study remain private to your swimming pool at all times. They are only shared with the designated contact person(s) within your organization. You are free to share your results publicly if you wish.
The results from all participating swimming pools are anonymized and aggregated, enabling a grouped analysis. This allows your report to compare your swimming pool anonymously with a cluster of similar pools, as well as with national and European data. Additionally, it provides valuable insights that benefit the entire sector.
Helpdesk
A professional helpdesk supports your swimming pool throughout the study.
For every inquiry, a ticket is created to ensure proper follow-up.
If swimming pool visitors have questions or comments about the survey, they will also be assisted by the helpdesk. Through the help button in the survey, they can connect with the helpdesk.
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Groups
For groups and collaborations of swimming pools, a tailored offer is available.
Click here for more information.
Reaching respondents
Collecting Feedback Efficiently
The study is designed to gather feedback from your visitors as smoothly as possible. The primary setup of the study is online.
You will receive a unique link to your personalized online survey, which you can share with your visitors. The same link can also be used to reach former visitors and non-visitors (see below) if desired.
At the start of the study, you will receive a detailed briefing explaining options for sample selection and communication strategies. We recommend making a random selection of visitors from your database and contacting them via email. For swimming pools that do not have this possibility, excellent alternative methods are available, such as recruitment material on-site or through newsletters, websites, social media, and other channels. If desired and with the right resources available, it is also possible to survey visitors “live” with the help of pool staff. A specific briefing is available for this approach.
To further support respondent engagement, the research project provides incentives.
For every fully completed survey, 1 m² of rainforest is preserved in partnership with the recognized organization World Land Trust. Additionally, respondents have a chance to win travel vouchers worth €1000.
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Communication to non-visitors and former visitors is done through a general announcement and various communication channels. Different materials will be provided to facilitate this process.
The survey system is responsive, making it accessible via computer, tablet, or smartphone.
The pilot study (with over 240 swimming pools) demonstrated that these methods generate strong response rates. Approximately 80% of respondents completed the questionnaire, an exceptionally high result for quantitative studies. This reflects the appreciation and strong engagement of swimming pool visitors.
Do You Want to Include Former Visitors and / or Non-Visitors?
You will receive customized materials to encourage non-visitors or former visitors to share their opinions. These materials can be distributed via your municipality, partner organizations, associations, etc.
Do You Prefer Conducting Surveys Live in the Swimming Pool?
This can be done using a computer, tablet, or smartphone directly in the survey system.
A separate briefing is available.
Open Invitations for Feedback
The open invitation to participate in the survey allows feedback to be gathered in a minimally labor-intensive way, while also enabling you to include former visitors and non-visitors if desired.
Random Sampling Options
If you prefer, you can conduct a fully randomized sample for this study. In this case, you can distribute flyers to a random selection of visitors at the reception desk (you will receive a personalized flyer from us for printing), a random selection in your swimmer databases, or conduct surveys randomly in the building, using a tablet or smartphone. A tailored briefing can be requested from the research team for this approach.
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