Research & Monitoring
Information is a necessary adjunct to the marketing triangle of product, consumer and marketing mix. Effective development and marketing requires information on every aspect of a proposed product and its competitive environment; research into past, present and potential consumer patterns; and into the marketing media and mechanisms that motivate target audiences.
Strategic management demands access to research material, realistic analysis of data and objective interpretation of results. In many cases specific research needs to be undertaken and much of our work has included a research component. We have also been commissioned for pure research and can demonstrate expertise in designing and implementing research methodologies and in the objective interpretation of results.
'Big Data' has added a new dimension to research and monitoring. Each digital channel creates its own data sets, to the extent that the unwary can sink below the weight of 'information porn'. Big Data can provide any number of answers on marketing performance and consumer trends, but efficient and effective management relies on asking the right questions! Everything else is wasted.
Information is a necessary adjunct to the marketing triangle of product, consumer and marketing mix. Effective development and marketing requires information on every aspect of a proposed product and its competitive environment; research into past, present and potential consumer patterns; and into the marketing media and mechanisms that motivate target audiences.
Strategic management demands access to research material, realistic analysis of data and objective interpretation of results. In many cases specific research needs to be undertaken and much of our work has included a research component. We have also been commissioned for pure research and can demonstrate expertise in designing and implementing research methodologies and in the objective interpretation of results.
'Big Data' has added a new dimension to research and monitoring. Each digital channel creates its own data sets, to the extent that the unwary can sink below the weight of 'information porn'. Big Data can provide any number of answers on marketing performance and consumer trends, but efficient and effective management relies on asking the right questions! Everything else is wasted.
Urban Destination Marketing: A Comparative Review, 1988
Research into the resourcing of marketing bureaux across a range of UK cities, including staffing levels and administration, equipment and marketing budgets. To provide a comparison with the resources available to the (then) Cardiff Marketing Bureau. For the Wales Tourist Board.
Wicklow Goal, 1991
Market assessment for a proposed heritage attraction. For Wicklow County Council.
The Irish Aviation Experience, 1991
Market assessment in support of feasibility study for a proposed day visitor attraction, Dublin. For Aer Lingus.
Cheddar Gorge, 1992
Design and testing of visitor survey to inform the development of a marketing strategy for Cheddar Showcaves. For the Longleat Estate.
Day Visitor Attractions in the Teifi Valley, 1993
Baseline audit of attractions and comparative performance, together with recommendations for development and joint marketing. For the Wales Tourist Board and Antur Teifi, and leading to the formation of the Teifi Tourism joint marketing consortium.
Carrick-on-Shannon Heritage Centre, 1994
Market assessment and contribution to feasibility study for a proposed heritage attraction. For Leitrim County Council.
Technology Transfer Project, 1995
Research into the distribution and uses of ICT in Welsh visitor attractions and the potential for an on-line information service. For the Welsh Office.
Industrial South Wales Scoping Study, 1997
Catchment/Isochrone Analysis of staying and day visitor tourism markets for the South Wales Valleys. For Tourism Development International and the Welsh Office.
A Study of Coach Based Tourism: Bristol and Bath, 1999
Assessment of the volume and value of coach based tourism, together with recommendations on best practice in coach management, based on wide consultation and comparison with other UK cities and historic towns. Principal author, in association with the West Country Tourist Board. For Bristol Tourism and the Bath Marketing Bureau.
Tourism Innovation Programme, 1998-2000
Continual research into and analysis of tourism trends, contributing to information web site for participants. EU pilot project.
Farm Holiday Branding, 2000
Design, implementation and analysis of consumer research to inform recommendations on the branding and marketing of farm-based tourism operations. For the Wales Tourist Board.
Day Visitor Attraction Catchments, 2008
Briefing document on market segments, attraction catchments and factors affecting the catchment footprint, for the client portfolio of an international attraction design company. For Adrian Fisher Mazes Ltd.
Wales and the Sea, 2012
Research and selection of maritime heritage themes and storylines as part of feasibility / planning for a pan-Wales community network. A Welsh Government Innovative Digital Community project for Maritime Heritage Trust Wales.
Editor, Visit Wales : Share Wales, 2012-2014
A core function of the editor's remit was constant monitoring of digital developments and news relevant to the tourism sector. The results, presented on the Blog and News pages, was an eclectic mix of current best practice, emerging patterns and horizon scanning: hardware and software, technologies and applications, consumer trends and changing usage patterns.
Research into the resourcing of marketing bureaux across a range of UK cities, including staffing levels and administration, equipment and marketing budgets. To provide a comparison with the resources available to the (then) Cardiff Marketing Bureau. For the Wales Tourist Board.
Wicklow Goal, 1991
Market assessment for a proposed heritage attraction. For Wicklow County Council.
The Irish Aviation Experience, 1991
Market assessment in support of feasibility study for a proposed day visitor attraction, Dublin. For Aer Lingus.
Cheddar Gorge, 1992
Design and testing of visitor survey to inform the development of a marketing strategy for Cheddar Showcaves. For the Longleat Estate.
Day Visitor Attractions in the Teifi Valley, 1993
Baseline audit of attractions and comparative performance, together with recommendations for development and joint marketing. For the Wales Tourist Board and Antur Teifi, and leading to the formation of the Teifi Tourism joint marketing consortium.
Carrick-on-Shannon Heritage Centre, 1994
Market assessment and contribution to feasibility study for a proposed heritage attraction. For Leitrim County Council.
Technology Transfer Project, 1995
Research into the distribution and uses of ICT in Welsh visitor attractions and the potential for an on-line information service. For the Welsh Office.
Industrial South Wales Scoping Study, 1997
Catchment/Isochrone Analysis of staying and day visitor tourism markets for the South Wales Valleys. For Tourism Development International and the Welsh Office.
A Study of Coach Based Tourism: Bristol and Bath, 1999
Assessment of the volume and value of coach based tourism, together with recommendations on best practice in coach management, based on wide consultation and comparison with other UK cities and historic towns. Principal author, in association with the West Country Tourist Board. For Bristol Tourism and the Bath Marketing Bureau.
Tourism Innovation Programme, 1998-2000
Continual research into and analysis of tourism trends, contributing to information web site for participants. EU pilot project.
Farm Holiday Branding, 2000
Design, implementation and analysis of consumer research to inform recommendations on the branding and marketing of farm-based tourism operations. For the Wales Tourist Board.
Day Visitor Attraction Catchments, 2008
Briefing document on market segments, attraction catchments and factors affecting the catchment footprint, for the client portfolio of an international attraction design company. For Adrian Fisher Mazes Ltd.
Wales and the Sea, 2012
Research and selection of maritime heritage themes and storylines as part of feasibility / planning for a pan-Wales community network. A Welsh Government Innovative Digital Community project for Maritime Heritage Trust Wales.
Editor, Visit Wales : Share Wales, 2012-2014
A core function of the editor's remit was constant monitoring of digital developments and news relevant to the tourism sector. The results, presented on the Blog and News pages, was an eclectic mix of current best practice, emerging patterns and horizon scanning: hardware and software, technologies and applications, consumer trends and changing usage patterns.
