How we diagnosed sales drivers and barriers in family history research (genealogy)
Faced with falling income, the General Register Office (GRO) (part of the Home Office) wanted to understand the family history customer journey, in particular use of birth, death and marriage (BMD) certificates to help maintain sales and cover costs.
Public sector market research approach
Multiple-step approach covering:
- Secondary research to unearth evidence on the competitive context and also BMD sales and issues.
- Qualitative research to understand family history researchers and influencers. Also the family history research journey, role of GRO and sales drivers and barriers.
- Analysis followed by interim debrief and working session. In turn this informed the subsequent next step.
- Quantitative research and statistical modelling to quantify usage and attitudes. In particular, to quantify BMD sales drivers and barriers. Also to inform strategic product, communication and pricing policies. Thirdly to analyse and forecast demand and revenue to 2015 by creating an econometric model.
- Analysis followed finally by a full debrief and working session.
Provided many revelatory insights on existing and potential family history researchers; also drivers and barriers to research family trees and buy/use birth, death and marriage certificates. As result this inspired new marketing strategies including product, promotion and pricing policies to achieve desired strategic outcomes.
Start your family history research by visiting the General Register Office.
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