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
- Secondary research to unearth evidence on the competitive context and BMD sales drivers and barriers.
- Qualitative research to understand family history researchers and influencers, the family history research journey, role of GRO and drivers/barriers.
- Analysis followed by interim debrief and working session.
- Quantitative research and statistical modelling to quantify usage and attitudes, BMD sales drivers and barriers, determine strategic product, communication and pricing policies. Also to analyse and forecast demand and revenue to 2015.
- Analysis followed by 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 bith, death and marriage certificates. As result this inspired new product, promotion and pricing policies to achieve desired strategic outcomes.
Start your family history research by visiting the General Register Office.