Simon Pardoe - Marketing & Business Development

The Consultancy has undertaken numerous market research and analysis projects for clients.  Here’s a bullet point list by sector and location:

Health & Fitness Clubs: throughout the UK, as well as Germany, Brussels, France, Italy, Spain and Jordan.

Golf Clubs: Scotland, Hertfordshire, Oxfordshire

Business Clubs: London and New York

Spas: London, Milan, Glasgow, Berlin

Luxury Travel: UK, Morocco, Italy, Spain, USA

The Research & Analysis requirements for clients in each of the above sectors are often similar, but every client is looking for the answers to their own specific questions, and the Consultancy always focuses on providing detailed information suitable to each client’s needs.  Here are some brief descriptions of the various types of Research & Analysis that the Consultancy can provide.

Demographic: dependent on the type of business and its location, the demographic analysis may range over a relatively small area (such as a 10 minute wlking radius from the core location) to city wide.  The Consultancy uses a number of different demographic data suppliers (depending on each project’s requirements) and then, once the core data has been generated, analyses it and then presents it to the client in a simple, distilled format.

Competitor Analysis: this normally goes hand in hand with the demographic analysis and enables the client to get a clear understanding of operators providing directly competing or similar offerings in their market place, together with their respective price points and any other available data.

Isochrones: this is an overlay of a specific geographic area calculated by distance and time and, where appropriate, mode of transport.  Isochrones can then be overlaid on, for example, the demographic and competitor data.

Site Research: it is often the case that once a client has established a successful business that they wish to replicate the concept elsewhere.  By utilising demographic reverse engineering (i.e. analysing the client’s existing customer profiles), we can then run this data in other locations and find which of them most closely resembles a market profile that is most likely to allow the business to succeed in a new location.

Focus Groups: when a client wishes to have a deeper understanding of their potential customers’ thoughts about a new product or service, focus groups can be invaluable in gaining insights.  This research can be done on both a qualitative and a quantitative basis.

Database Analysis: this kind of customer profiling is invaluable for discovering the potential scope for expanding the customer base by targetting new customers of the same or similar profiles to the client’s existing customers.  See, for example, this Case Study