Helping Portsmouth Historic Dockyard develop a ten year plan

By Steve Mills

Portsmouth Historic Dockyard approached BDRC looking for research to inform its ten year strategic development plan for the site.

A multi-faceted research programme was developed which included a review of all existing research, an online market survey and focus groups among potential audiences, on-site visitor experience research and social media analysis.

The backbone was the online market survey which segmented the market according to potential visit motivations using a bespoke approach. This helped PHD to identify target audiences, and provided guidance on how to develop opportunities to engage these segments. BDRC’s research was heavily drawn upon when developing the ten year plan.