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General Register Office

How we diagnosed sales drivers and barriers in family history research

Challenge

Faced with falling income, the General Register Office (GRO) (part of the Home Office) wanted to understand the family history market and the customer journey. In particular, the use of birth, death and marriage (BMD) certificates, and drivers and barriers to sales and cost recovery.

Family History Research

Researching family history researchers

Approach

  • Initial working session followed by secondary research to understand the market, key competitors and also BMD sales drivers and barriers. This involved regression analysis to determine sales causes and effects.
  • Qualitative research with genealogists through to novice researchers to understand customers and influencers. Also the family history research journey, salience and role of GRO and reasons for using or not using BMDs.
  • Followed by creation of range of BMD services and delivery methods.
  • Then finally quantitative research, conjoint analysis and econometric modelling to quantify usage and attitudes, BMD sales drivers and barriers, determine strategic product, communication and pricing policies, and analyse and forecast 5 year demand for BMD services and revenue.

Results

Created  mathematical formulae and statistical models to predict future sales by analysing and also correlating sales and effects over 10 years.
In addition, provided new insights on existing and potential family history researchers, the market and BMD sales drivers and barriers.
Devised new product, promotion and pricing strategies to meet the GRO’s public sector marketing objectives. These then provided a foundation and focus for growth.

To trace your family tree use the General Register Office‘s services – as used exclusively by a very large proportion of genealogists.

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