1. DEF Research Programme September 2016

2. Introduction
Research & Intelligence was identified as a key area for the Discover England Fund
The initial industry consultation (March 2016) highlighted a number of broad research requirements, largely focused on
Information about trends and profiles from key inbound markets
Areas of opportunity for product development
Examples of best practice from the UK and beyond
In many cases, the information to meet these needs already exists – the challenge for would-be bidders was in finding, and making use of, the available data
Additionally some very specific theme / location based research requests were made

3. Work in Progress
In response to the initial consultation, a number of pieces of research have already been commissioned
Secondary (desk) research of existing data (IPS, NBI, 2013 Arkenford research, plus other VB projects e.g. decisions and influences survey)
Innovation strategy and screening approach – identifying areas of opportunity for new product development
Development of 6 case studies, bringing together learnings from a range of international tourism product development initiatives
Outputs from these projects will start to become available from September onwards

4. Work in Progress – Desk Research

5. Work in Progress – Innovation Strategy

6. Work in Progress – Case Studies

7. Research Requests
Further discussions with stakeholders highlighted widespread interest in new research - to support funding bids and for product development more generally
Those interested in additional research were asked to complete a research request template, outlining
Business objectives (how the research would be used)
Research objectives (what they wanted to know)
Other information e.g. context, market coverage, anticipated budget
In total, 37 research requests were received before the deadline in mid July
In addition, a number of the Year 1 main project funding bids discussed the need for research to support their project

8. Shaping the Year 1 Research Programme
Principle
Challenge
Solution
Product Development Focus
A huge breadth of research requests received, not all directly related to product
All commissioned research to have a direct application to product development (though may inform other activity types)
Avoid Duplication
Many of the requests received could (in part) be answered from existing data
Amend the programme of secondary research to better meet these needs
Breadth of Scope
Some requests as framed would only be relevant to a single destination or narrow activity area
Design research to be more broadly applicable e.g. to a destination type, or grouping of activities
Comparability of Approach
Many requests sought similar types of information e.g. market size, potential, motivations
Single approach to collecting the same type of information - for comparability and cost efficiencies
Modular Programme
Budgets not finalised, requirements may change during the year (and extend into years 2-3)
Tenders to cover a menu of different module options for a 3 year contract period so projects can be scaled up or down in line with need and available budget

9. Proposed Research Programme
Programme of secondary analysis to be shaped to reflect requests received
Summary report has now been completed
Topic reports to be delivered on
Activities
Lifestages / demographics
Multi-destination trips
Destination types
Ports of entry
Transport
Primary research projects to be commissioned across 6 areas
Themes and activities – the consumer view
BV&E
“London plus”
Travel trade
Regional gateways
Future trends

10. New Primary Research Projects (1)
Research Content
Approach
1. Themes and Activities
Broad multi-country survey of holiday participation in, and appeal of, different activities and themes
Quantitative “deep dive” surveys on single topic areas
Qualitative “deep dive” explorations of single topic areas
Broad survey plus 2-3 deep dives in year 1
Further deep dives potentially could be commissioned in years 2-3, related to successful funding bids or other relevant topics
2. BV&E
Motivations and barriers to England as an event destination
Delegate Expenditure
Business Extenders
Single tender for all three elements, year 1 scope TBD based on costs and priorities for each element

11. New Primary Research Projects (2)
Research Content
Approach
3. London Plus
Identify product-based motivations and barriers for “London plus” trips
Test propositions and itineraries
Identify research gaps after re-analysis of IPS and VB “Beyond London” research
New consumer research
4. Travel Trade
Deeper understanding (and evidence) about travel trade barriers to regional England itineraries
Secondary analysis of existing destination and national analysis
Primary research with travel trade
5.Regional Gateways
Understand more about the role that regional airports do / could play in delivering regional tourism spread
Initial analysis of IPS data
Opportunities to work with ports of entry?
6. Future Trends
Identifying macro tourism trends over the coming years
Ad hoc project and/or subscription to trends service

12. Proposed Timeline Sept Oct Nov Dec Jan-Mar Secondary Analysis
Reporting
Innovation Strategy
Initial Report
Next Steps
TBD
Case Studies
Themes and Activities
Tender
Stage 1 Set Up
Stage 1 Fieldwork
Stage 1 Reporting
Deep Dive Research
BV&E
Set Up
Fieldwork
Travel Trade
Desk Research
London Plus
Gap Analysis
Regional Gateways
Agree Approach
Begin Research
Future Trends