Every year our Hotels team undertakes a number of bespoke research programmes for a variety of clients among independent and international hotels, catering companies and consultancies.

Some examples of bespoke (i.e. 'ad hoc') research are described below.

For further information, e-mail or call Tim Sander on 020 7400 1021 or Guy Gilben on 020 7400 0388

Extended Stay Research
This was a global analysis on the product offer of a developing extended stay brand.  Depth interviews with current guests and property managers were followed by a quantitative survey among recent long term guests.  A series of product and branding implications were reported to the client’s senior management team.

Brand Positioning Research
BDRC co-ordinated the non-US elements of a major programme to validate the revised positioning for this brand.  Focus groups were held in the UK, Germany, France, Brazil, Hong Kong, China and India. To evoke the essence of the brand a wide range of stimulus materials was used (images, colours, textures, smells, music, objects)

Hotel Service and Facility Research
A well known deluxe hotel brand needed to determine the appropriate levels of service and facility provision in its upscale product. BDRC co-ordinated a global programme of research, conducted with guests and including an appraisal of design and style cues, materials for fixtures and fittings and price positioning to help shape the global standards for this brand.

Concept Development/Price Positioning Research
BDRC has been involved in the concept development, price positioning and brand evaluation for an innovative new player in the limited service market.  This research consisted of focus groups with the target market, using a CD-ROM to provide a virtual tour of the concept, plus recruitment of ‘guinea pigs’ to sleep in a test version of the room and provide us with their feedback.

We undertook the preparatory research work to consider the potential for the concept in Europe.  A key component of this study was a review of the ‘style’ of such a hotel, in terms of how the property looked and how staff interacted with guests. The research involved focus groups across Europe. This brand is now being developed in select European locations

Corporate Identity Research
A leading European hotel chain sought to measure and develop their corporate brand identity across their key consumer group. BDRC’s multi-country online approach led to interesting and substantial findings. The brand in question is now using these findings to develop a new identity.

Loyalty Programmes Research
A leading international hotel chain commissioned qualitative research with BDRC in Germany and China to understand the development in these markets and how the hotel chain could enhance their well regarded loyalty programme there.