Understanding the brand and customer experience


Why the client needed the research
Set in the heart of the Pembrokeshire Coast National Park, Bluestone is an all year, all weather, 5-star short break destination.  With luxury lodges set around a traditional Celtic village, there are activities to suit everyone.

To help inform its marketing planning, Bluestone commissioned Beaufort to conduct research to explore perceptions of the brand amongst previous visitors and non-visitors in key target groups. Also, amongst visitors, the company wished to understand their experience at Bluestone, identifying areas for improvement and areas where it was delivering on its brand promise.

Beaufort has also assisted Bluestone in reviewing and refining its online guest satisfaction monitor.

Our approach
Using a combination of focus groups amongst potential visitors and paired / family depth interviews with previous visitors, the qualitative study explored the views of non-customers in Bluestone’s core ABC1 target market as well as those with direct experience of the brand. 

Depth interviews explored initial impressions of Bluestone and the brand when booking, as well as visitors’ experience during their stay.  Focus groups were conducted in South East Wales, the Midlands and South East England and explored awareness, attitudes and opinions of Bluestone vis-à-vis its main competitors, as well as take out from current branding and communications.

The outcome
The research helped Bluestone in understanding perceptions of the brand and aided the development of its market communications going forward. It also provided insight into the visitor experience, highlighting areas of particular strength as well as areas for improvement.

What the client said
“We have used Beaufort for a number of research projects and have always found the process straightforward, the people helpful and interested in generating results that are insightful that help to drive our business forward. We would have no hesitation in recommending Beaufort to other clients.” (Simon Morris, Head of Commercial, Bluestone)