HOUSE OF FRANKENSTEIN: CONSUMER BEHAVIOUR ANALYSIS
This project involved a comprehensive analysis of the House of Frankenstein, a multi-sensory tourist attraction in Bath, England. Despite its unique concept and historical relevance, the attraction struggled to attract visitors since its opening in July 2021. Our team conducted an on-site visit, performed a situational analysis, explored global expansion possibilities, and developed strategic recommendations to increase footfall and enhance the overall consumer experience.
BROWSE KEY COMPONENTS
RESEARCH & PRELIMINARY ANALYSIS
On-Site Evaluation
Purpose: Gain a firsthand understanding of the visitor journey to identify strengths, weaknesses, and improvement opportunities.
Conducted a complete walkthrough of the attraction to document the experience.
Collected visual evidence to highlight pain points and areas for enhancement.
Market Positioning & Competitor Analysis
Purpose: Understand House of Frankenstein's standing in the market and identify competitive opportunities.
Assessed competing attractions and their unique selling propositions.
Identified market trends and gaps that House of Frankenstein could exploit.
STRATEGIC ASSESSMENT
SWOT Analysis & Key Insights
Purpose: Evaluate internal and external factors influencing the attraction’s success.
Strengths: Unique multi-sensory experience, historical relevance.
Weaknesses: Broken user experience, unclear brand positioning.
Opportunities: Expansion into new markets, diversification of experiences.
Threats: Strong competition, limited marketing visibility.
Outcome: Identified critical areas needing improvement and growth opportunities.
Consumer Behavior Analysis
Purpose: Understand visitor expectations and preferences to tailor strategies.
Conducted surveys and analyzed visitor feedback.
Applied consumer behavior theories to align attraction experiences with target audience needs.
STRATEGY DEVELOPMENT
Enhancing the Consumer Experience
Purpose: Improve visitor engagement and satisfaction through sensory and interactive experiences.
Proposed incorporating VR elements and interactive exhibits.
Recommended implementing feedback systems to gather ongoing visitor insights.
Brand Positioning & Marketing Strategies
Purpose: Strengthen brand identity and visibility in the market.
Developed a cohesive brand story to unify messaging.
Proposed leveraging influencer partnerships and user-generated content for organic reach.
Global Market Expansion Assessment
Purpose: Identify and analyze potential international markets for expansion.
Conducted a thorough market assessment for Geneva, Switzerland, based on historical relevance, target audience, and competitive landscape.
Evaluated potential impact and fit for House of Frankenstein’s brand.
Data Gathering & Analysis Techniques
Purpose: Collect and analyze data to support strategic recommendations.
Utilized surveys, observational studies, and industry reports to gather data.
Applied statistical methods and consumer theories to extract actionable insights.
DATA COLLECTION
SOLUTIONS
Key Issues & Solutions Identified
Problem: Broken user experience → Solution: Enhance sensory marketing and implement VR experiences.
Problem: Confused brand identity → Solution: Develop a cohesive brand narrative.
Problem: Low visibility → Solution: Introduce influencer marketing and pop-up exhibitions.
Opportunities for Growth
Suggested diversification of offerings (VR experiences, themed pop-up events).
Highlighted potential international expansion opportunities with market research insights.