Fieldwork and Research: Urban Strategies

Fieldwork and research into urban strategies that have been used for rebranding

In the table below I look at Primary and Secondary methods to explore the strategies that have been implemented to rebrand an area. 

Strategies that have been implemented

Primary methods

Secondary methods


Interviews – We could interview developers on what their plans are to construct and what they hope to achieve from it. We could record the conversation on electrical devices such as voice re cords. Then we could transcribe the interview and analyse what they said.

Notes – We could look at the notes of developers and constructers

Retail value survey- Flagship developments including shopping centres and department stores. So in a retail value survey we can examine the amount and types of shops in different areas of the urban area.

Footfalls-  This ties in with Retail value survey but here we look at the amount of people entering a shop. This helps us get some idea of how much money is being created by flagship developments like Selfridges in Manchester.

Building usage – By examining building usage we can explore what kind of flagships are being added and what already exist. 


Both of this helps us get data on the socio-economic parts  of a town which is important when considering regeneration.


Questionnaires – Questioning local residents on this aspect of rebranding is extremely important.

Census – This can tell us data such as average number of person (s) per room, average rooms in a house etc.


Environmental quality –Waterfronts are used to take advantage of natural features to create a better environment. So these survey can help to see whether development of waterfronts are needed.

Goad maps – Through this we can compare natural features of the past to features of today.

Photos – This is another method is which we can see how well environmentally regeneration has done or whether it needs rebranding and what about waterfronts – are they in good condition?

Regional and cultural events

Clone towns- In rebranding it is easy to be temped to create a clone town. So by using cultural and regional events we can prevent this from happening. By just walking around the area we can figure whether it is a clone or original town.

Visitor surveys – Visitors who come for this unique regional / cultural event should complete form to find out whether they are good or need improving.

Websites and Blogs/forums 

Both internet forms of research can help us to find out about any regional or cultural events that are on and what people’s views are on this.

Using sport as a catalyst

Oral histories/interview – They can tell us what in their opinion is the impacts of using sport as a catalyst for rebranding. – Like Census but the profile section can tell us how well a place has come on after using sport as a catalyst

Redevelopment in coastal region

Sphere of influence, Placecheck and

Create land use maps

All three help us to see how redevelopment has changed a coastal town like Blackpool and identify the strengths and weaknesses of the town.

Brochures/ leaflets – We can see what the area offers and see is it sufficient? 

Blogs/forum – This will tell us what people think about the experience the place offers.

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