Finding New Revenue Opportunities for OS Data

The Challenge

Ordnance Survey wanted to know which professional groups would pay for new digital services built on its mapping data. I worked with the Head of Mobile for around three months to find out.

My Approach

I recruited research participants from sectors that are hard to reach, including construction, architecture and civil engineering, using LinkedIn campaigns to find them and test ideas. With cross-functional teams I built interactive prototypes and marketing-site tests for the most promising concepts, so we could gauge interest before any commitment to build. I wrote the findings and options up for the Head of Mobile to take to the wider business.

Results

The idea that came out strongest was a catalogue of underground assets. Our research supported a direction the organisation was already weighing, and that concept went on to become a major OS programme.

Key Outcomes

• Research participants recruited from hard-to-reach professional sectors
• Interactive prototypes and marketing-site tests for the leading concepts
• A clear set of options for the business, with the underground assets idea on top