Why Understanding Visitor Data Is Key to Shaping Vibrant Town and City Centres

News Article

In an era where town and city centres face unprecedented challenges—from shifting retail habits to evolving consumer expectations—data has become one of the most powerful tools in the placemaker’s toolkit. Yet, not all data is created equal. To truly understand how people interact with urban spaces, we need insights that go beyond simple footfall counts.

At pfbb UK, we’ve spent over two decades working with Business Improvement Districts (BIDs), local authorities, and town centre partnerships. One recurring theme in our work is the disconnect between the resident population and the visitor demographic. The people who live in a town’s catchment area are often not the same as those who regularly visit its centre. This mismatch can lead to missed opportunities in planning, marketing, and investment.

The Power of BT Insights

That’s where BT Insights, a collaboration between BT Active Intelligence and pfbb UK, comes into play. By analysing anonymised mobile phone data from 34% of adults across the UK, extrapolated to represent the entire UK population, BT Insights offers a dynamic, real-time view of how people move through and engage with urban spaces.

This isn’t just about counting heads. It’s about understanding:

– Where visitors come from
– How long they stay
– What times they visit
– Their age and gender profiles

These insights are invaluable for anyone involved in placemaking—from councils and BIDs to property owners and event organisers.

Why This Matters for Placemaking

Placemaking is about creating spaces that people want to be in—places that reflect the needs and desires of those who use them. But how can we design for people if we don’t know who they are?

With BT Insights, we can:

• Evaluate the impact of events: Did a festival attract new visitors or just regulars? Did dwell time increase?
• Plan initiatives that resonate: Are we targeting the right age group with our campaigns? Are we missing key visitor segments?
• Understand seasonal and weekly patterns: When is footfall highest? Are there untapped opportunities during quieter periods?

This kind of data-driven approach allows for evidence-based decision making, helping towns and cities evolve in ways that are both strategic and responsive.

From Data to Strategy

Of course, raw data alone isn’t enough. That’s where pfbb UK adds value—by interpreting the data through the lens of experience. Our weekly and bespoke reports help stakeholders make sense of the numbers, turning them into actionable strategies for growth, engagement, and resilience.

Whether you’re planning a BID renewal, launching a new event, or reimagining your town centre, understanding who is actually using the space—and who isn’t—is the first step toward meaningful change.