How to capture the idea of a place? The case of five Moscow districts

Purpose – This paper aims to develop a methodological approach to place product analysis that aims to identify the distinctive ideas of places. Design/methodology/approach – The methodology included two stages: first, classifiers of place product uses and technologies were constructed on the basis of the product concept abstraction (Study 1) and then they were used as tools to systematize data about the attributes of city districts and the everyday activities of their residents to further identify product concepts (Study 2). Findings – Product concepts of five Moscow districts were formulated as sets of benefits or district uses (needs satisfied and activities encouraged) offered to residents. The concepts are expressed in terms of typical constructions but reflect the distinctive features and specificities of the districts. Research limitations/implications – Defining places as product concepts pushes the place product analysis, benefit and lifestyle segmentation forward. Additional place product dimensions and investigated places are advised to improve the reliability of the used classifiers as a tool for documentary research. Practical implications – The developed analytical procedure is a much-needed supplement to existing techniques used to shape the product strategies of places. Identifying contradictory uses helps make product decisions that are appropriate in concurrently supporting all these uses, including providing spatial differentiation of the place product. The study results are thus useful for the development of city master plans characterized by long planning horizons and a high degree of conceptualization. Originality/value – The paper proposes a new method for place product analysis that combines the advantages of both standardized and narrative approaches, introducing a convenient way to address the issue of clarity when transforming a variety of place attributes into core place values and eventual place brands.