Case Study : Travel Research Proposition Development
|Aimed at becoming the first choice for the 45-65 age groups, our client asked Compass Research Limited to explore a range of new customer propositions.|
The objective was to understand the mind set of these consumers in relation to their holidays; their behaviours, motivations and identify the decision tree on all holiday elements, which impact on how and with whom they choose and book different types of holidays with e.g. annual holiday vs. weekend break.
Using a financial segmentation model, Compass Research undertook extensive research amongst three primary target audiences, via qualitative group discussions.
The extent of brand stretch was explored in detail, in order to provide insight into future opportunities relating to the ideal complete travel service proposition e.g. travel insurance, currency etc..
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