Destination Marketing – Big data with qualitative nuance

⁺2.14_M Increase in incremental day trip and overnight visitation

^$283_M Increase in incremental tourism revenue

82_% of target more likely to holiday on the coast

Traditional research provided the obvious answer – it was wrong. New techniques mapping actual behaviour showed the flaws of relying on claimed behaviour alone.

We conducted a raft of traditional research for the groundwork of our strategic planning. Wanting to challenge our findings, we then created thousands of bits of data, tracking actual consumer behaviour (reaching over 400,000 people and creating 12,915 “research” participants). Traditional research would have lead us up the garden path. Our unique data-driven research unearthed an unexpected strategic positioning that delivered a change in perception of the Coast and tourists in record numbers.

WHAT WE DID

• Multivariant Positioning Test
• Customer Journey Development
• Data Analysis
• Qualitative Research (Focus Groups)
• Quantitative Research (Benchmark & Tracking Surveys)

AWARDS

• 2020 – 2021 Research Effectiveness Awards
• Consumer Insights