The Brief
A tourism-destination marketing agency were keen to understand holiday-makers decision making with respect to planning, booking and undertaking activities on holiday:
- How, when, and where do holiday-makers become aware of activities/attractions?
- What determines whether they will undertake those activities/attractions?
- What levers can be used to influence decision-making and booking behaviours?
The solution
We took a mixed methods in-the-moment approach to eliminate reliance on hazy holiday memories.
Qualitative mini-community with:
- Pre-holiday diaries (mix of WhatsApp updates, surveys, and online diaries)
- On-holiday diaries (light touch diaries using WhatsApp/Whycatcher for image/video capture)
- Post-holiday telephone interviews Quant surveys with pre-holiday and post-holiday elements
The result
The research generated a very clear understanding of how holiday-makers plan and take decisions.
Throughout the research we received very rich image and video content from participants – with participants finding it easy to send us messages and content via WhatsApp or the Whycatcher platform.
This content ensured the final report was highly visual, authentic and compelling for the client and key stakeholders.
Speak to the team to learn more about how we could help you ❤️
