At Clusters, we have conducted a number of qualitative and quantitative market research projects for clients in the travel and tourism industry. Each project is tailored to our individual client’s goals and objectives.
Previously, we conducted market research for a successful cruise client who wanted to gain a better understanding of their current and potential customers. Using both qualitative and quantitative research methods, we segmented the cruise market to understand the motivations, barriers and needs of existing and potential consumers. The segmentation was used to direct the client’s marketing strategy from messaging and creative through to media placement.
Another successful project included working with a popular online company, who offered experiences such as queue jumps to visit the Vatican and various day trips. They wanted insights into consumer behaviour to understand how and when people typically book their holiday activities. Using quantitative insights across four countries, we were able to map the consumer booking journey, identifying the nuances between consumer segment. We were able to establish their consumers’ motivations for travelling, the types of activities they enjoyed and how and when they book them.
We also identified the consumers’ perception of the current booking services offered by the client, uncovering pain points and opportunities for new features. Our client integrated these insights into their strategy to enhance the customer journey and precisely target their consumers with relevant messaging.
Bringing their consumers into the heart of product development and gaining a clear understanding of their challenges significantly improved the overall product and consumer experience, resulting in over 1 million users using the app. Since then, their success has led to them being acquired by one of the world’s leading travel companies.