Pranses Research Services

Travel & Tourism - Sample Studies

Type of Product Key Issue	Methodology	Key Learning
Group Travel Program Start-Up	Focus Groups - Travel agents, corporate travel specialists and meeting planners	Feedback on basic positioning, support materials, Website. Summary report provided action recommendations on sales targeting, navigation and graphics utilized.
Foreign Language Courses Better Targeting and Message	Focus Groups - Business executives with extensive international responsibilities	Identification of different need levels depending on management level, extent of travel and interaction, and number of languages involved. Specific feedback to attributes, copy claims, visuals, packages and price points. This message learning was used to enhance the direct marketing effort.
Cruise Line Prospect Barriers	In-Depth Interviews - Cruise-oriented travel agents Ethnographies - Upscale prospects, both past cruise takers and non-cruisers	Developed perceptual maps of leading cruise lines: Identified key consumer hopes and requirements Deep learning about barriers to first cruise and to using a new line Understood which lines were recommended by agents and under what circumstances Provided public relations team and sales force with models for appropriate communications and travel agent training