We proposed conducting focus groups with C&K customers, enquirers (who had ordered a brochure but not booked) and potential customers.
Our specialist telephone unit recruited the customers and enquirers using contact lists supplied by C&K. The potential customers were recruited on-street to tight criteria: over 55s in AB social groups who enjoy active holidays abroad.
The six lively focus groups were held in hotels in Middlesex and Surrey using a discussion guide we had designed. The report was delivered to the client within a week of the focus groups. The results – some quite surprising – were enlightening and will assist C&K in shaping their future brochures.
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