DRG were asked to delve into purchase journeys, decision making, booking preferences, past experiences, perceptions of Canada and tailor-made holidays for Canadian Affair. We conducted qualitative research in the form of six focus groups held across the UK, exploring subconscious feelings and allowing perceptions to emerge organically, providing a strong foundation for in-depth analysis and insights.
We worked in tandem with Canadian Affair to develop a flexible discussion guide that focused on perceptions towards long-haul travel, the research and booking process as well as a deep dive into Canada as a destination. We also designed a short pre-task asking participants to conduct some research into booking a holiday to Canada and asked them to share their experiences within the discussions. This covered pain points, likes, dislikes, standout brands and websites and telephone booking experiences. Several key themes emerged from the focus groups which formed the backbone of our findings and recommendations to Canadian Affair.
We developed a bespoke insights report which was tailored to the brand’s research objectives, and following this, we communicated our key findings through a face to face debrief session. DRG also designed a one-page infographic for Canadian Affair to use and share with key stakeholders, demonstrating the findings of the research which could influence future marketing strategies and website development.
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