What We Do

  • Category assessment
  • Category trends
  • Sector scan
  • Property owner benchmarking
  • Guest NPS survey
  • Voice of customer
  • Booking experience mapping
  • Shopping decision tree
  • Customer segmentation
  • Need & intent gap analyses
  • Digital persona mapping
  • Employee engagement
  • Employee satisfaction and NPS
  • Voice of the channel
  • Brand health diagnostic
  • Advertising effectiveness
  • Product & concept testing
  • Price benchmarking
  • Availability visibility study
  • Go-to-market

Related Case Studies

Development of marketing personas based on demographics, travel patterns, awareness, booking habits for a SEA-based online travel aggregator

Development of marketing personas based on demographics, travel patterns, awareness, booking habits for a SEA-based online travel aggregator

Objective

  • Client wanted to develop marketing personas based on traveller demographic, pattern, sources of awareness, role of influencers, budget allocated etc.

Methodology

  • Conducted mystery shopping (N=50), in assistance with client stakeholders, across consumer segments to understand ongoing consumer behavior, particularly the digital purchase journey
  • Analysed why behaviors / booking patterns differ among customers and reasons for the same

Impact / Outcome

  • Helped client develop understanding about different kinds of marketing personas the platform caters to – nature of personalized marketing required to cater to different segments
  • Detailed recommendations to client on to leverage insights on travel patterns, awareness, booking habits etc.
Partner journey mapping for a leading hospitality tech brand

Partner journey mapping for a leading hospitality tech brand

Objective

  • Client wanted to map the end-to-end customer journey across awareness, consideration, engagement, onboarding and post-onboarding of its partners to reduce friction and identify areas of digital intervention for value creation

Methodology

  • Identified the key touchpoints in the partner journey through in-depth consumer discussions (N=30) in 5 cities to understand the different onboarding and usage journey of partners on the platform
  • Conducted unaided focused group interviews to uncover the pitfalls in the partner journey while using website / mobile application of client during the onboarding process
  • Benchmarked the partner journey with that of a global industry competitor to identify friction points and areas of digital intervention

Impact / Outcome

  • Developed a partner journey and identified areas for digital intervention to enhance the partner experience
Quantitative research to understand influencer role in booking of vacation homes by customers

Quantitative research to understand influencer role in booking of vacation homes by customers

Objective

  • A leading chain of vacation homes wanted to understand the role of influencers in booking of hotels / holiday homes by different customer segments

Methodology

  • Developed detailed discussion guides to understand the influence friends / family / colleagues (influencers) have across customer segments which affect the decision-making process
  • Conducted in-depth consumer discussions (N=50) across 5 cities to establish different customer segments based on recommendations sought across destination, activities, flight, accommodation etc
  • Led focus group discussions (N=10) to understand the role of friends, family, colleagues, search engines, travel agents have in booking of hotels / vacation homes

Impact / Outcome

  • Identified five key customer segments based on influencer role – mapped customer segments to influencer categories to improve targeted marketing efforts
Quantitative survey to evaluate Traveller’s Awareness, Mindset & Search points and impact on NPS

Quantitative survey to evaluate Traveller’s Awareness, Mindset & Search points and impact on NPS

Objective

  • Client wanted to understand the sources of traveller awareness, mindset and its impact on NPS

Methodology

  • Conducted survey (N>700) across city tiers, sources of awareness, websites used to understand journey adopted and travel booking-related behavior
  • In-depth analysis of customer NPS and dominant drivers for each of the three segments (promoters / neutrals / detractors)

Impact / Outcome

  • Helped the client with detailed insights on traveller journey and which levers should be impacted to enhance the booking experience 
Quantitative survey to understand consumer behavior (frequency, duration, channels used, spend etc.) for launch of specialized offering by a leading OTA

Quantitative survey to understand consumer behavior (frequency, duration, channels used, spend etc.) for launch of specialized offering by a leading OTA

Objective

  • A leading OTA wanted to assess consumer behavior (frequency, duration, channels used, spend etc.) across metros and non-metros to identify customer personas to launch a specialized offering

Methodology

  • Conducted consumer survey (N=500) and in-depth consumer interviews (N=20) across 10 cities (mix of metro, tier 1 & 2 cities) for different customer segments (based on gender, income, % disposable income spend on travel etc) to understand the consumer behavior and nature of spend
  • Implemented statistical analysis such as regression, classification on the data-set to uncover which factors are the most relevant in initial booking and subsequent loyalty
  • Identified relevant segments to target for OTA platform’s new offering

Impact / Outcome

  • Equipped the client with detailed insights on travel consumer behavior on OTA platforms to launch offering
  • Client incorporated pricing and customer experience features based on recommendations

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