What We Do

  • Market assessment
  • Customer NPS survey
  • Voice of Customer
  • GTM research
  • Booking experience mapping
  • Category assessment
  • Price benchmarking
  • Advertising effectiveness
  • Competitor benchmarking
  • Availability visibility study

Market assessment

Market assessment
  • What is the TAM / SAM / SOM of the market?
  • How has the market evolved over the years?
  • What are the most important trends shaping the market?
  • How is the market likely to grow going forward?
  • What are the various segments within the market?
  • What is the competitive intensity?
  • What are the adjacent opportunities / threats to the market?
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Customer NPS survey

Customer NPS survey
  • What is the current NPS for the target brand?
  • What is the level of customer satisfaction and loyalty?
  • What are the drivers for promotion / detraction?
  • How does customer NPS for target compare to that of competition?
  • What are the relative strengths and weaknesses?
  • What are the key levers to drive customer NPS?
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Voice of Customer

Voice of Customer
  • What is the perceived customer perception of the brand?
  • What are customers saying about the brand amongst peers?
  • What is the relative positive and negative feedback?
  • How important is customer recommendation / feedback for the performance of the brand?
  • What are customers saying about competition?
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GTM research

GTM research
  • What services is the company offering and then business strategy for it?
  • What is the position of the brand in the market?
  • What is the customer acquisition strategy, customer segment?
  • What is the partner acquisition strategy?
  • How has the customer experience been across the life cycle?
  • What is the marketing mix of the demand and brand?
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Booking experience mapping

Booking experience mapping
  • How is the booking experience? How many steps do customers need to go through before completing the booking?
  • Is the user experience seamless? What are the hurdles which customers face?
  • Does the booking experience align with the customer perception of the brand?
  • How does one establish competitive advantage in booking?
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Category assessment

Category assessment
  • What is the profile of the customer (age, gender, occupation, education, income, etc.)?
  • What are the customer need and motivations for booking travel online?
  • What are the features and services desired?
  • What are the drivers and apprehensions faced by customers?
Let's talk

Price benchmarking

Price benchmarking
  • What products are offered by competitors at different price points?
  • What is the competitive positioning of the brands products against that of competition?
  • What are the product attributes / complementary features for which the customer is willing to pay a premium?
  • What are the different promotions used to lower price across period? What is the strategic rationale?
  • How can pricing strategy be used to win market share?
Let's talk

Advertising effectiveness

Advertising effectiveness
  • What is the perception of the advertising campaign content?
  • What is the annual advertising spend and ROI? How does it compare to competitors?
  • What are the advertising channels deployed? Where does it lack compared to the industry?
  • What is the effect of advertisements on customer acquisition and retention?
  • Which ads are performing better than others?
  • Which channels are most effective in reaching customers?
Let's talk

Competitor benchmarking

Competitor benchmarking
  • What are the most important themes to track competition?
  • How is the competition performing across these themes?
  • Is the target winning / losing w.r.t to competition?
  • What are competitors doing differently in the market?
  • What are the pans of competitors in near future?
Let's talk

Availability visibility study

Availability visibility study
  • What is the availability and visibility across geos and channels? How does it compare to competition?
  • What are the weak channels / geos in terms if availability and visibility?
  • How does brand visibility vary across customers segments and locations?
Let's talk

Related Case Studies

Benchmark product offerings for a leading Travel Tech platform

Benchmark product offerings for a leading Travel Tech platform

Objective

  • A leading Travel Tech platform wanted to benchmark the product features of its consumer, partner and business development apps for its upcoming focus markets   

Methodology

  • Benchmarked the consumer app across India, US and Indonesia through a mix of primary interviews and secondary research 
  • Created a detailed list of quantitative and qualitative metrics to benchmark the interfaces and understand where the client app fared better / worse and UI / UX areas in which the app could be improved 
  • Conducted In-Depth Interviews (N = 35) with customers and partners of client (consumer app, partner app and business development app) to understand working principles, pain points and latent needs in terms of UI / UX & information architecture, etc. 

Impact / Output

  • Client was able to understand best practices for consumer, partner and business development apps across major dimensions such as stability, complexity, functionality and innovations 
Let's talk
Customer journey mapping for booking a hotel stay

Customer journey mapping for booking a hotel stay

Objective

  • Client wanted to understand the customer journey blueprint while making a hotel booking online  

Methodology

  • Conducted qualitative discussions (N = 50) to understand the key needs, requirements and need gaps across various OTAs and direct platforms
  • Conducted quantitative survey (N = 400) amongst customers who had booked a hotel stay online, across metro and non-metro cities to capture feedback  
  • Triangulated the insights map the entire journey from need till hotel check out across budget hotel aggregator brands by town class 

Impact / Output

  • Client was able to understand the overall journey and the whitespaces across major OTAs and direct platforms
Let's talk
Understand customer hotel booking behaviour and preferences key selection criteria

Understand customer hotel booking behaviour and preferences key selection criteria

Objective

  • An investment firm was looking to understand customers’ journey while booking a short-stay through budget hotel aggregators 

Methodology

  • Conducted a quantitative customer survey (N = 150) amongst users of key competitors to capture detailed insights on respondent demographics, source of awareness, booking pattern, preferences and satisfaction with the brand 
  • Conducted detailed qualitative customer discussions (N = 20) amongst users of market leaders to understand their booking experience, satisfaction and need gaps 
  • Triangulated the insights to arrive at booking patterns and behaviours across budget hotel aggregator brands by town class 

Impact / Output

  • Client was able to understand the key differentiators between top-2 market leaders and identify key differentiators in the customer experience with both
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Understand impact on key business parameters for hotel owners working with hospitality platform

Understand impact on key business parameters for hotel owners working with hospitality platform

Objective

  • An investment firm was looking to understand the value created by key travel aggregator platforms for their hotel partners, and how they are perceived by these partners 

Methodology

  • Conducted qualitative discussions (N = 40) with hotel owners and managers who have partnered with leading budget hotel aggregators, across metro and non-metro cities 
  • Captured detailed insights on occupancy rates, customer mix, channel mix, impact on utilization and room rent 
  • Understood the delight factors, pain points due to association, NPS and stickiness of hotel partners  

Impact / Output

  • Client was able to get in-depth understanding on impact of aggregator platforms on hotel partners and their willingness to continue the partnership
Let's talk

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