Marketing Excellence Awards Scotland 26th Mar 2008
We have just found out that our joint submission with VisitScotland ‘In Search of Real People’ has been short-listed in the Consumer Insight category for these major awards. A lot of work goes into writing the submission paper, but in this case, nowhere near as much as went into the project itself!
Many months of quantitative research and data analysis gave us the foundation to build a robust, new segmentation model covering the UK tourism market, but also looking specifically at the strength of the consumer’s relationship with Scotland. This was followed by a few more months of qualitative research and insight development in order to convince ourselves – and the wider organisation – that this was more than a piece of marketing theory. We proved that we had found a way of accurately categorising and genuinely describing real people.
As a result, VisitScotland has radically changed its overall marketing approach and even reorganised the marketing department. The new segmentation has provided very valuable management and planning information, has hugely increased VisitScotland’s understanding of different types of consumers, and is now being shared with tourism organisations throughout the country. It is definitely one of the most challenging and far-reaching pieces of work I have been involved in in my career, so it is fantastic to see it paying off.
If you would like to know more about the case study, then please email me from this site.