Insights Exchange was engaged by New Caledonia Tourism to help explore current consumer sentiment towards travel; identify the consumer segments that will help drive visitation to New Caledonia and provide guidance on key messaging that will connect with future travellers in order to deliver success.
The Insights Exchange Approach
Qualitative research using a dual approach of two online communities and in-depth interviews was initially conducted to clearly define the needs, drivers, motivations and fears when considering island holiday destinations. This stage also explored the various destinations perceived positioning in the market, as well as potential areas for future communications.
These elements created key attributes that were then used in a robust quantitative survey to define the customer segments as well as identify key selling points for New Caledonia.
The research outcome included: