Tourism Market Research and Audience Development
Study | |
Forward Analytics offers tourism market research,
audience development, custom survey research, and market segmentation
studies to help clients understand the economic impact and visitor makeup
of their marketplace. The following three "Tourism" pages will introduce
you to our market research process and help you select a study that fits
the current needs or your organization.
Forward Analytics conducts a wide-array of
marketing research services for tourism-related companies, arts and
cultural organizations, and government agencies promoting economic
development. Our consulting experience with regards to travel &
tourism market research includes quantitative measurement studies to
determine tourism's economic impact on special events and facilities, as
well as qualitative market studies used for gauging specific attraction
factors of conventions and tourists destinations. Our products help our
clients assess the effectiveness of entertainment concepts and pinpoint
market needs for their new or enhanced tourism facilities.
The first product to be covered is our
audience development study. This product is widely popular and
always in demand by our clients. The aim of this product is to reveal a
set of comprehensive strategies that strengthen relationships among
audiences, the arts, cultural activities, and the organization itself.
Our forward-looking plans begin with a
disciplined understanding of the client's target market. To this end,
attendance is just one attribute that we use to gauge our clients'
success. Forward Analytics provides an inclusive market research process
that can increase awareness of, and participation in the activities of
your organization at all levels. Involvement can and should manifest
itself in ways that extend beyond ticket sales, to participation in the
organization's leadership, volunteer core, membership, donor groups, or
voicing support for the organization and its value in the community and on
the Internet.
Differences Between Our Tourism Marketing StudiesBefore moving into the phases of this program,
we'd like to point out that we do offer an even more in-depth study for
planning and feasibility testing. The main difference between the two
products is that the audience development report is used more frequently
and considered mainstream compared to the feasibility study, which is
grander in scope and targeted to more specific situations. Here's an
example of when it's necessary to elevate to a feasibility study.
In many urban areas, there is a trend for the Arts to band together and
pool resources. Here in Pittsburgh, we have a "Downtown Cultural District"
that includes theaters, galleries, restaurants, and hotels. Developing a
project of this magnitude requires more than an audience study. If the
goal of your project is literally to reengineer civic, cultural, and
commercial attitudes, then please skip ahead to our tourism market
research section entitled, market
feasibility and new concept testing research. Otherwise, read
on!
PHASE I: Audience Development Research and Program EvaluationForward Analytics can measure how well your
organization or venue is achieving its goals with respect to participant
or member satisfaction. Our Firm will work with you to finalize the
research objectives and develop a survey (telephone, mail, email, or
intercept survey.) This exercise brings to light your strengths and
weaknesses so you can plan for improved performance and programs in the
future.
Specifically, our market research process
will:
Phase II Market Segmentation ResearchForward Analytics utilizes a syndicated market
segmentation system - PRIZM® - to create a demographic and psycho-graphic
profile of your current audience. Further research gathered through
visitor or member surveys can provide organizations with additional
business intelligence such as an overview of lifestyles or the leisure
patterns of your audience. PRIZM is the original and most widely used
neighborhood target marketing system in the United States. PRIZM maintains
a database of all US households segmented by lifestyle/behavior cluster.
Here's a link to the PRIZM
web site.
By utilizing this market segmentation
tool, we will be able to take the datasets of your visitors or members
and provide a profile of the lifestyle segments into which they fall.
PRIZM will also be able to provide a list of all other households in the
market area who fall into these same lifestyle segments. These additional
households will form the base list for additional custom survey research
and targeting. You can learn more about market
segmentation research at our "Products" page.
Forward Analytics' Internet
research consulting can also be a valuable resource for visitor
demographics. Many of our clients overlook the fact that some of the
richest data mining sources lie buried right under their web site. Not
only is your web site a source of timely and quality information, but the
cost savings compared to purchasing 3rd party data are significant. We
provide a full range of web analytic services including keyword research,
search engine optimization, and ROI tracking to help our clients unlock
their full marketing potential across all integrated channels.
Phase III Audience Targeting and Custom Survey ResearchIn addition to collecting information about the
existing audience, Forward Analytics can collect information about the
general market and investigate potential audiences or user groups. Forward
Analytics can identify households that have similar lifestyles and
psycho-graphic profiles to your current members or visitors. Custom
& online survey research is essential for lead generation and
continued growth. By collecting Information about the non-visitor we can
effectively assist our clients in designing audience development programs
and packages that attract such potential participants and successfully
communicate to non-visitors at their level.
The Internet offers a tremendous opportunity to
reach semi-interested prospect members who may not yet have attended your
attraction of joined your organization. Forward Analytics' strategic
Internet marketing tools can be used to help you reach your audience
targeting goals more quickly and affordably than ever before.
Whether you organization seeks to improve
existing memberships or launch something entirely new, Forward Analytics
can help unlock your market potential with our tourism market research
products including audience development, economic impact, market
segmentation studies, and custom
survey research. Please contact us at 412-207-2114 for more
information on how we may assist you. |
NEW:Try our web survey Succesful Tourism events & attractions use research to combat budget cuts and create regional growth: Survey visitors Gauge attraction factors Test new concepts Certify economic impact View demographics Understand non-visitors Grow Internet presence |
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